Embargoes and advances — the new rules of engagement
April 16th, 2009 by Tony Sapienza
For all of my years in tech public relations, embargoes and advances have been fundamentals of PR — and for most of those years, the process saw little change. But the 24/7 nature of news reporting today and the reach of the web have forced a change — and this was the focus of conversation Topaz staffers Tom Francoeur, Kammie Lombardi and I had a few weeks back with PR Week‘s Craig McGuire. The article that appeared in this week issue of PR Week does a nice job of describing the new rules of engagement. In addition to the Topaz point-of-view, the article includes insights from another agency, Citigate Cunningham, and a reporter, MultiChannel Merchant’s Ken Magill — and we all seem to agree that using advances and embargoes is still a viable option — it just takes a new perspective and some more careful planning.
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