Embargoes: Managing the Embargo Process - Get Set

Last time, we talked about getting ready for the embargo process. So now you’re ready. What now?

STEP TWO: Get set

MAKING INTRODUCTIONS

Pitching: Once you’ve confirmed that the blogger is, in fact, a viable candidate for the pitch, write the blogger a short, personal email, as early as possible. The lead time will be appreciated.

Ask if he or she would be interested in receiving information under embargo. Highlight the company releasing the news. Pull in some of the facts or assumptions your research has uncovered about the blogger. Confirm your understanding of the blog and its purpose.

Long story short, you only have one chance to make a first impression.

But you’re also still flirting, so don’t give away the whole release. Provide enough information to make it interesting. But don’t provide so much information that the blogger can connect the dots, reject your embargo request, and go to press anyway.

Blogging: Trusting that the person pitching you has actually taken the time to follow some of the guidance above and that you actually want to participate in embargoes, you should be pretty excited. This is your opportunity to be on the short list of people breaking the news.

A prompt response is key.

Clarify that you are willing to honor the embargo. Provide additional details about your site that may be of use to the people pitching. Answer their questions.

And ask a few questions of your own.

If the topic is especially relevant to your readers, this is a good time to ask about the opportunity for an exclusive and to make an argument for your getting it.

If an exclusive is out of the question, try to determine how many publications will be part of the embargo. Ask if both print and blogs are part of the group.

Get yourself comfortable and prepared to participate.

FORMALIZING THE AGREEMENT

Pitching: Once you have the blogger’s interest and the willingness to participate, confirm that the blogger understands the ramifications of participating in the embargo.

Then, depending on your comfort level, you can begin sharing details. This must include an explicit declaration of the date and time (including timezone!) that the embargo will lift. It may also include things like an early draft of the press release, an offer to interview people associated with the release, a demonstration of the product or service, and other links which may prove useful to the story.

The conversation is underway. Keep the level of respect high, and you’re on your way.

Blogging: You should get a confirmation from the people pitching you that you will be part of the embargoed news recipients. If you don’t get a confirmation, ask for one. If you do get a confirmation, this is a good time to begin setting up appointments for interviews and demos. The closer the release gets, the less likely you’ll be able to get on the calendar. So do it early.

So, now we have you getting ever closer to releasing your embargoed news. What happens as the big day draws near? Come back for part three: Go!

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.