When to Retract or Correct a Press Release

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Retracting a Press Release

To retract a press release means to officially withdraw or take back the statement or information that was previously disseminated to the public and the media. This is usually done when the information in the original press release is found to be incorrect, misleading, or no longer valid. Retraction often involves issuing a formal statement explaining the reason for the retraction and providing any necessary corrections or updates.

As a PR guy, there may not be a word I hate hearing more than “retraction.” Any time a client approaches me with the request to retract a press release, I instantly cringe. Retractions suck. Not just because they’re a good amount of work, but because they can lead to a lot of negative fallout. A press release retraction can get you unwanted scrutiny, making reporters think something bad is happening. So, often times, when you request a press release retraction, the reporters are like sharks sensing blood in the water, and they’re ready to attack and find out the real story.

That’s why I almost always advise against retracting press releases. The truth is that most people don’t have a good enough reason to request a retraction. Being a little unhappy with the wording or forgetting to include some minor detail of information aren’t reasons enough for retracting a press release.

Now, does that mean there’s never a reason to retract a press release? Of course not.

When to Retract a Press Release

I believe there are some legitimate, unfortunate situations that demand you retract a press release.

One such situation is when you announce news prematurely. It’s possible that you jumped the gun with your press release and sent out a story that either wasn’t yet confirmed or couldn’t be announced just yet due to legal reasons. In these situations, you need to get on the ball immediately and retract that press release.

Another reason to retract a press release is when the press release contains major factual errors. In this case, the news is inaccurate, and you owe it to both yourself and the media to run a retraction. You can’t be spreading misinformation. It will kill your credibility.

What to do When you Decide to Retract a Press Release

So, suppose you need to retract a press release. What do you do? Here are some tips to keep in mind.

• Act fast — The longer you wait around, the further that original press release could travel. As soon as you’ve committed to retracting a press release, you need to get on the ball and contact all reporters you sent the press release to. At the very least, email them, but if possible, get them on the phone and explain your reasons for retracting the press release.
• Give specific reasons in the retraction — Remember what I said earlier about reporters sensing blood in the water when you run a retraction? You can quell their killer instincts if you’re upfront about the reasons for your retraction. If your original press release contained errors, state these errors in the retraction. If the story was released too early, let them know. Be forthcoming.

How to Retract a Press Release

Retracting a press release requires a careful and professional approach to maintain credibility and manage any potential negative impact. Here are the steps to properly retract a press release:

• 1. Assess the Situation
  • Determine the Reason: Identify why the press release needs to be retracted (e.g., incorrect information, premature release, or changes in circumstances).
    Evaluate the Impact: Understand the potential consequences of the incorrect information being public and the urgency of the retraction.
• 2. Prepare the Retraction Statement
  • Be Clear and Concise: Clearly state that the previous press release is being retracted. Avoid long explanations and stay focused on the key message.
  • Provide Correct Information: If possible, provide the correct information or explain that an updated statement will be issued.
  • Apologize and Take Responsibility: Offer a sincere apology for any confusion or inconvenience caused.
• 3. Distribute the Retraction
  • Use the Same Channels: Distribute the retraction through the same channels used for the original press release (e.g., email lists, social media, company website, newswire services).
  • Reach Out to Key Contacts: Personally contact major media outlets and journalists who covered the original press release to ensure they are aware of the retraction.
• 4. Monitor and Follow Up
  • Monitor Media Coverage: Track how the retraction is covered and ensure that the incorrect information is being corrected.
  • Issue Updates if Necessary: If more accurate information becomes available, issue an updated press release to replace the retracted one.

5. Document the Retraction

• Keep Records: Maintain a record of the retraction process, including the retraction statement, distribution lists, and any correspondence with media outlets.

Steps to Issue a Retraction and Press Release Correction (Including Templates and an Example)

As noted above, when you issue a retraction you should issue two separate press releases.

1. A retraction press release
2. A corrected press release

Here are templates for each and a sample of a corrected press release you can use as a model.

Step #1: Issue a Retraction Statement

Here’s an example template for a retraction press release:

By following these steps, you can effectively manage the retraction process and maintain transparency and trust with your audience.
Once your retracted press release has been sent, you can then follow up with a corrected press release.

Step #2: Issue a Corrected Press Release

Here’s an example template for a corrected press release that follows a retraction:

Sample Corrected Press Release

Here’s an example of a press release correction:

As stated above, you really don’t want to have to go through this process.

How to Avoid Having to Retract a Press Release

Preventing the need to issue a retracted press release involves careful planning, thorough verification, and meticulous review processes. Here are some key strategies to help avoid such situations:

• 1. Verify Information Thoroughly
  • Fact-Check Data: Ensure all data, statistics, and statements are accurate and sourced from reliable references.
  • Confirm Details: Double-check dates, times, locations, and names to avoid any inaccuracies.
• 2. Collaborate with Relevant Departments
  • Cross-Department Review: Have the press release reviewed by all relevant departments (e.g., legal, marketing, communications) to catch any errors or inconsistencies.
  • Subject Matter Experts: Involve subject matter experts to validate the technical or specialized information included in the release.
• 3. Implement a Review Process
  • Multiple Drafts: Create multiple drafts of the press release and have each one reviewed by different team members.
  • Proofreading: Have the final draft proofread by someone not involved in writing it to catch overlooked mistakes.
• 4. Establish Clear Approval Procedures
  • Approval Chain: Establish a clear chain of approval that includes key stakeholders and decision-makers.

