--- title: When to Use a Pre-Briefing Strategy with Media and Why description: Learn when your B2B company needs to use a pre-briefing strategy with media and its importance in this blog post. image: http://www.ideagrove.com/hubfs/Blog_Images/Pre-Briefing-Strategy-Media.jpg --- [![logo](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/General/logo.svg "logo")](https://www.ideagrove.com) - [About Us](https://www.ideagrove.com/about) - [Services](https://www.ideagrove.com/services) - [Public Relations](https://www.ideagrove.com/services/public-relations) - [Brand Strategy](https://www.ideagrove.com/services/brand-strategy) - [Web Design](https://www.ideagrove.com/services/website-design) - [Content Marketing](https://www.ideagrove.com/services/content-marketing) - [Performance Marketing](https://www.ideagrove.com/services/performance-marketing) - [Client Stories](https://www.ideagrove.com/case-studies) - [Video Testimonials](https://www.ideagrove.com/testimonials) - [Industries](https://www.ideagrove.com/industries) - [IT & AI](https://www.ideagrove.com/industries/it-ai) - [Manufacturing and Industrial](https://www.ideagrove.com/industries/manufacturing-industrial) - [Supply Chain and Logistics](https://www.ideagrove.com/industries/supply-chain-logistics) - [Blog](https://www.ideagrove.com/blog) - [About Us](https://www.ideagrove.com/about) - [Services](https://www.ideagrove.com/services) - [Public Relations](https://www.ideagrove.com/services/public-relations) - [Brand Strategy](https://www.ideagrove.com/services/brand-strategy) - [Web Design](https://www.ideagrove.com/services/website-design) - [Content Marketing](https://www.ideagrove.com/services/content-marketing) - [Performance Marketing](https://www.ideagrove.com/services/performance-marketing) - [Client Stories](https://www.ideagrove.com/case-studies) - [Video Testimonials](https://www.ideagrove.com/testimonials) - [Industries](https://www.ideagrove.com/industries) - [IT & AI](https://www.ideagrove.com/industries/it-ai) - [Manufacturing and Industrial](https://www.ideagrove.com/industries/manufacturing-industrial) - [Supply Chain and Logistics](https://www.ideagrove.com/industries/supply-chain-logistics) - [Blog](https://www.ideagrove.com/blog) [ Get Started ](https://www.ideagrove.com/contact) [ Get Started ](https://www.ideagrove.com/contact) [Blog](https://www.ideagrove.com/blog) / [Public Relations](https://www.ideagrove.com/blog/topic/public-relations) / # When to Use a Pre-Briefing Strategy with Media and Why ![](https://www.ideagrove.com/hubfs/Employee%20Photos/Headshots/Brittany-McLaughlin.jpg) [Brittany McLaughlin](https://www.ideagrove.com/blog/author/brittany-mclaughlin) **Published:** March 10, 2017       **Updated:** May 30, 2021 ![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/Blog/hour.svg) 4 min read - [![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/Blog/linkedin.svg)](http://www.linkedin.com/shareArticle?mini=true&url=https://www.ideagrove.com/blog/when-to-use-a-pre-briefing-strategy-with-media-and-why) - [![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/Blog/X.svg)](https://twitter.com/intent/tweet?url=https://www.ideagrove.com/blog/when-to-use-a-pre-briefing-strategy-with-media-and-why) - [![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/Blog/facebook.svg)](http://www.facebook.com/sharer.php?u=https://www.ideagrove.com/blog/when-to-use-a-pre-briefing-strategy-with-media-and-why) ![Pre-Briefing-Strategy-Media.jpg](http://www.ideagrove.com/hubfs/Blog_Images/Pre-Briefing-Strategy-Media.jpg) Many companies take an “If you build it, they will come” approach to their media relations strategy. As in, if you distribute a press release on a newswire, media will automatically report your news. Unless you’re a well-known brand like Apple or Google, this approach doesn’t work. The first step to an [effective media relations strategy](https://www.ideagrove.com/services/public-relations) is making sure your “news” is actually news. Did your company win a major industry award? Congratulations, but media isn’t going to write about this. You can distribute a press release about your recognition, but limit it to a local or web-only wire distribution so that it doesn’t drain your marketing budget. Real news is something that will have a tangible impact on your industry, such as the merger of two leaders in a space or the unveiling of a first-to-market product that will save companies money. It is in these instances that a pre-briefing media strategy should be implemented. **What does it mean to “pre-brief” media?** Say you plan to publicly announce your first-to-market product in April, but want to use a pre-briefing strategy. This means you select a small group of media with whom you’ll share the news in advance, giving them a chance to speak with an executive or subject matter expert about the announcement. Depending on how big the news is, you should ideally reach out to your select group of media one to two weeks in advance of the target announcement date. Doing so allows time to schedule interviews and gives the reporters plenty of time to write their articles. **Why use a pre-briefing strategy?