Often when writing your own press release, you’ll seek advice and follow guidance you find online, which can produce great results. I mean, that’s one of the great things about the internet, isn’t it?! However, conventions are different across the globe and in the UK press journalists will not wish to open emails with attachments, since a) it’s more time consuming and b) they can contain viruses.
So begins the great debate about images in your press release.
Indubitably, you should always include an image with text. It helps to break text up; shows your brand identity; is usually more eye catching than simply words on a page; and is often the very first point of contact between you and your prospects.
So what are the rules for including images and how do you go about getting this right?
Plain and simple
Despite creating a beautiful press release with your logo at the top and all of the stylistic conventions recommended for writing a good press release, the actual email you send to your press list should be simple. This means it should contain no html, no embedded images and no attachments. It will look plain, but it will also bypass any filters those clever editors, journalists and bloggers have put on to minimise the risk of spam.
So how can you get your images to journalists?
#1 set up a dropbox for press images
Dropbox provides a free and easy place to store the relevant images to accompany your press release. Highlight the link to this at the beginning or within the actual pitch of the email, to ensure your readers know they are easily accessible.
#2 include a pictures section of your website
Creating a section of your website that contains a selection of relevant images means that any interested parties can simply access (and preferably download) images to accompany any text they may decide to run on you. Keeping things nice and easy will increase your chances of being published, so include a high resolution image in an easy access format, such as JPG.
#3 have a supply of pictures ready to send to journalists
The truth is that if the story itself is newsworthy enough and the article well written, the journalists for the most specific publications will write to ask you for pictures. Be sure to have them stored neatly, named aptly and in JPG format and this way they’ll be ready to go. It’s also important to respond as quickly as possible. Many journalists work to tight deadlines and really appreciate swift responses.
#4 Submit your story to a PR site or blog
If there is an online version of your news story available, journalists may collect the images from this site if they wish. This makes the process easier, whilst also contributing to your site’s SEO. My Cision news page means your images can be accessed immediately and downloaded.
For advice or assistance with creating a perfect press release or any written task for your business, please use the contact form to email me or feel free to call for a chat any time. My number is 07729 263818