when is an embargo not an embargo?

High profile, Unites States blog Techcrunch has a new media policy - break all embargoes, even the ones they agree to.

One reason is that the outlet that publishes a story first in today’s online world get the best visibility online and the best search engine ranking.

And, the second reason is that there is no downside to breaking an embargo. Techcrunch argues that United States PR firms are so desperate to do well for their clients that they will continue to send media relases to anyone and everyone in an attempt to get publicity no matter how they have been treated in the past.

I’d also say that in New Zealand we are doing our clients no favours when we use an embargo simply as a scheduled time slot for a release to be made public.