Prebriefing media under embargo is something PR professionals do all the time. But prebriefing in the Nordic countries can be precarious. The deal only lasts as long as the relationship is better than the news story. If the story is big enough some journalists will run with it and sodd the consequences. Right on I say, they are journalists after all. But for us PR professionals it makes things difficult. We have great relationships with journalists, we are interdependent. But this is a much more reluctant dependency than in many other markets. Would they not be happy to blow the relationship if they get a really good scoop?, Yes they would. So judgement depending on the situation is definitely called for. Most of the time it's absolutely fine. However ask me if I would recommend my clients to prebrief Swedish media under embargo on a regular basis. No I would not.