Stopping the Release Process

If you ever have to pause or postpone the release process, you have to act quickly and assuredly. The only way you can do this efficiently is to have a prepared checklist available of tasks that you need to invoke. Typically, they cover the following:

1. Draft explanation—be honest.

2. Inform staff (make the confidentiality of the information clear, if appropriate).

3. Contact printers/duplicators to skip or halt production.

4. Contact all journalists. Ask them to pull copy and explain the situation.

5. If advertising has been placed, try to cancel it. Failing that, run a previously prepared standby ad. Don't just pay for advertising space and then not use it.

6. If the release has been made public, issue an explanation on your Web site.

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