{"id":12500,"date":"2023-09-10T01:00:48","date_gmt":"2023-09-10T05:00:48","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=12500"},"modified":"2023-12-20T10:32:35","modified_gmt":"2023-12-20T14:32:35","slug":"details-make-the-difference","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/09\/details-make-the-difference\/","title":{"rendered":"Use concrete details in your press release lead"},"content":{"rendered":"<h2>Specifics sell products, services &amp; ideas<\/h2>\n<p><em>The internet coffee pot. Word of the year. The Dust Bowl.<\/em><\/p>\n<figure id=\"attachment_32526\" aria-describedby=\"caption-attachment-32526\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32526\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/details-make-the-difference\/details-make-the-difference-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"details-make-the-difference\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Ready for my close-up&lt;\/strong&gt; Think specifics, not generalities, as the writers of these Silver Anvil Award-winning news releases do.  &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/paying-attention-small-letters-1063465130&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by ImagesGR&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png\" alt=\"Details make the difference\" title=\"Details make the difference\" width=\"450\" height=\"300\" class=\"size-full wp-image-32526 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32526\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/details-make-the-difference\/details-make-the-difference-4\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"details-make-the-difference\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Ready for my close-up&lt;\/strong&gt; Think specifics, not generalities, as the writers of these Silver Anvil Award-winning news releases do.  &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/paying-attention-small-letters-1063465130&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by ImagesGR&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png\" alt=\"Details make the difference\" title=\"Details make the difference\" width=\"450\" height=\"300\" class=\"size-full wp-image-32526\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2018\/07\/details-make-the-difference-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-32526\" class=\"wp-caption-text\"><strong>Ready for my close-up<\/strong> Think specifics, not generalities, as the writers of these Silver Anvil Award-winning news releases do. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/paying-attention-small-letters-1063465130\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by ImagesGR<\/em><\/a><\/figcaption><\/figure>\n<p>Details like these grab attention and help readers see your big idea.<\/p>\n<p>To use this approach, take a tip from William Carlos Williams, and turn ideas into things \u2014like these PRSA <a title=\"Silver Anvil Award\" href=\"https:\/\/www.prsa.org\/conferences-and-awards\/awards\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil Award<\/a>-winners do:<\/p>\n<h3>Choose one image to stand for the whole.<\/h3>\n<p>Marie Hatter chose a single detail to stand for her point atop the Cisco blog post \u201c<a title=\"Internet of Everything\" href=\"http:\/\/blogs.cisco.com\/news\/internet-of-everything\" target=\"_blank\" rel=\"noopener noreferrer\">Internet of Everything<\/a>&#8220;:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>Do you remember the <a title=\"Internet coffee pot\" href=\"http:\/\/en.wikipedia.org\/wiki\/Trojan_Room_coffee_pot\" target=\"_blank\" rel=\"noopener noreferrer\">Internet coffee pot<\/a>? Back in the earliest days of the Internet, researchers at the University of Cambridge put a constantly updating image of their break-room coffee pot on the Internet. It had a utilitarian purpose \u2014 why go all the way to the break room if the pot was empty? But it was also a bit of an Internet sensation. I remember showing friends the coffee pot of the Mosaic browser and breathlessly exclaiming, &#8220;And this is all the way from England, and it&#8217;s live \u2026&#8221; There really wasn&#8217;t a lot of content on the Internet in those days.<\/p>\n<p>Compare then to <a title=\"Coffeemaker automatically orders refills\" href=\"http:\/\/www.cnet.com\/8301-13553_1-57466164-32\/coffeemaker-automatically-orders-refills\/\" target=\"_blank\" rel=\"noopener noreferrer\">this<\/a>: a coffee maker that tracks your usage, and wirelessly \u201cphones home\u201d to order refills when you\u2019re close to using up all of your coffee pods. If you think this is unusual, then you better strap yourself in, because from here on, things will get faster. The next phase of the Internet is arriving sooner than you think with the Internet of Everything.