Limited print space and air time trained generations of PR professionals to keep things short. Complex topics are crammed into one-page press releases; sound bites are substituted for detailed Q&As.  But if you’re speaking to the exact right audience, you can go on for pages of text and hours of video.  They’ll read and watch for hours and thank you for it.  This content is your intellectual hook for sales.  But don’t confuse it for your bait – the 140 character tweets, the 50-word blog posts, the three sentence comment under other people’s articles — that attract your audience to the hook.  Those must be shorter, sharper and more prolific than ever.