PR pros, make sure your pitch passes the 5-second test

Your solicitation must be concise and pithy, or journalists will move on.

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Tick, tick, tick. Your pitch has to land immediately.

Generally, it takes about five seconds for a journalist to skim your story idea.

As any good real estate agent knows, location is everything: Even the most beautiful homes won’t sell if the neighborhood isn’t ideal.

Location is just as important in PR pitches. Therefore, it doesn’t matter how great your story is; if you don’t have the right info in the right location, then your journalist is going to pass.

Let’s look at the most valuable parcels of real estate in your email pitch:

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