Sometimes the news is harder.
A launch date moved. A shipment is delayed. A venue changed. A product feature will not be ready. A company has to correct something it said too soon.
That does not mean you should hide. It means you should communicate clearly.
A press release can help when the change affects customers, partners, investors, employees, event attendees, or the broader public. The goal is not to make bad news sound good. The goal is to help people understand what changed, why it changed, and what happens next.
Start with the change, not the excuse
The biggest mistake companies make is taking too long to get to the point.
Do not open with your mission or commitment to excellence. That may be true, but it is not what people need first.
Lead with the practical update.
For example:
“ABC Software today announced that the public release of its new scheduling platform will move from August 10 to September 18 to allow additional accessibility testing.”
That sentence gives readers the key facts. What changed? The release date. Why? More testing. What is the new date? September 18.
Useful beats polished every time.
Explain the reason in plain language
You do not need to share every internal detail. You do need to give enough context to be credible.
A vague explanation creates suspicion. A clear one lowers the temperature.
Compare these two lines:
“We have made the strategic decision to adjust our timeline.”
That says almost nothing.
Now try:
“Final testing showed that several features needed more work before the product would be ready for customers.”
That is honest without being dramatic.
If the delay involves safety, quality, compliance, supply chain issues, venue logistics, or customer experience, say so. Do not overexplain. Keep the focus on what your company is doing now.
Say who is affected
A delay is not the same for everyone.
Customers may need a new delivery date. Event attendees may need travel guidance. Investors may need a revised timeline. Partners may need updated launch materials. Reporters may need to know whether an embargo or earlier announcement has changed.
Spell this out.
Use bullets when the details are practical:
- Existing customers will receive updated delivery notices by Friday.
- Event registrations remain valid for the new date.
- Refund requests will be accepted through July 15.
- Partners will receive revised product materials this week.
This turns the release into a public record people can act on.
Include a real quote
The quote matters most when the news is uncomfortable.
This is not the time for a canned line like, “We are excited to continue our journey.”
Have a leader take responsibility, show judgment, and point forward.
For example:
“We know this delay creates inconvenience, and we do not take that lightly,” said Jane Smith, CEO of ABC Software. “We made this decision because releasing the platform before accessibility testing was complete would not serve our customers well.”
That quote works because it sounds like a person. It acknowledges the problem and explains the decision.
For more on handling public corrections and changes, eReleases has a helpful guide on when to retract or correct a press release.
Avoid promises you cannot prove
When a company is under pressure, it is tempting to reassure everyone with big claims.
Do not do that.
Do not say the issue is “fully resolved” unless it is. Do not promise “no further delays” unless you control every part of the timeline. Do not say “customers will not be affected” if some clearly are.
The Federal Trade Commission’s basic guidance on advertising and marketing says claims should be truthful, not misleading, and backed by evidence. That same standard is useful for public updates, too: say what you know, and do not dress up what you do not.
Close with the next step
People forgive problems more easily than confusion.
End the release by telling readers where to go next. That might be a support page, media contact, revised schedule, refund form, or FAQ.
A simple closing line can do a lot:
“Customers with questions can visit the updated FAQ at [company URL] or contact support at [email address]. Media inquiries should be directed to [name] at [email address].”
The point is not to make the setback disappear. Make the path forward easy to follow.
The bottom line
A delay or change is not automatically a PR crisis. Silence can turn it into one.
A good press release gives people the facts, the reason, the impact, and the next step. It does not spin. It respects the reader.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn