Proofreading catches surface errors; editing checks whether the release says the right thing, in the right order, with evidence. Both matter. A perfectly spelled announcement can still give the wrong date, overstate a result, or link to an unavailable product page. Separate the reviews so important facts are not lost in a hunt for commas.
First pass: verify the substance
Write down the core news in one sentence. Check that the headline and opening paragraph convey it without exaggeration. Confirm who is involved, what happened, the date, place, availability, price or eligibility when relevant, and why the audience should care. Ask the owner of each technical or financial claim to confirm the number and source.
Inspect comparisons and percentages: what is the baseline, sample, and period? A claim that sounds precise may conceal an inappropriate comparison. Check that legal or regulatory qualifications are in the right place and understandable, not buried in tiny footer text.
Second pass: structure and voice
Move the most important verified facts high in the copy. Remove repeated corporate descriptions and empty quotations. Define acronyms and replace internal shorthand. Make each paragraph serve a reader’s question. A release is not improved by padding it to a target length if the extra words do not add information.
Read all quotes against the approved wording and attribution. Keep opinion distinct from fact. If a spokesperson is unavailable to answer questions, name an alternative contact rather than treating a quote as the end of the conversation.
Third pass: production details
Check spelling, names, pronouns, titles, dates, time zones, units, punctuation, and consistent style. Open every link, confirm the destination and any attached files, and check that images have descriptive alt text and appropriate rights. Test the release on a narrow screen and verify that the contact method actually works.
Read the subject line and preview text as carefully as the release body. A misleading subject line can undermine an otherwise accurate announcement. If the story is under embargo, verify the agreed date and time, recipients, and approval route before sending.
Final approval and correction plan
Keep a clean approved version and a record of who checked each category of fact. Re-read the exported page or distribution preview: layout changes can break a link or alter a symbol. Schedule the publication only after the final version is signed off; an earlier approved draft is not a blanket approval for later edits.
Agree in advance who will correct an error and how recipients will be notified. PRSA’s code calls for prompt correction of erroneous communications. A documented process makes it more likely that a mistake is fixed openly and quickly.