The ability to communicate effectively is prerequisite number one for a career in public relations. But immediately following is the ability to communicate efficiently.

I read recently that in our overwhelmed, constantly-connected world, the ideal word count for a pitch is 90 words. Yes, 90 words. (Breathe, PR people.)

In a time where journalists and producers are doing the job of two… maybe three… and receiving upwards of 800 emails a day, brevity is key to getting your client’s message heard.

Remember this: Succinct + helpful > long + thorough.