Go granular with PR leads
The internet coffee pot. Word of the year. The Dust Bowl.
Details like these grab attention and help readers see your big idea.
To use this approach, take a tip from William Carlos Williams, and turn ideas into things —like these PRSA Silver Anvil Award-winners do:
Choose one image to stand for the whole.
Marie Hatter chose a single detail to stand for her point atop the Cisco blog post “Internet of Everything“:
So choose an example to stand for the whole.
Internet of Everything? Too big.
Internet coffee pot? Just right.
Binge watching in a detail
Netflix uses the same approach for “Netflix Declares Binge Watching is the New Normal”:
What we think about binge watching? Too broad.
Binge watching as runner-up to word of the year? Just right.
Bringing dirt down to size
PR pros for World Soil Day bring soil health down to earth in their Op/Ed “Soil Conservation: The Next Generation”:
All the soil in all the world? Too big!
The top six inches? Just right.
For a specific-details lead, choose a part — a tiny part — to illustrate the whole.