Distribution
The Embargo Dance
Tier-1 exclusive plus a coordinated embargo creates two news cycles from one announcement.
Give one outlet the exclusive (24-hour head start). Embargo everyone else to a specific time. The exclusive creates the "first" story; the embargo lift creates the "everyone covers it" moment. You get two waves from one announcement.
Risk Embargoes break. Pick the second-tier outlets carefully — they're the most likely to jump.