** There are several advantages to using a pre-briefing strategy, one of which I’ve already mentioned. Any reporter worth their salt wants to be the first to break a story or at least bring a unique perspective to their readers. If they learn about a piece of news through a press release distributed over the wire, then the story is already public knowledge. Reporters are also becoming increasingly overburdened and asked to write about more topics under tighter deadlines. By the time they get around to writing about your press release, the story will likely be too old to warrant an article. Or they’ll be forced to write something based primarily on the press release, rather than taking time for an interview with the SME. By giving reporters an advanced look at an announcement, you’re allowing them the time to write a more in-depth article. This, combined with the sense of urgency that it creates, increases the likelihood that they’ll cover the story at all. **How do you implement a pre-briefing strategy?** As with any media relations strategy, the key to success is proper planning. First you have to pick your dates and stick to them—more on that in a bit. Build in the appropriate amount of time for selecting media, conducting outreach and coordinating interviews. One of the most important decisions you can make when planning a pre-briefing is which media to include. While most media will honor an embargo (the request that they don’t share news until a particular date), it’s important that you have a strong relationship established with the reporters you choose to pre-brief to ensure that the news isn’t leaked ahead of schedule. Once you have your short list of media, reach out to them per the schedule you prepared and ask if they would be willing to agree to an embargo. Only after you have their consent, should you share the full details of the announcement including the *final* version of the press release. Then you can schedule interviews, provide any additional materials the reporters request, and prepare to distribute your release as scheduled. This is where we come back to the importance of sticking to your schedule. Since we’re giving media a specific date and time when the embargo will be lifted, its vital that everyone is in agreement on that date. The last thing you want to do is go back to media and tell them that the timeline has shifted. This undermines your credibility with media and makes them less likely to work with you on an embargoed announcement in the future. If all goes well, a pre-briefing media strategy should result in [important third-party validation from the media](https://www.ideagrove.com/approach/third-party-validation) and more in-depth coverage of your announcement that publishes in conjunction with your press release distribution. While this approach does require more planning than a typical announcement, it’s well worth the effort. ###### Insights ## Stay Informed with Our Blog Discover the latest industry trends and expert advice. [View All](https://www.ideagrove.com/blog) [![](https://www.ideagrove.com/hs-fs/hubfs/AI-Generated%20Media/Images/Lighthouse%20Beam%20Through%20Dark%20Fog%20at%20Night-1.png?width=352&name=Lighthouse%20Beam%20Through%20Dark%20Fog%20at%20Night-1.png) ](https://www.ideagrove.com/blog/why-we-built-the-total-visibility-system-on-the-trust-signals-framework) [Total Visibility System](https://www.ideagrove.com/blog/topic/total-visibility-system) ![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/General/hourglass.svg) 7 min read ##### [Why We Built the Total Visibility System on the Trust Signals® Framework](https://www.ideagrove.com/blog/why-we-built-the-total-visibility-system-on-the-trust-signals-framework) Every agency has a methodology. Most of them are marketing. A process diagram with arrows... [Read more **](https://www.ideagrove.com/blog/why-we-built-the-total-visibility-system-on-the-trust-signals-framework) [![](https://www.ideagrove.com/hs-fs/hubfs/Blog_Images/covering-mouth-laughing-081165-edited-157772-edited.jpg?width=352&name=covering-mouth-laughing-081165-edited-157772-edited.jpg) ](https://www.ideagrove.com/blog/why-you-isnt-a-dirty-word-in-b2b-marketing) [Content Marketing](https://www.ideagrove.com/blog/topic/content-marketing) ![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/General/hourglass.svg) 5 min read ##### [Why 'YOU' Isn't a Dirty Word in B2B Marketing](https://www.ideagrove.com/blog/why-you-isnt-a-dirty-word-in-b2b-marketing) Let’s face it. A lot of B2B content can be a bit formal and stuffy. It’s full of long... [Read more **](https://www.ideagrove.com/blog/why-you-isnt-a-dirty-word-in-b2b-marketing) [![](https://www.ideagrove.com/hs-fs/hubfs/AI-Generated%20Media/Images/NeonPunk%20Businessman%20at%20Canyon%20Edge.png?width=352&name=NeonPunk%20Businessman%20at%20Canyon%20Edge.png) ](https://www.ideagrove.com/blog/we-put-together-12-lists-of-b2b-companies-worth-knowing) [Best of Lists](https://www.ideagrove.com/blog/topic/best-of-lists) ![](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/General/hourglass.svg) 2 min read ##### [We Put Together 16 Lists of B2B Companies Worth Knowing](https://www.ideagrove.com/blog/we-put-together-12-lists-of-b2b-companies-worth-knowing) Every year we work with B2B technology and industrial companies across a pretty wide... [Read more **](https://www.ideagrove.com/blog/we-put-together-12-lists-of-b2b-companies-worth-knowing) ###### Stay Informed with Our Newsletter ## Get the latest industry trends and insights delivered straight to your inbox. ### Unlock Exclusive Content and Offers Get early access to exclusive content and special offers by signing up. ### Expert PR and Marketing Services Contact us today to discuss how we can help your business grow. Contact Learn More ** [![logo](https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/General/logo.svg "logo")](https://www.ideagrove.com) - [About Us](https://www.ideagrove.com/about) - [Services](https://www.ideagrove.com/services) - [Client Stories](https://www.ideagrove.com/case-studies) - [Industries](https://www.ideagrove.com/industries) - [Blog](https://www.ideagrove.com/blog) - [Contact Us](https://www.ideagrove.com/contact) ##### Subscribe to Newsletter - [Privacy Policy](https://www.ideagrove.com/privacy-policy/) - [Terms of Service](https://www.ideagrove.com/terms-of-use/) - [Cookies Policy](https://www.ideagrove.com/privacy-policy/) - [Knowledgebase](https://info.ideagrove.com/knowledgebase) - [Brand Guidelines](https://www.ideagrove.com/brand-guidelines) © 2025 Idea Grove. All rights reserved ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Brittany McLaughlin", "url" : "https://www.ideagrove.com/blog/author/brittany-mclaughlin" }, "dateModified" : "2021-05-30T12:13:45.755Z", "datePublished" : "2017-03-10T14:30:00.000Z", "headline" : "When to Use a Pre-Briefing Strategy with Media and Why", "image" : [ "//www.ideagrove.com/hubfs/Blog_Images/Pre-Briefing-Strategy-Media.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.ideagrove.com/blog/when-to-use-a-pre-briefing-strategy-with-media-and-why", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.ideagrove.com/hubfs/Miscellaneous%20Imagery/IG%20Logo%202020/ideagrove-logo-horizontal-200-50-dark.svg" }, "name" : "Idea Grove" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.ideagrove.com/#organization", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Lewisville", "addressRegion" : "TX", "postalCode" : "75056", "streetAddress" : "2540 King Arthur Blvd, Suite 209N" }, "areaServed" : { "@type" : "Country", "name" : "United States" }, "contactPoint" : { "@type" : "ContactPoint", "areaServed" : "US", "availableLanguage" : "English", "contactType" : "sales", "email" : "newbiz@ideagrove.com", "telephone" : "+1-972-235-3439" }, "description" : "Idea Grove is a B2B PR and visibility agency helping technology, manufacturing, and industrial companies build authority and improve discoverability through earned media, SEO, and AI visibility strategy.", "foundingDate" : "2004", "hasOfferCatalog" : { "@type" : "OfferCatalog", "itemListElement" : [ { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "Public Relations", "url" : "https://www.ideagrove.com/services/public-relations" } }, { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "AI Search Visibility", "url" : "https://www.ideagrove.com/services/ai-search-visibility" } }, { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "SEO & AI Optimization", "url" : "https://www.ideagrove.com/services/seo-ai" } }, { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "Content Marketing", "url" : "https://www.ideagrove.com/services/content-marketing" } }, { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "Brand Strategy", "url" : "https://www.ideagrove.com/services/brand-strategy" } }, { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "Website Design", "url" : "https://www.ideagrove.com/services/website-design" } }, { "@type" : "Offer", "itemOffered" : { "@type" : "Service", "name" : "Performance Marketing", "url" : "https://www.ideagrove.com/services/performance-marketing" } } ], "name" : "B2B PR and Visibility Services" }, "knowsAbout" : [ "B2B Public Relations", "AI Search Visibility", "SEO", "Content Marketing", "Brand Strategy", "Performance Marketing", "Earned Media" ], "legalName" : "Idea Grove LLC", "logo" : { "@type" : "ImageObject", "height" : 60, "url" : "https://www.ideagrove.com/hubfs/Idea_Grove_2023/Images/General/logo.svg", "width" : 200 }, "name" : "Idea Grove", "sameAs" : [ "https://www.linkedin.com/company/idea-grove", "https://twitter.com/ideagrove", "https://www.facebook.com/ideagrove" ], "url" : "https://www.ideagrove.com" } ```