Steal secrets from these Silver Anvil winners
Embeddable tooth implants. Batman’s tax bill. Zombie slayers.
Those are some of the details you might use in a compression of details lead. That’s where you compress fascinating facts into a passage that’s more than the sum of its parts.
Take a tip from these Silver Anvil Award winners, and try compression of details.
1. ‘Pit that nickel against Nickelodeon’
Fleishman-Hillard’s John Armato used that approach for this lead for a press release for H&R Block by Fleishman-Hillard/Kansas City:
2. The internet in my tooth …
Marie Hatter uses compression of details for a Cisco blog post on the Internet of Everything:
An embeddable tooth implant sends patient information to a dentist in real time.
A smart watch responds to touch to help ease the loneliness of long-distance relationships.
A bracelet records daily physical activity and caloric intake and provides recommendations to achieve health goals.
3. Zombie slayers and warriors …
Lisa Gurry uses the power of three in this Xbox promotion:
How can you use compression of details in your next lead?
You’re not still using the inverted pyramid … are you?
Prose is architecture, Ernest Hemingway famously said. It’s not interior design.
Are you building a compelling foundation for your PR pieces? Or are you still using structural techniques you learned when you were 19? 
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Plus, you’ll steal structural tricks from Silver Anvil award winners, model lead approaches from The New York Times, and learn to build a better lead with our fill-in-the-blanks recipe.
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