Tips To Choose The Best Images For Your Press Release

With social media press releases and the visual nature of Internet-based content, it’s no surprise that press releases with images get twice the attention as those without. So let’s assume that your press release marketing strategy automatically includes images with every release. It makes good business and marketing sense to make sure your images are the best they can be – to help you maximize your results.

1. It’s tempting to use stock photos. They’re inexpensive, and because there are thousands to choose from, it’s not too difficult to find a photo that feels relevant. However, it’s important to avoid generic stock photos whenever possible. Dig deep to find relevant photos that clearly relate to your story. If available, hire a photographer to create a unique photo for your releases or take a photo yourself.

2. For press releases, it’s best to use high-quality, high-resolution photos. Don’t resize them in the document. Resize them before you add them to your press release. Use a simple online photo editing tool.

3. JPG files have the best quality and are the easiest for others to share, download, print, and access.

4. When emailing media representatives and journalists, include an image preview that downloads quickly. Then link to a digital ready image so the press can use the image in their piece if they want to. They don’t have to contact you for a higher quality image.

5. If you’re embedding video, don’t host the file on your server. It takes too long to load. Instead, upload them to YouTube or Vimeo. In addition to helping your release load more quickly, it generates previews when sharing on social media and the video is accessible from all devices.

6. Using infographics to enhance your press release? Create your infographic with simplicity in mind. Answer the question, “What am I trying to say?” or “What do I want my reader to take away from the information?” Base your graphic around your answers to that question.

7. Optimize your photos for the search engines. They, unlike the release itself, are often indexed and may show up high in the search engine rankings. Before you publish and distribute your release make sure to use your target keywords in the image’s:
• file name
• title
• alt text
• description

8. Be bold! Bright colors, high contrast, and unusual images help your visuals stand out.

9. Prevent stealing and enhance sharing by branding your images with your website URL and/or logo.

10. Before using any image online, make sure you have permission to do so.

Your images are an important element in your press release. Make sure they’re all chosen carefully, optimized for viewing and searching, and that they accurately represent your company and the message you’re sharing.

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