Embargoes: Managing the Embargo Process from Either Side of the Desk

In my first post about embargoes, I tried to provide some reasoning for why they exist in the first place. In the comments on that post, a number of things jumped out at me. But the most obvious critique of the post was my assertion that embargoes were about "respect."

I still believe the embargo to be about respect. And I think explaining how to manage the embargo process—whether from the pitching side of the desk or the blogging side of the desk—will only help further that argument, illustrating how mutual respect can lead to a much more rewarding embargo program for both parties.

No matter on which side of the desk you fall, always bear in mind that this should be a symbiotic process, not parasitic. The pitcher and the blogger should both have something to gain from the relationship. If one or the other holds the upper hand, then managing that "respect" becomes all the more difficult.

So without further ado, let’s begin the three easy steps to managing the embargo process, whether you’re pitching or blogging. We’ll break this into three parts: Get ready, Get set, and, of course, Go.

STEP ONE: Get ready

Pitching: Before you even finalize the copy in the release, do your due diligence. Create a short list of bloggers—and this is critical—who focus on your intended topic.

At best, spamming every blogger under the sun will get you nowhere in terms of coverage. At worst, it will land your name on a series of vitriolic posts about the inanity of the embargo process.

We’re going for quality not quantity, here.

Spend time with the blogs themselves. Read recent posts and dig into the writer’s comments. Pay particular attention to posts that are similar to your topic. Check Digg, Reddit, del.icio.us, ma.gnolia, Twitter, and any other social media you can think of. Run the feed through AideRSS.

Get your hands dirty. And make sure you understand the blogger. I cannot stress this enough. Performing this filtering upfront will save you a ton of time in the long run.

Blogging: If you want to be part of an embargo, it’s important that you make your position in the market as obvious as possible. I’m asking the people pitching to do their due diligence. You should look to make performing that due diligence as simple as possible.

Make sure your focus is obvious to the audience. If you’re really interested in getting pitches, build a media kit that helps folks understand what you’re hoping to accomplish with your blog.

Numbers are also important. Make sure your metrics—RSS feed subscribers or Web stats—are easily accessible.

Basically, anything that helps you state your case and makes you an attractive target is appropriate. You cannot oversimplify here. Rest assured, your site and its focus are not nearly as obvious to the general public as you assume they are.

I might also note that, if you’re not interested in participating in embargoes, it is in your best interest and the interest of those pitching that you make that known, as well.

So now you’re ready to enter the wonderful world of embargoes. What’s next? Stay tuned for part two: Get set.

Rick Turoczy is one of the CenterNetworks Experts and he writes for the Silicon Florist, a blog covering under-the-RADAR start-ups, blogs, and events in Portland, Oregon, and the Silicon Forest. He can be reached, most readily, via Twitter.