{"id":18263,"date":"2023-09-10T03:50:04","date_gmt":"2023-09-10T07:50:04","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=18263"},"modified":"2023-12-20T10:34:05","modified_gmt":"2023-12-20T14:34:05","slug":"try-compression-of-details-for-your-next-lead","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/09\/try-compression-of-details-for-your-next-lead\/","title":{"rendered":"Compress details in your news release lead"},"content":{"rendered":"<h2>Squeeze together juicy facts to start your story<\/h2>\n<p><em>Embeddable tooth implants. Batman&#8217;s tax bill. Zombie slayers.<\/em><\/p>\n<p>Like squeezing together a lump of coal to make a diamond, compression of details condenses fascinating facts into a passage that\u2019s more than the sum of its parts.<\/p>\n<figure id=\"attachment_32535\" aria-describedby=\"caption-attachment-32535\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32535\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/public-relations-writing\/how-to-organize-a-press-release\/how-to-write-a-lead-for-a-press-release\/press-release-first-paragraph\/try-compression-of-details-for-your-next-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png\" data-orig-size=\"451,300\" 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=\"try-compression-of-details-for-your-next-lead\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;em&gt;Embeddable tooth implants. Batman\u2019s tax bill. Zombie slayers.&lt;\/em&gt; Steal secrets from Silver Anvil Award winners to make your press release lead more compelling. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/news-sign-glasses-background-167486321&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by qvist&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png\" alt=\"Compression of details\" title=\"Compression of details\" width=\"451\" height=\"300\" class=\"size-full wp-image-32535 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead-300x200.png 300w\" data-sizes=\"(max-width: 451px) 100vw, 451px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 451px; --smush-placeholder-aspect-ratio: 451\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32535\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/public-relations-writing\/how-to-organize-a-press-release\/how-to-write-a-lead-for-a-press-release\/press-release-first-paragraph\/try-compression-of-details-for-your-next-lead-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png\" data-orig-size=\"451,300\" 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=\"try-compression-of-details-for-your-next-lead\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;em&gt;Embeddable tooth implants. Batman\u2019s tax bill. Zombie slayers.&lt;\/em&gt; Steal secrets from Silver Anvil Award winners to make your press release lead more compelling. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/news-sign-glasses-background-167486321&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by qvist&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png\" alt=\"Compression of details\" title=\"Compression of details\" width=\"451\" height=\"300\" class=\"size-full wp-image-32535\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/try-compression-of-details-for-your-next-lead-300x200.png 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/noscript><figcaption id=\"caption-attachment-32535\" class=\"wp-caption-text\"><em>Embeddable tooth implants. Batman\u2019s tax bill. Zombie slayers.<\/em> Steal secrets from Silver Anvil Award winners to make your press release lead more compelling. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/news-sign-glasses-background-167486321\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by qvist<\/em><\/a><\/figcaption><\/figure>\n<p>Take a tip from these <a title=\"Silver Anvil Award\" href=\"https:\/\/www.prsa.org\/conferences-and-awards\/awards\" target=\"_blank\" rel=\"noopener noreferrer\">Silver Anvil Award<\/a> winners, and try compression of details.<\/p>\n<h3>Pit that nickel against Nickelodeon<\/h3>\n<p>Fleishman-Hillard&#8217;s John Armato used that approach for this lead for a press release for H&amp;R Block by Fleishman-Hillard\/Kansas City:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Most 8- to 11-year-olds would rather go to school year-round than pay a nickel of &#8220;allowance tax.&#8221; But pit that nickel against Nickelodeon, and they\u2019d gladly fork it over to protect their tube time. They also imagine Batman would pay more income tax than either Superman or Spiderman.<\/div>\n<p>For this approach, you choose more than one (and, to be fair, almost always three) examples to make your broader point.<\/p>\n<h3>The internet in my tooth \u2026<\/h3>\n<p>Marie Hatter uses compression of details for the Cisco blog post \u201c<a title=\"The Internet of Everything Hearts Your Health\" href=\"https:\/\/blogs.cisco.com\/digital\/the-internet-of-everything-hearts-your-health\" target=\"_blank\" rel=\"noopener noreferrer\">The Internet of Everything Hearts Your Health<\/a>\u201d:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">An embeddable tooth implant sends patient information to a dentist in real time.<\/p>\n<p>A smart watch responds to touch to help ease the loneliness of long-distance relationships.<\/p>\n<p>A bracelet records daily physical activity and caloric intake and provides recommendations to achieve health goals.<\/p>\n<p>These capabilities may have seemed like a dream only a decade ago but are now a reality, thanks to the Internet of Everything.<\/p><\/div>\n<p>Internet of Everything? That\u2019s huge! The internet in my tooth? Now we\u2019re talkin\u2019.<\/p>\n<h3>Make your audience the lead.<\/h3>\n<p>Lisa Gurry brings the world of gaming down to size with a compression of details in the promotion \u201c<a title=\"Your Invitation Has Arrived: Xbox One Ready for Millions of Fans on Nov. 22\" href=\"http:\/\/news.xbox.com\/2013\/11\/xbox-one-launch-invitation\" target=\"_blank\" rel=\"noopener noreferrer\">Your Invitation Has Arrived: Xbox One Ready for Millions of Fans on Nov. 22<\/a>\u201d:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Get ready racing aficionados, zombie slayers, sports fans, warriors and entertainment lovers. The Xbox team is planning one of the biggest entertainment premieres of the year to celebrate the launch of Xbox One with Xbox fans around the world, when it launches next Friday, Nov. 22.<\/div>\n<p>Xbox One? Too big. Zombie slayers? I\u2019m in.<\/p>\n<h3>\u2026 Who lived in a shoe.<\/h3>\n<p>Mark Zelermyer brought this lead, for Federal Home Loan Bank of Boston, home with compression of details:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">A shoe factory turned into apartments for low-income families. Homes with onsite medical care for brain-injury survivors. Flats for young adults leaving foster care.<\/div>\n<h3>That\u2019s compression of\u00a0<em>details<\/em>.<\/h3>\n<p>When does this approach not work? When the details aren\u2019t really details.<\/p>\n<p>In \u201c<a title=\"Extra! Extra! New Cisco Brand Launches Today \u2014 Get the Details Here\" href=\"http:\/\/blogs.cisco.com\/partner\/extra-extra-new-cisco-brand-launches-today-get-the-details-here\" target=\"_blank\" rel=\"noopener noreferrer\">Extra! Extra! New Cisco Brand Launches Today \u2014 Get the Details Here<\/a>,\u201d writers miss the mark by compressing generics:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Turn on the TV. Open a newspaper. Jump on the Internet. Today Cisco is launching its new brand \u2014 and it\u2019s happening around the world. Look for us in print ads, commercials and online banner. But don\u2019t just look. Get involved.<\/div>\n<p>TV? Newspaper? Internet?\u00a0<em>TOO BIG!<\/em><\/p>\n<p>To get our attention, bring it down to size.<\/p>\n<h3>Next steps<\/h3>\n<p><a title=\"Learn how to get concrete details into your lead\" href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-creative-content\/concrete-details\/\">Learn how to get concrete details into your lead<\/a>.<\/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>Squeeze together juicy facts to start your story<\/p>\n","protected":false},"author":6,"featured_media":32535,"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":[430,150],"class_list":{"0":"post-18263","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-feature-leads","9":"tag-releases","10":"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>Compress details in your news release lead<\/title>\n<meta name=\"description\" content=\"Embeddable tooth implants. 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