Building some excitement may well increase the impact of any release, as does releasing it in installments. It may also lead to people coming clean in anticipat

Building some excitement may well increase the impact of any release, as does releasing it in installments. It may also lead to people coming clean in anticipation of being exposed, even if it ultimately doesn’t happen. Note how even Wikileaks partnered with traditional media, used teasers and split up large stories to maximize their impact.