File this in the "oopsies" category. From Romenesko (via Washington Post):

PR exec and lawyer Peter Segall admits he "engaged in a very stupid and ultimately cruel April Fool's joke against a man that has been my best friend for 30 years" by placing a notice of the pal's death in the Washington Post. Edward M. Gabriel fielded calls all day from friends who thought he had died. One woman said she cried for two hours after seeing the ad. Segall has a paid retraction in today's Post.