What can you do to improve the presentation of your next important press release? Many experts say that public relations images have all the chances to achieve good results. The only condition is to use matching images. How can you select graphical content correctly?
Tips on How to Pick up Images
Below, there is a series of useful recommendations on how to use photos in a professional press release. Follow the advice if you want your material to stand out and be selected by the media.
1. Never neglect captions
Many junior PR specialists leave photo captions without proper attention. If you neglect photo captions you miss many opportunities to share the key message with the audience. Did you know that captions get 16% more comprehension compared to the text? It is recommended to use a larger/bolder caption text than the body copy. Here is the way to ensure that you add caption images correctly:
Avoid describing what is shown on the image. It is a way better to provide essential information to your reader, for example, the date, location, time, and context associated with the image.
You should write captions using complete sentences. When you write the text in the present tense, you create a sense of immediacy.
Writing captions, try to be as brief as possible. A couple of sentences is enough to spread the message.
Do not forget to identify the subjects in the image.
2. Use the services of a photographer
If you plan to add photos to the press release, make sure that you use media content which belongs to you or you have all the rights to use/modify them. When you use the services of a photographer, you can be sure that the quality of photos is excellent and you get the copyrights. It is essential to negotiate with a photographer in advance to explain the subject of your press release.
In case your budget for hiring a photographer is limited, it is always possible to make photos of your own. You will need to be a bit creative and make them be appropriate for the main subject of your press release and the expectations of your audience. There is another option to use photos under a commons license. Getting permission for publishing them is free of charge.
3. Avoid using photos of bad quality
Always pay attention to the quality and format of images you are going to insert into your press release. Professional journalists always reject releases with dark or blurry images. It is also very destructive for your readers.
4. Use creative infographics
All information that your audience needs to know, can be summarized with infographics. They work perfectly if you present a vast amount of data. You can include essential figures and facts to boost the visual appeal of your press release.
5. Insert photos of different shapes/sizes
You can insert photos of both portraits and landscapes. It is a good idea to use different sizes and shapes. It will be easier to fit different sites or magazines.
6. Be ready to provide extra photos
After sending the press release to a journalist, you must be ready to send some additional photo content upon request. Keep the collection in easy access to send them as fast as possible. Editors choose photos according to the latest trends, news, and the sort of audience they target.
Always remember about the importance of attribution. It will make the cooperation with a journalist easier. Include all the sources on your press release. Press releases with eye-catching photos and infographics add meaning and depth to the subject and attract your reader.