What an embargo actually is
An embargo is a simple agreement. You share news early on the condition that the recipient does not publish before a specific moment. It works because it is useful for both sides: reporters get time to write, you get coordinated coverage. It only binds a journalist who has agreed to it.
The three parts every embargoed release needs
- A clear embargo line at the very top of the email and the release.
- The news itself, written so the main point is easy to scan.
- Contact info and assets (photos, spokespeople, product links).
The embargo line
Keep it short. Put it in the subject line and again as the first line of the body. Include the moment in every timezone your list actually reads. A good line looks like this:
Embargoed until: • 06:00 PT, Thursday 24 September 2026 • 09:00 ET, Thursday 24 September 2026 • 14:00 BST, Thursday 24 September 2026 • 15:00 CEST, Thursday 24 September 2026
Use the converter to build this block for any date.
How to send it
- Send 2 to 5 business days before the embargo lifts. Long enough to write, short enough to remember.
- Personalise the pitch and ask for agreement first when the relationship is new.
- Do not attach big files. Link to a press kit or Dropbox folder.
- Confirm acceptance for exclusives or previews. Silence is not acceptance.
What to do if it breaks
If someone publishes early, first check what happened and whether the embargo was clearly accepted. Contact the journalist or editor directly and ask them to correct or hold the piece where possible. If the story is already live and cannot be pulled, consider lifting the embargo for everyone else so well-behaved recipients are not disadvantaged.