  Final Sign-Off: Ensure the press release is not issued until it has received the final sign-off from all necessary parties.

• 5. Use Checklists
  • Release Checklist: Develop a checklist that covers all aspects of the press release, including facts, figures, quotes, and logistical details, to ensure nothing is missed.
  • Distribution Checklist: Ensure the release method and distribution channels are appropriate and properly set up.
• 6. Allow Sufficient Time
  • Avoid Rushing: Allocate enough time for the creation, review, and approval of the press release to avoid mistakes caused by rushing.
  • Plan Ahead: Schedule the release well in advance to accommodate any last-minute changes or additional reviews.
• 7. Communicate Internally
  • Internal Briefings: Ensure all internal teams are briefed about the press release and any relevant details to avoid miscommunication.
  • Feedback Loop: Establish a feedback loop where team members can raise concerns or suggest improvements before the release is finalized.
• 8. Test Distribution Channels
  • Dry Runs: Conduct dry runs with less important press release information to ensure that the distribution channels (e.g., email lists, newswires) are functioning correctly and that the release will reach the intended audience.
• 9. Legal Review
  • Compliance Check: Have legal counsel review the press release to ensure it complies with all relevant laws and regulations and does not contain any legally sensitive information.
• 10. Crisis Management Plan
  • Preparation: Have a crisis management plan in place that includes steps to quickly address any issues that arise, minimizing the impact if a mistake is discovered post-release.

By implementing these strategies, you can significantly reduce the likelihood of errors in your press releases and avoid the need for retractions.

Unfortunately, though, there are times when bona fide emergencies come up and you don’t have time to go through all the time-consuming steps listed above.

How to Issue Faultless Press Releases in Time-Compressed Situations

When time is limited, prioritizing critical steps can help ensure the accuracy and effectiveness of your press release without compromising its integrity. Here’s a streamlined approach:

• 1. Prioritize Key Verifications
  • Fact-Check Critical Data: Focus on verifying the most critical information, such as dates, times, names, and key facts.
  • Confirm Quotes and Statements: Ensure all quotes and statements from key individuals are accurate and approved.
• 2. Involve Key Stakeholders Quickly
  • Rapid Review: Involve essential stakeholders and decision-makers in a quick review process to catch any major errors or inaccuracies.
  • Immediate Feedback: Use brief meetings or quick consultations to get immediate feedback from relevant departments.
  • Get Everyone in One Room: One of the best ways to do this is to get all the key stakeholders into one room, and work together to craft and approve your press release.

3. Use a Checklist for Essentials

• Critical Checklist: Use a shortened checklist focusing on the most important elements to ensure nothing crucial is missed.
• Essential Proofreading: Have at least two people proofread the document, even if it’s a quick review.

4. Leverage Technology

• Collaboration Tools: Use collaborative tools (like Google Docs or other shared platforms) to allow multiple reviewers to work simultaneously.
• Automated Checks: Utilize spelling and grammar check tools to catch basic errors quickly.

5. Clear and Concise Communication

• Simplify Messaging: Keep the press release clear and concise to minimize the potential for errors and miscommunication.
• Direct Distribution: Send the release directly to the most relevant media contacts to ensure it reaches the right audience quickly.

6. Promise More Information as it Becomes Available

• Only Provide Accurate Information: As much as the media wants to know everything immediately, you should never guess or provide information you do not know to be true. A simple statement like “more information will be provided as soon as it is available”.

6. Pre-Approval Templates

• Use Templates: Utilize pre-approved templates for recurring types of press releases to save time on formatting and structure.
• Pre-Approved Quotes: Keep a repository of pre-approved quotes from key individuals that can be used without additional approval.

7. Crisis Management Readiness

• Plan for Quick Corrections: Be prepared to issue a follow-up correction quickly if any errors are discovered after the release.
• Monitoring: Monitor the release closely to catch and address any issues as soon as they arise.

8. Communicate Internally

• Brief Key Team Members: Ensure that key team members are aware of the press release and can respond promptly to any inquiries or issues.
• Rapid Response Team: Have a small team ready to address any potential fallout or questions from the press.

Sample Quick-Approval Process

1. Drafting:
   • Writer drafts the press release focusing on key details and accuracy.
   • Use a template to speed up the process.
2. Initial Review:
   • Immediate review by a senior team member or department head.
   • Quick fact-check of essential details.
3. Stakeholder Input:
   • Rapid feedback from key stakeholders via a brief meeting or call.
4. Final Proofreading:
   • Proofread by a team member for any glaring errors or omissions.
5. Approval and Distribution:
   • Final approval from the highest available authority.
   • Distribute via the most direct and efficient channels

   .

By focusing on these critical steps, you can mitigate risks and maintain the credibility of your press release even under tight time constraints.

Have you ever retracted a press release? How did it go for you?

This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: https://www.ereleases.com/free-offer/beginners-guide-writing-powerful-press-releases/

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