Say Less, Mean More: The Power of Brevity in Pitching
I recently sent a two-sentence pitch to a national reporter—and within minutes, I got a reply. That quick response led to a meaningful conversation, and ultimately, coverage. It was a powerful reminder that sometimes, the less you say, the more impact you make.
In a world flooded with content and competing messages, brevity is more than a courtesy—it’s a strategy. Whether you’re pitching a local journalist or a national reporter, the ability to say more with fewer words is one of the most effective tools in media relations.
Here’s why concise pitching works—and how to do it well.
Why Brevity Wins
1. Time is limited.
Journalists receive hundreds of emails daily. Long-winded pitches risk getting deleted before they’re even read. A clear, direct subject line and a short, compelling message are more likely to break through the clutter.
2. Clarity builds credibility.
When you can communicate a story angle or value proposition quickly, you signal confidence and a strong grasp of the narrative. Rambling suggests uncertainty or filler content.
3. Brevity forces focus.
A short pitch demands that you distill your message to what truly matters: the hook, the relevance and the value. It pushes you to answer the “Why now?” and “Why this?” with precision.
Tips for Keeping It Tight
Lead with the headline.
Start your pitch with the one sentence that would be the headline if the story were published tomorrow. If you can’t summarize it in a sentence, the angle may need sharpening.
Skip the fluff.
Avoid overly formal intros, lengthy backgrounds or buzzwords that don’t add value. Cut anything that doesn’t directly support your core message.
Use bullet points strategically.
If there are supporting details, list them clearly and succinctly. This format is easier to scan and gives recipients a quick grasp of the story components.
When You Say Less, People Listen More
Brevity isn’t about being abrupt—it’s about being intentional. The goal is to respect your audience’s time while delivering a message that’s impossible to ignore.
So the next time you’re tempted to add one more paragraph, remember: if it’s not essential, it’s probably a distraction. Say less—but mean it more.
Julia Loudy
Julia loves promoting brands she believes in and flexes her media relations muscles on accounts like Richmond Region Tourism and Allen & Allen, helping organizations tell timely, compelling stories that earn meaningful coverage.
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