Embargo or exclusive pitching? That is the question...

Photo by Glenn Carstens-Peters on Unsplash

In order to achieve the greatest possible reach, it is important to be aware that it’s not only about what is being pitched, but also how it’s being pitched.  

For any regular, interesting story, you can pitch to carefully selected journalists from varying outlets who would be interested in the topic.

However, when it comes to pitching a very important story, there are two important strategies that can be utilized - embargo or exclusive pitching. These two important strategies are useful when you have something really important to say, at a specific time, and want to maximize the quality or quantity of your coverage, as well as build better relationships with journalists. To be successful in media relations, it’s important to carefully consider the difference between exclusive and embargo pitching and what the advantages and disadvantages of each are.

In the following guide, we will give you an overview of the differences between the two and answer your burning question: is there a number one solution according to us Laika space dogs?

What exactly is embargo pitching?

Having a PR embargo means preventing the publication of information before its “full-disclosure” date. PR embargoes help to ensure that all stakeholders receive important news at the same time. 

In addition, in a world of overworked journalists, countless pitches from competing companies, and Covid madness, embargo pitching makes a lot of sense—it gives the media time to prepare a story in advance. Embargo pitching helps you obtain coverage in quantity and quality, making sure there’ll be a big buzz on announcement day.

Space dog tip: Theoretically, you can send out a press release or pitch under embargo to as many journalists as you want. However, the more you do, the higher the risk of someone breaking the embargo. So be sure to choose carefully! Topics that under no circumstances be subjected to an embargo breach, should only be pitched to a handful of highly trustworthy contacts. And remember, embargo timing needs to be the same across markets—you need to align with different time zones and find a fit for everyone if you work internationally.

But then, what is exclusive pitching?

Exclusive pitching simply means: you're not giving the story to anyone other than to one journalist or outlet.

This might sound strange at first—after all, you may think that it’s far more fruitful to shout about a story wide and far, and make the content as broadly available as possible. However, an exclusive story or interview can get you more engaging content and more attention from the right people.

Once an exclusive is secured, you have to stick to it. No talking to others! You have to wait until that outlet covers the story—only then can you issue a wider press release distribution. If you are operating in different markets, it is often perfectly fine to have one exclusive per market, as media outlets in different languages do not compete with each other. However, you need to be transparent with the journalists, that the exclusive is only exclusive for their specific language region.

Space dog tip: Exclusiveness equals uniqueness—so choose your journalist or outlet wisely! If done right, an exclusive story is a win-win for both sides: the journalist who lands a scoop and you, who gets the big story you dream of.

Clarity and communication are of the upmost importance! Clearly communicate to the journalist that you’re offering them an exclusive, and the time in which they need to get back to you to accept it. 

You may wonder: how do I know which type of pitching is better for my news? Well, first and foremost, we can tell you that both exclusive and embargo pitching are only meant for major stories! Think about your news or important announcement carefully before sending any kind of pitch to journalists (they are very busy bees—so no minor news)!

Here is Laika’s pros and cons list for both exclusive and embargo pitching. 

So, back to our burning question, is there a number one solution according to us Laika space dogs? As you can see, both possibilities can be very promising and useful in different contexts. 

But always remember: not every announcement is worthy of an exclusive, and not every story should be under embargo. 

Think carefully about what you have to say before pitching. What kind of news do you have? Who should the article reach? What is your end goal with sharing this story? Then, determine how you want to say it. Taking all of this into consideration, it’s very important to decide on a case-by-case basis each time, whether an embargo or exclusive pitch is the right choice.

And trust the Laikaverse: If everything goes as planned, you’ll achieve the greatest possible reach, and reach the media stars.