Can a Press Release Have Pictures? Here’s 4 Tips on Including Images and Videos

Did you know that the average human attention span is only 8 seconds?

That’s 8 seconds to grab your readers attention and convince them they should stay and read on. You’ve probably already spent 8 seconds reading up to this point. Not too much time, is it?

#1: A press release with pictures grabs your attention

There’s a reason why communication relies on visuals; images and videos drive attention way better than any text. Why should a press release be any different?

In other words, if you want your message to get through, you should support it with relevant pictures, photos, videos, and even animated gifs.

MakoLab press release example

#2: Take into account what you’re writing about

Although images are great to include in your press release, don’t get carried away and make it all photos.

Consider how it goes with what you’re writing about. If you’re writing a press about something visual such the release of a new mobile phone, you’re going to want to include a lot of high-quality and amazing photos that journalists can drool over.

If photos aren’t essential to your press release, limit the number of pictures to an amount where you’re not overpowering your text. Think quality, not quantity.

What if you have no images to add that are relevant or high-quality? In this case, I recommend adding your company logo; it’ll still grab the journalist’s attention, and it’ll be something they can include in their news.

Press release with pictures - by Pixers

#3 Make sure you’re not breaking any copyright laws

It’s something that we’ve all heard of but can have enormous consequences if we don’t take it seriously. Even if you don’t get sued for it, it can be bad PR for your company if you’re using others’ photos without permission.

Whenever we’re using someone else’s image, it’s safer to assume that it’s copyrighted. Use your own graphics, purchase them from a stock photo service, or ask the author if you can use their image.

#4: Avoid attaching image files in emails

Remember to avoid attachments as much as possible, and that means you shouldn’t send out emails with tons of images AS WELL AS with attached press releases.

Most people – journalists included, open emails on more than one device: computers at home and at the office, two mobiles and so on. Make it super easy for people to access your news wherever they are – build an online press center and make sure your media contacts know how to find it.

Whenever you want to send out a press release, post it online, then enter a few highlights to your email, add a link to your news and release it (You’ll be able to track open and click rates – WIN!).

Most content management systems will allow you to embed visual assets & social conversations directly to your press release. It’ll make it attractive and digestible for the press. Just make sure they can download these assets for their editorial use.

Add pictures to press release
Adding images to your press release with Prowly’s Press Release Creator is easy and flexible


At the very least, you should always include a high-res image of your logo. If possible, add relevant and high-quality images, that grab attention and add value to your press release. And finally, instead of filling up journalists’ mailboxes, create an engaging online newsroom using a tool like Prowly, and simply link them to your press release that contains your images.

Now, Vimeo’s Press Center is one of my favorites, but you should also check out this one by Pixers. Both newsrooms are built using Prowly PR Software and it only takes around 15 minutes to have one ready.

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