Why Visuals Matter in Press Releases (and what to do about it)

14 Jul Why Visuals Matter in Press Releases (and what to do about it)

prn_multimedia_drives_discovery1-resized-600.jpgThey say a picture is worth a thousand words. This cliché applies to the world of media relations as well, according to a recently released report from PR Newswire.

The report focuses on the importance of visuals in press releases to drive online views. As you can see from the infographic (above), a multimedia release with more than one visual element is 5,000% more likely to be found online than a text release.

About 86% of press releases don’t include any visual elements, so it’s not hard to stand out in comparison.

Why are visuals so important for press release discovery?  PR Newswire explains that:

  • Visuals in a press releases are distributed as their own files, separate from the text of the release, and therefore have their own opportunity to be found online and shared socially.
  • Visuals draw the reader’s attention to topics that might otherwise be glossed over.  If you highlight an important data point with a graph or video, the reader is more likely to notice it since you’re effectively mentioning it twice.
  • Reporters and bloggers may stumble upon your visual while looking for imagery for another story (which may result in a press release mention).
  • Lastly, many of the reporters we work with are actively looking for visuals due to decreasing art and photography budgets.  Providing visual content may just help the rest of your story be picked up.

Unfortunately, finding visuals to go with a release is not always easy, so we’ve assembled the following list of online tools for easy visual development (even for those with limited graphic skills).  Many of these tools offer both a free and a moderately priced paid version.  Take a look – a clever graphic or image could result in substantially more views and pickups online.

Canva: an easy-to-use, free graphics tool for press releases, blogs, social media and presentations.

Dipity: Web-based timeline graphics

Easel.ly and Piktochart: Both of these sites contain thousands of free templates for infographics that users can customize with their own data and images. (see below for a few samples from Easel.ly)

iChart: Interactive charts (your Excel pie chart on steroids).

ShareAsImage: A tool to turn text into graphic images, using photos, patterns or other images as backdrops.


How have visual releases worked for you?  If you have other favorite tools please share in the comments section.

– Katie

Katie Hanusik
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