A news embargo calls for journalists to delay publication until a time set by the sourse. © Bojan Tezak, iStockphoto

By JOE GRIMM

A news embargo or press embargo is a news release with the understanding that the information will not be published until release time set by the organization that issues it.

The source sets the release time unilaterally and there is nothing to enforce a broken embargo except the retaliation of withholding information in the future.

Content is typically embargoed for one of several reasons:

* An advance copy of a speech may be released ahead of time to help journalists, but the source asks that the speech not be reported before it is given. The journalists will also want to make sure that the actual speech is reported correctly and that unused portions of the script are not treated as thugh they were used.

* Medical journals often send out embargoed information so that reporters can do some homework in advance of the journal’s release time. Understandably, publications do not like to get scooped on their own contents.

* A business that wants to make its own announcements in its own way might embargo news until after when it plans to hold its own press conference.

* Business or governments might use embargoes to try for a simultaneous release of information to prevent insider trading by those who get financial information before others.

* The Associated Press will send stories to its members, advising them not to publish before a certain time. This allows the AP to send editors stories in advance with some assurance that they won’t be beating each other to publish. This can allow the outlet that created the story to be the first one to publish

* The convention is that if any news outlet breaks a press embargo by publishing early, the news is out there and anyone can publish. This is especially try with online news.

* An organization that has its embargo broken may retaliate with public criticism and by giving the news outlet’s competitors scoops.

In a turnabout of sorts, the New York Times asked other media not to publicize the kidnapping of one of their journalists, David S. Rohde in Afghanistan, until he was freed. He and two colleagues were kidnapped in November of 2008. Rohde and one of the others escaped in June of 2009.

In December, 2008, TechCrunch declared it was sick and tired of being beaten by competitors who routinely broke embargoes to be first. It said it would no longer honor embargoes.

On her blog, Solo PR Pro, PR practitioner Kellye Crane does a good job of looking at press embargoes from the public relations professional’s point of view.

A few strategies for dealing with news embargoes:

* Do not break an embargo unless you have discussed it with a supervisor.

* If you are editing a Web site, edit the material for release, add some bells and whistles and set the content management system to publish it the first moment you can

* To stand out from a horde of people who may be planning to announce the news at the same time, do additional reporting or graphics as warranted by the news value of the story. Be a step ahead.