Behind the scenes of the automotive PR industry, the process of putting a news embargo in place is so important for the success and trajectory of the story. Before the ‘main event’ of any news, launch, or product release, there are always meticulous, and detailed plans carefully crafted by PR specialists. This timeline is paramount to all parties involved, as it is the time when the car news, company, or product is in the early stages of planning for public reveal. In this blog post, we’ll dive into what an embargo is, why it is done, and the method behind an embargo date in conjunction with future events.
So, what exactly is an embargo? The process of embargoing car news is a strategic method which involves withholding important information about upcoming vehicles or news until a designated release date and time. This process affects manufacturers, media outlets, and consumers as the news spreads throughout the automotive industry. The timeline in which this news is prepared and released can vary depending on the factors that PR professionals can incorporate into the release and these factors can change the overall outcome of the campaign.
This is why within the world of automotive PR, the process of putting news under an embargo becomes crucial to the factors that will be added to the timeline for the desired conclusion. But first, let’s look at the first step of applying an embargo and why we do it. As mentioned above, the first step to setting up information for public release involves several details, and the embargo is step one in the process of building an effective campaign for the client. Once the embargo is applied to a date and time, the next step in planning the timeline can begin.
As previously mentioned, embargoing news is a crucial process, but for the best possible result, an embargo could be excellently timed with certain events or automotive shows to push the news further out. This is the next step after an embargo date is agreed upon. Involving trade shows, or automotive events, in the timeline of releasing new information can have a positive impact and change the trajectory of the way the news is spread out and covered by the media.
For instance, we here at HBPR embargoed information about Nichols Cars in anticipation of its latest automotive release. The Can-Am-inspired N1A sports car was introduced digitally and required an embargo along with a carefully planned schedule for its subsequent public unveiling. Nichols Cars ultimately achieved international media attention, received a positive reception during a private event at the Silverstone Festival in August last year [2023], and had a presence at the Bicester Heritage Sunday Scramble in the following October for its public debut.
This timeline provided journalists with ample time to gather essential information about the car and the company. It also allowed us to unveil the N1A after sharing its preview information, which was released the previous month. As a result, this well-planned schedule ensured that news about Nichols Cars could spread within the automotive community, enabling us to carefully choose the most suitable events for a highly anticipated introduction of the N1A.
Another notable example of the importance of embargoes occurred when we strategically decided to release two new cars alongside a company’s new redefined website. For Frontline Cars and its specialised take on restomod MGBs, this decision was driven by multiple factors, including a shift in its business focus, the specialisation of certain vehicle components, and the rebranding of the company’s name and identity (formerly Frontline Developments). The website was revamped to better align with the company’s new purpose and mission, and these changes were critical in the context of the news, as they signified a fundamental shift in Frontline’s reputation and offerings.
To effectively communicate this rebranding and introduce the new Frontline projects, it was essential to have a well-planned PR strategy that matched the company’s evolving identity. The cars and subsequent website launch were hugely successful, as were the public unveiling of the new Frontline MG B Electric Edition BEE and the radically evolved LE60 cars at the Bicester Heritage Sunday Scramble in October last year [2023].
Embargoing news can also be a highly effective strategic move when you want to provide a specific journalist or publication with an exclusive story. This practice allows you to maintain control over the narrative and timing of the story’s release. By offering an embargo to a trusted journalist or outlet, you can ensure that they have sufficient time to research, fact-check, and craft a well-informed and engaging piece. In return, this can lead to more in-depth and well-rounded coverage that showcases the story in the best possible light. Additionally, granting an embargo demonstrates respect and trust in the chosen media source, which can foster a stronger and more productive relationship, benefiting both parties. Ultimately, embargoing news is a strategic tool that allows for a carefully orchestrated unveiling of information, maximising the impact and reach of the story while bolstering your media relationships.
At HBPR, we pride ourselves on ensuring the best possible coverage outcome for our clients. What’s right for one won’t be for another, but our ethos for every project is that it’s created and conducted with care and precision, connecting with global media and customers alike. If this blog resonated with you, you have any comments or would just like to have a chat, please get in touch at hannah@hannahburgesspr.com. Our door is always open.