even if you are a $456MM unicorn, do not make this mistake
In the high-stakes, fast-paced world of public relations, building trust with the media is everything, and there are established rules that must be followed. A recent PR misstep involving a $456 million funding round highlighted just how risky it can be to skirt embargo protocol—unless, of course, you have the clout to weather the storm, like cybersecurity startup Kiteworks.
But let’s be clear: most companies aren’t in that position. This incident underscores the importance of properly implementing embargoes to maintain control of the narrative and ensure that trust for the best PR professionals and journalists is upheld.
A Deliberate Stunt or Calculated Strategy?
The story begins with a PR firm sending an “under embargo” pitch to Alex Konrad, a well-known Forbes Business journalist known for his sharp reporting and no-nonsense attitude, without securing his permission first. For those unfamiliar, an embargo is an agreement between a PR professional and a journalist to withhold certain information from being published until a specified time. It’s a common practice used to allow reporters time to review upcoming news, conduct proper research, interview relevant sources, and report accurately on the story.
However, in this case, the PR firm jumped the gun. They sent the pitch to Konrad, who, as he tweeted, was less than thrilled with the unsolicited information:
“Lord, give me the strength not to tweet out the $450M funding round a startup’s PR firm just blasted out, unasked, ‘under embargo’ to August 14.”
The PR community collectively rolled their eyes and buzzed about whether this was a deliberate stunt or just a colossal mistake. The incident was so outlandish that many suspected it might have been intentional. With Konrad’s reputation, the fact that the PR firm mishandled the embargo in such a way only added to the speculation and intrigue.
Why Skirting Embargo Rules Is Risky
Embargoes are not to be taken lightly. They are a foundational element of trust between PR professionals and journalists. When the norms of embargo protocol are not followed, the repercussions can be severe:
Damaged Relationships: Journalists like Alex Konrad are gatekeepers to the media coverage that PR professionals seek. Sending embargoed information without prior consent can strain relationships and make it harder to secure coverage in the future.
Lost Control of the Narrative: Once journalists have embargoed information, it’s up to them to decide when and how to release it. Without consent, PR firms lose control, which can lead to inaccurate or incomplete reporting.
Reputation Risks: Reputation is everything in PR. A mistake like this can reflect poorly on both the firm and the client, leading to long-term consequences.
Limited Coverage: Not every company is a unicorn that can attract coverage from major outlets like TechCrunch with every misstep. Most companies must carefully manage their media relations to ensure they receive the attention they deserve.
The Right Way to Handle Embargoes
To avoid situations like the one that played out with the $450M funding round, PR professionals must adhere to a few key principles:
Always Seek Permission: Ensure you have the journalist’s consent before sending any embargoed information. This step is non-negotiable.
Be Clear and Transparent: When you share embargoed information, be explicit about the terms and timing of the embargo. Clarity reduces the risk of misunderstandings.
Respect the Journalist’s Role: Journalists are inundated with pitches daily. Respect their time and role by only sending embargoed information when necessary and with their approval.
Upholding Professional Standards
The incident involving the $456 million funding round for Kiteworks, which was simultaneously published as an exclusive by the Wall Street Journal and covered by TechCrunch, shows that even when the protocol is not followed, a company can still receive significant media coverage. However, this outcome is more of an exception than a rule. While Kiteworks managed to secure great coverage despite the breach in embargo etiquette, it’s important to remember that such success is not guaranteed for most companies. For the majority, adhering to professional standards—such as respecting embargoes—remains critical for maintaining trust, controlling the narrative, and ensuring positive media relations. In PR, as in life, respect and professionalism still go a long way.
For most companies, adhering to media norms like embargoes is crucial to supporting your products, industries, and overall direction. While there might be a few unicorns each year that can afford to bend these rules, for the majority, sticking to professional standards—like using embargoes to give reporters the time they need to research properly, interview, and report—is essential to maintaining credibility and securing positive media coverage.