The Power of the Picture (in a press release)

By September 4, 2018 September 15th, 2020 Stories

‘A picture is worth a thousand words,’ the expression you have heard endlessly and have probably unwittingly uttered yourself, is etched into our vocabulary for good reason; it’s true.

Society, enchanted now by the allure of the visual, needs pictures in the same way that flowers need water or smokers need nicotine.

In the Social Media Age, words have almost been shunned so as to make way for images, and companies will do well to adapt to this change.

So, why are they so important in press releases?

Pictures generate publicity

Part of our job as a Marketing agency is to distribute press releases when clients have stories that they want and need to tell. We always request photos for this.

A vital component in the anatomy of a press release is the picture you attach with it. If you can illustrate your point well, naturally it will draw attention. In fact, including photos in press releases increases views by over 45%.

Why photos?

If your business is launching a new product range, for example, a high-quality picture could be the difference between it being published, or merely wallowing in the mire of busy journalists’ junk mail.

Consumers like pictures, too.

In fact, 67% of customers think that the quality of a product image is “very important” in selecting and purchasing a product, according to Forbes, whilst more than 50% think a high-quality photo is more important than product information.

So, how can you fully utilise the power of imagery?

Here are some KC tips:

  • Hire a professional photographer
  • Show products in action
  • Credit photographers (helps develop relationships)
  • Use infographics as well as regular images
  • Stock up – you can never have too many photos
  • Consider the size of the photo – the hope is that the picture will be published along with the story, so ensure the dimensions of the image are usable for all platforms

Think of photographs as the medium through which you can validate the information of the press release. To successfully pitch your story to a journalist, you must first get them to believe in it.

Pictures are a great way to do this.

Media outlets like to be shown evidence rather than be told about it. So, a combination of a well-structured, coherent press release, together with a clear, high-quality image, is a perfect recipe for publicity.

Journalists are busy people, so the less time they have to spend wading through your website or social media accounts for a relevant image, or nagging you to send one over, the better chance you have of attaining the publicity you desire.

Never underestimate the power of the picture.