31 May 2012
Embargoes and Exclusives in the Age of Social Media…A Balancing ActThe news embargo is an endangered species, under threat from social media, the 24/7 news cycle and the relentless pressure to be first with a story. Despite this, news embargoes still have a role to play for sensitive information and to help communicate complicated stories to a wider audience.
The key to having an embargo accepted and respected, or to providing information as an exclusive, is the level of trust between the entity with the information and the journalist or media outlet receiving it. Once the story has been covered distribution tools such as Twitter, Facebook, Tumblr and YouTube can amplify the coverage and make sure the desired audiences have access to it via the medium they prefer.