Embargoed press release: what it is and how to use one

An embargoed press release is news you send to journalists before it is public, on the condition that they do not publish it until a set date and time. The embargo gives reporters time to research, interview people and write an accurate story, so that coverage appears when you announce.

Embargoes are common in science and medicine, government announcements and product launches. They are also controversial, because they depend entirely on trust.

What is an embargoed press release?

A normal press release is marked "for immediate release". Anyone who receives it can publish straight away. An embargoed release carries a line at the top saying it must not be published before a specific moment, for example:

EMBARGOED UNTIL 09:00 CET, TUESDAY 3 MARCH

Until then, the journalist can prepare the story but not publish it, post about it or share it with people outside their newsroom.

Why do companies and organizations use embargoes?

Embargoes are useful when news needs explaining and when timing matters:

• Complex news. Research findings, technical products or policy changes take time to understand. An embargo gives reporters time to read, ask questions and get outside comment.
• Coordinated launches. A company that wants coverage in several outlets on launch day can brief them all in advance under the same embargo.
• Product reviews. Technology and software companies often give reviewers early access under an embargo, so reviews appear at launch.
• Scientific research. Major medical journals, such as the New England Journal of Medicine, JAMA and The Lancet, embargo their papers until publication.
• Government and economic news. Some governments brief reporters on budgets in closed "lockups", where they can read the documents early but cannot report until the announcement.

For a B2B company, the most common case is a product launch, funding round, partnership or research report that you want covered by trade media on the day you announce.

How do you write an embargoed press release?

Write it like any good press release, using the inverted pyramid: the most important news first, then the details. Then add:

1. The embargo line at the very top, in capitals, with date, time and time zone.
2. A clear headline and summary that tell the story in one sentence.
3. Quotes from real spokespeople, approved before you send.
4. Supporting material, such as images, data, a product demo link or the research paper.
5. Media contact details, with someone available to answer questions before the embargo lifts.
6. "Ends" or "###" at the bottom, as in any release.

See our rules for writing a good press release for the writing itself.

How do you send an embargoed release?

• Ask first. The safest approach is to email the journalist with a short pitch and ask if they will agree to the embargo before you send the full release. Sending embargoed material unasked does not create an agreement.
• Choose a small, trusted list. Send it only to journalists who cover your topic and have a record of respecting embargoes.
• Give enough time. Match the lead time to the story. A simple announcement needs less time than research or a technical product that reporters must test.
• Pick a sensible time. Choose a release time that suits your main audience's time zone and working day.
• Be ready on the day. Publish your own announcement, blog post and social posts at the moment the embargo lifts.

What happens if a journalist breaks an embargo?

Usually, very little legally. Most embargoes are informal agreements built on trust. When one is broken, the usual consequence is that the source stops giving that journalist or outlet early access.

Some services make the rules more formal. EurekAlert, the science news service run by the American Association for the Advancement of Science, has reporters sign an agreement to hold embargoed news until its release time. Breaking it can lead to suspended access for the reporter and, in some cases, their colleagues. The agreement also forbids uploading embargoed material to large language models.

Once one outlet has published, the news is out, and the source may have to lift the embargo for everyone. Plan for that possibility.

Why are embargoes controversial?

• They are fragile. A single early story ends the embargo for everyone.
• They can be unfair. Outlets that are not on the list get the story late.
• They can shape coverage. Critics, especially in medical reporting, argue that embargo systems serve publishers' interests and push journalists to cover the same story at the same time.
• They can be ignored. If the news is important enough, some outlets may decide that public interest outweighs the agreement.

What are the benefits of an embargo?

When it works, an embargo helps everyone:

• Journalists get time to report accurately
• Your news gets fuller coverage on launch day
• You control the timing of sensitive announcements
• Relationships with reporters improve when both sides keep their word

When should you avoid an embargo?

Do not use one when the news is minor, when you cannot trust the people on your list, or when a leak would cause real harm. For listed companies, financial news is also subject to securities disclosure rules, so involve your legal or investor relations team before sharing anything early. In these cases, it is often better to announce publicly first, or to brief a few trusted journalists without giving them the full release.

For more on when a release is worth sending at all, read the advantages of a press release and how to write a press release for an event.