The Ethics of Exclusives and Embargoes

The Ethics of Exclusives and Embargoes

In an era where news breaks by the minute and leaks are a screenshot away, the rules around exclusives and embargoes are murkier—and more important—than ever. What used to be straightforward media mechanics now carry ethical, strategic, and reputational weight for both brands and journalists.

Handled well, exclusives and embargoes create trust, clarity, and anticipation. Handled poorly, they create frustration, resentment, or worse—blacklisting.

What’s the Difference?

• Exclusive: A single outlet gets the story first, ahead of all others. Typically includes a full interview or original reporting.
• Embargo: A group of outlets receive the news early, but agree not to publish before a set date/time.

Both tools can serve a purpose. Both require respect.

The Case for Exclusives

• Depth: Allows a reporter time to investigate, contextualize, and tell the full story.
• Leverage: Can increase coverage quality when tied to a top-tier outlet.
• Momentum: A well-placed exclusive often sparks wider pickup.

When Exclusives Go Wrong

• Poor communication—other outlets feel snubbed or misled
• Over-promising a scoop that’s not actually differentiated
• Breaking the exclusive by pitching others too early or posting on brand-owned channels first

Best Practices for Offering an Exclusive

• Be clear and upfront—“We’re offering this to you first, with 24 hours to decide.”
• Don’t bait-and-switch—only offer an exclusive if you’re committed to it
• Give real value—access, interview, data, or narrative no one else has

The Case for Embargoes

• Controlled timing: Aligns launch coverage across outlets
• Prep time: Gives media a chance to digest the news and prepare quality content
• Equity: Levels the playing field across press tiers

Embargo Pitfalls

• Not clearly stating the embargo time (or time zone)
• Failing to secure agreement in writing—journalists must opt-in
• Using embargoes to push weak stories that don’t need one

Media Expectations Are Changing

Journalists are more selective, and some now refuse embargoed news unless it’s truly newsworthy. Others want embargoes to come with assets, interviews, and context up front—or they’ll pass entirely.

Ethical Considerations

• Are you using exclusives to manipulate or reward? Be honest about intent.
• Are you misusing embargoes to create artificial urgency?
• Are you favoring clickbait over clarity? Journalism deserves better.

Final Thought

Exclusives and embargoes still matter—but only when used with care, context, and mutual respect. They’re not shortcuts to coverage. They’re tools for partnership between brands and the press.

Use them to build trust, not tension. Because when the story matters, the delivery does too.