Beautiful things come in small packages.
The public’s desire for brevity is universal. Blame it on MTV, blame it on media as a whole, but if CNN can bring you the “Hollywood minute” to sum up all entertainment news into 60 seconds and Fox gives us “The World in Eighty Seconds”, you can sure cut some of that press release.
Edit your media copy to make it as short as possible. Then edit it again to shorten it. Then pass it to a colleague to get them to shorten it.
Keep it short. Period.