When launching a PR campaign, remember this is truly a case where less is more. If you send a four-or -five-page release, no matter how impeccable it looks or how perfect the grammar or form is – no one’s going to want, or have the time, to read it. You want your information to be concise, to the point and interesting. The ironic truth is that editors have almost no time to read. Put yourself in the media’s place when pitching and come up with compelling story ideas along with concise, easy-to-read press releases.