<\/p>\n<\/div>\n<p>So choose an example to stand for the whole.<\/p>\n<p>Internet of Everything? Too big.<\/p>\n<p>Internet coffee pot? Just right.<\/p>\n<h3>Binge watching in a detail<\/h3>\n<p>Netflix uses the same approach for \u201c<a title=\"Netflix Declares Binge Watching is the New Normal\" href=\"https:\/\/pr.netflix.com\/WebClient\/getNewsSummary.do?newsId=496\" target=\"_blank\" rel=\"noopener noreferrer\">Netflix Declares Binge Watching is the New Normal<\/a>\u201d:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>&#8220;Selfies&#8221; may be the official new word of [the year], but Binge-Watching was a runner up for a reason. A recent survey conducted online by Harris Interactive on behalf of Netflix among nearly 1,500 TV streamers (online U.S. adults who stream TV shows at least once a week) found that binge watching is a widespread behavior among this group, with 61% binge watching regularly.<\/p>\n<p>If the common perception of binge watching was a weekend-long, pajama-wearing marathon of TV viewing, survey respondents don&#8217;t see it that way. A majority (73%) defined binge watching as watching between 2-6 episodes of the same TV show in one sitting. And there&#8217;s no guilt in it. Nearly three quarters of TV streamers (73%) say they have positive feelings towards binge streaming TV.<\/p>\n<\/div>\n<p>What we think about binge watching? Too broad.<\/p>\n<p><em>Binge watching<\/em> as runner-up to word of the year? Just right.<\/p>\n<h3>Bringing dirt down to size<\/h3>\n<p>PR pros for World Soil Day bring soil health down to earth in their Op\/Ed \u201cSoil Conservation: The Next Generation\u201d:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>Ken Burns&#8217; recent documentary, &#8220;The Dust Bowl,&#8221; serves as a sobering reminder that we owe our existence to the top six inches of soil and timely rains. It also reminds us, as President Franklin Roosevelt wrote, &#8220;The nation that destroys its soil, destroys itself.&#8221;<\/p>\n<p>In the intervening 75 years since the Dust Bowl, farmers, ranchers, conservationists and policy makers have worked diligently to reverse the tide of soil erosion while making enormous gains in agricultural production. Working to heal much of the nation&#8217;s cropland affected by that ecological disaster, generations of farmers, ranchers, policy makers and conservationists deserve our unqualified appreciation and praise.<\/p>\n<p>We now stand on the precipice of a new era in agricultural sustainability \u2014 one that seeks to not just stem the tide of erosion, but to rebuild the health and productivity of our nation&#8217;s soil. Rebuilding our nation&#8217;s soil health may well be the most important endeavor of our time.<\/p>\n<\/div>\n<p>All the soil in all the world? <strong><em>Too big!<\/em><\/strong><\/p>\n<p>The top six inches? Just right.<\/p>\n<h3>Go tiny.<\/h3>\n<p>For a <a title=\"specific-details lead\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/creative-communications\/concrete-details\/\" target=\"\" rel=\"noopener noreferrer\">specific-details lead<\/a>, choose a part \u2014 a tiny part \u2014 to illustrate the whole.<\/p>\n<div id='MMC-Leads' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-80\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/lead-writing-training-mmc.png\" alt=\"Lead-writing workshop, a mini master class\" title=\"Lead-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Hook readers with great leads<\/h3>\r\n\t\r\n<p>You\u2019re not still packing all of the Ws into the first paragraph, are you? Cranking out \u201cXYZ Company today announced \u2026\u201d leads? If so, your News Writing 101 class called and wants its leads back!<\/p>\r\n\t\r\n<p>To win today\u2019s fierce competition for your readers\u2019 attention, you need more sophisticated, nuanced leads \u2014 not the approaches you learned when you were 19.<\/p>\r\n\t\r\n<p>Learn how to hook readers with great leads at our <a title=\"Lead-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>lead-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/lead-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Specifics sell products, services &#038; ideas<\/p>\n","protected":false},"author":6,"featured_media":32526,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[218,204,148,89,243],"class_list":{"0":"post-12500","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-compression","9":"tag-details","10":"tag-leads","11":"tag-pr-writing","12":"tag-press-release","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Use concrete details in your press release lead<\/title>\n<meta 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