E-mail and the 2.5 Second Rule

When it comes to PR pros communicating pitches or (press
releases) in writing to journalists, the conduits have certainly
changed in rapid fashion from mail to fax to e-mail. While the
vehicles have evolved, the guiding rule still remains steadfast:
you still only have 2.5 seconds to capture the media's attention.
In more elite, top-tier press circles, this "estimate" is
generous.