Share |

Tips article

Write Off the Top

Getting Your Message Through to "Skim" Readers


Eight seconds. That's the average length of the human attention span, which has been shortened by four seconds over the past 20 years, according to research done by Microsoft.

Easy access to content, the rising popularity of technology such as smartphones and social media, along with people being too busy and overwhelmed with information to fully dive into a topic - these are all reasons why skim reading has become the new norm for catching up on news, trends and a variety of other subjects.

And while many argue that skim reading may have effects on deep understanding of content and reading comprehension, as providers of information, we must learn to adapt to this new information-absorbing style. Below are some of the tips and tricks we utilize when both trying to capture the attention of media, and present clients' messages to a large audience.

  • Useful Headlines - the key point of a pitch or article is presented in the headline, to give readers a snapshot of what is ahead if they continue reading
  • Lists - listing out information not only gets your point across quickly, but lists are also visually appealing
  • Include Key Details - Make sure readers can easily find important details such as date, time, location, price and specifications
  • Keep It Concise - Stick to key points and skip too much promotional copy, buzzwords and fluff
  • Minimal Structure - limit paragraphs to two or three, and within each paragraph, keep sentences short. Begin with important information and words that will catch the attention of readers
  • Wrap It All Up - when skimming, many people skip to the bottom of the article or pitch, so be sure to highlight the article's main points

As public relations professionals, we craft a variety of pitches and articles to show readers how our clients are experts in their respective industries. It is important that we adapt to changes in the way information is taken in so we can best relay clear and concise messages, and our audience, whether they be the media or general public, will take interest in what we have to say!