The digital world is fast-paced and greedy for content. Publishers worldwide are grappling with the need for more content as readers consume it at unprecedented rates. Brand and business owners are constantly striving to capture the attention of their target audience. An effective tool at their disposal is the press release. However, not all press releases are created equal.
As everyone knows, the media is fighting for survival. PR companies receive payment from their clients but use media channels as a free way to get the message to market. However, what was once an easy, no-cost way for PR agencies to get releases published is getting pushback from media outlets.
Journalists are often frustrated when receiving a press release. With hundreds, if not thousands, of releases coming into the inbox, all wanting to be published at no cost, some are disappointingly badly written and nine times out of 10 are missing images.
So, how do you get published for free? These simple tactics will at least put your release at the top of the pile.
Incorporating compelling imagery is one key to increasing the chances of having your press release published. Research shows that press releases with images are 80 percent more likely to be published.
Here's why this is crucial for your business.
The Impact of Visual Content
Visual content plays a pivotal role in how information is perceived and retained. Studies indicate that people remember 80 percent of what they see, compared to just 20 percent of what they read. Adding images to your press release makes your message more memorable and engaging.
Enhancing Storytelling
Images are powerful storytelling tools. They can convey emotions, highlight key points, and provide context that words alone cannot. By including relevant and high-quality images in your press release, you can enhance your narrative and make your story more compelling to journalists and readers alike.
Capturing Attention
Journalists receive hundreds of press releases daily. If you want to stand out from the crowd, your press release needs to capture their attention quickly. A well-chosen image can do just that. It acts as a visual hook that draws the reader in, encouraging them to read further.
Improving Engagement
Press releases with images tend to have higher engagement rates. Readers are more likely to share visually appealing content on social media platforms, increasing your reach and visibility and generating greater interest in your business.
Consistently using imagery that aligns with your brand's identity helps reinforce your brand message. When readers see your logo, product images, or other branded visuals, they associate these images with your company, strengthening brand recognition and loyalty.
When choosing imagery, ideally, you will have your own image library of product, mood, and headshots. If you do, then put them under "press" or "media" on your website so if you forget to attach them to the release, it is easy for the journalist to find them.
If you purchase images or use a free image library, check to see how many times and where that image has been used.
Practical Tips for Getting Releases Published
- Formatting: Do not format your press release; publishers want it in an unformatted Word document that can easily be edited. You might like it to look pretty, but the press release goes to the bottom of the pile if the journalist has to strip out formatting.
- Story Length: Less than 300 words mean you will not be published online - it's as simple as that.
- Choose High-Quality Images: Ensure that your images are high-resolution and professionally taken. Poor-quality images can detract from your message and harm your brand's reputation.
- Relevance is Key: Select images directly related to your press release's content. Irrelevant images can confuse readers and dilute your message.
- Optimise for Digital Platforms: Ensure your images are optimised for web use, using the correct file formats and sizes to ensure quick loading times and compatibility with various devices. Check with the publication/platform for content requirements and style.
- Include Captions and Alt Text: Adding captions and alt text to your images improves accessibility, provides additional context, and enhances SEO.
- Use Infographics: Infographics can be a powerful way to present data and complex information in a visually appealing and easily digestible format.
Incorporating imagery into your press releases is no longer optional; it's a must-have. With an 80 percent higher chance of being published either in print or online, visuals significantly enhance the effectiveness of your communication efforts. They capture attention, improve engagement, and strengthen your brand or business identity.
By leveraging the power of imagery, you can ensure that your press releases stand out and achieve the desired impact in today's competitive media landscape.
For businesses looking to make a lasting impression, investing in high-quality visuals is a small step that can yield significant returns. So, the next time you prepare or sign off a press release, remember that a picture is worth a thousand words and could be the key to the publication of your story.
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