Check out part 1: get ready and part 2: get set before reading part 3 below.
Okay. We're all prepped and set to get this embargoed news out the door. How do we wrap things up and make sure that everything goes off without a hitch? All those answers and more in..
PART THREE: Go!
GETTING READY FOR POSTING
Pitching: The blogger will likely be coming to you with requests and questions. Some of these questions may seem obtuse. Answer only those that you are comfortable answering. Find other experts on your team to answer the others.
Blogging: Continue to ask questions, as needed, but bear in mind that the person pitching the news is likely being bombarded by a variety of requests. Try to be as clear as possible.
Write up a draft of your post.
PRE-LAUNCH PLANNING
Pitching: A day or so prior to the release, confirm the date and time of the embargo with the blogger. Ensure that all of his or her questions have been answered. Provide the final copy of the press release and any other materials that may have been finalized during the past week. Provide specific tags which you recommend the blogger employ.
Blogging: Get your final questions answered. Confirm the date and time that you will be publishing the post. Finalize your post.
PUSH THE BUTTON
Pitching: Once the news is out the door, circle back around with each blogger. Make sure that the posts dropped. If they didn't, ping the blogger to make sure that everything is going as expected and that there aren't any last minute questions. Comment on the posts, clarifying when needed or correcting inaccurate statements. Continue to participate in the comment conversation.
Blogging: Post the piece at the appropriate time. Confirm with the folks pitching that you did in fact post by sharing the link. Keep track of who else went live with the piece at the same time. Read the other stories.
POST LAUNCH WRAP-UP
Pitching: Post a roundup of the coverage, highlighting your embargo participants' efforts first. Make sure to drop an email to each blogger, thanking them for participating and honoring the embargo. Confirm that it is acceptable to include them on future embargo invitations.
Blogging: Continue to track the story to monitor the uptake. Participate in other conversations around the topic on other blogs.
And there we have the embargo process: Get ready, Get set, and Go.
Granted, it's not every minute detail of the embargo process. But hopefully, it gives you a picture of your respective---and respectful---role in the process. Is this a process in which you would want to participate? Or is it still too confining for your tastes?
Rick Turoczy is one of the CenterNetworks Experts and he writes for the Silicon Florist, a blog covering under-the-RADAR start-ups, blogs, and events in Portland, Oregon, and the Silicon Forest. He can be reached, most readily, via Twitter.
