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“:
Do you remember the Internet coffee pot? 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 — 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, “And this is all the way from England, and it’s live …” There really wasn’t a lot of content on the Internet in those days.
Compare then to this: a coffee maker that tracks your usage, and wirelessly “phones home” to order refills when you’re 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.
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”:
“Selfies” 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.
If the common perception of binge watching was a weekend-long, pajama-wearing marathon of TV viewing, survey respondents don’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’s no guilt in it. Nearly three quarters of TV streamers (73%) say they have positive feelings towards binge streaming TV.
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”:
Ken Burns’ recent documentary, “The Dust Bowl,” 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, “The nation that destroys its soil, destroys itself.”
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’s cropland affected by that ecological disaster, generations of farmers, ranchers, policy makers and conservationists deserve our unqualified appreciation and praise.
We now stand on the precipice of a new era in agricultural sustainability — one that seeks to not just stem the tide of erosion, but to rebuild the health and productivity of our nation’s soil. Rebuilding our nation’s soil health may well be the most important endeavor of our time.
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.