Keep announcements brief but make them compelling enough to attract readers.
The problem was, although the team had tried to keep the announcement secret for months, someone had leaked the new name and shield on the Internet earlier that day, and fans were not happy.
Mr. Neel also said Dr. Dean and Mr. Gore had promised to keep the announcement secret for maximum effect, which made it difficult to call Mr. Lieberman, among others, in advance.
Apple's preview, posted on a company Web site, was unusual because it generally takes pains to keep any announcements or details about new products secret until they are formally unveiled.
The club kept the announcement brief but the arrival of the charismatic coach has had a major impact on Liverpool supporters and already led to the departures of four members of Brendan Rodgers' backroom staff.
The Metropolitan Museum of Art announced last week that it planned to raise its admission price to $25 from $20. Though the price is only recommended (you can pay a penny and get in, as the museum hates to see newspapers write, and as newspapers love to keep writing), the announcement has occasioned an outpouring of sentiment on the Web and elsewhere about the cost of museumgoing.
We'll see just how long Amazon can keep the official announcement under wraps now that these details have leaked, but if a European launch date is as early as November 4, we shouldn't have long to wait.
Father Manuel Tony Diazaz of the San Gabriel Mission, one of the sites Serra founded, said he told his clergy to keep the canonization announcement brief.
We're still not too sure about Hop-On, but the announcements keep on coming.
To stay abreast on all of Sony's big announcements, keep your eyes on our PlayStation Meeting event tag here.
