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When an embargo is placed on a press release, a time is clearly set within the release as to when that information is allowed to be published. It allows media the opportunity to research what is being released, but also gives clubs (or whoever is distributing the press release) the power to maximise the impact of their information.
Above: A picture paints a thousand words. Often, the wrong words.
Over the past month, several embargoes have been broken by major media outlets. The repercussions of their actions are detrimental to the Hyundai A-League, and must be stamped out.
First to break ranks was a Victorian newspaper, who revealed the retirement of Josip Skoko the morning of the announcement, which was to be made early that afternoon. It is unfortunate that the Australian, who played a large role in helping Australia to their second World Cup appearance in 2006, would be treated in this way. The former Socceroo should have enjoyed the respect of the media, and it is disappointing he received otherwise.
The next false start was intriguingly a prominent Australian football website. Whilst it was commonly accepted that Sydney FC would announce their major new signing on game-day, firstly for television viewers with Foxsports and then live at the ground via bigscreen, this particular website thought it necessary to publish the news a day prior to the match.
Whilst not specifically breaking an embargoed release, it is poor form to upset the publicity stunt that was to take place, however hard their journalists worked to discover the news.
Most recently, a New Zealand sports media company became the latest wrong-doers, yesterday deciding they would reveal the re-signing of Bruno Cazarine for Sydney FC. The time-difference in New Zealand may have added confusion as to when the embargo was set for, but it is upsetting that such mistakes are made. In their defense the article was subsequently deleted. But they left their twitter post for all to see.
It is no secret that A-League clubs operate on tight budgets. Consequently, their marketing techniques are often subtle, and/or inexpensive. The use of an embargoed press release, for example, is a great tool to generate hype for an announcement. Understandably, the media believes it is their responsibility to criticize the A-League so as to invoke change, but they also have an ethical duty to the game.
Much has been said of the high level of criticism the Hyundai A-League received from local media. Whether or not that is justified is questionable, but what is undeniably true is that the Australian football media has a moral responsibility to both themselves and the clubs in which the report on.
If you truly wish to grow the game in Australia, at least get the journalistic basics right before you begin to criticize.