Exclusives, advances, and embargoes: How to use each ethically in media relations

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In this solocast, On Top of PR host Jason Mudd discusses the ethical and practical differences between exclusives, advances, and embargoes and how to use them correctly in media relations.

Tune in to learn more!

Five things you’ll learn from this episode:

1. The clear differences between exclusives, advances, and embargoes

2. The most common PR mistakes that quietly damage credibility

3. Why advances don’t restrict publication unless you explicitly say so

4. How to structure ethical exclusives without limiting coverage

5. Practical scripts you can use for exclusives, advances, and embargoes

Quotables

“If you promise a national consumer outlet an exclusive and then you pitch another national consumer outlet the same story, you broke your promise.” — @jasonmudd9

“Reporters don't forget. They may confront you; they may not. They may complain; they may not. But they will remember, so always be honest and ethical in all of your communication.” — @jasonmudd9

“Embargoes work best when your organization has a plan for what happens if the embargo breaks. If you want to use embargoes correctly, you must be precise.” — @jasonmudd9

“This is a critical lesson: Don't rely on terminology alone. Don't assume the other party defines the offer the same way you do.” — @jasonmudd9

“Media relations is not about getting coverage. Media relations is about earning trust, earning credibility, and building relationships that last.” — @jasonmudd9

“If your goal is first-class media relations, the standard is simple. Say what you mean, mean what you say, deliver what you promise.” — @jasonmudd9

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Contact info and resources:

Jason Mudd on X

Jason Mudd on LinkedIn

Axia Public Relations website

Axia Public Relations resources

1:1 consultations and training with Axia

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• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.