Can imagery help a press release get picked up?
The right imagery can make the difference between a press release that gets noticed and one that gets overlooked.
In a crowded media landscape, journalists are working to tight deadlines and sorting through a high volume of announcements every day. Strong visuals help them understand your story quickly and make it easier to publish.
Does a press release needs an image?
Including at least one high-quality image with your press release is no longer optional. Even newsworthy stories can be missed if there is no accompanying visual asset.
If a journalist has to spend extra time sourcing a relevant stock image or requesting photography, they may move on to another story that is ready to use immediately.
An image gives your release instant impact. It breaks up blocks of text, draws attention to the key message, and increases the chance of engagement when your release is shared online or across social media channels. It also helps editors picture how the story could look on their website.
What images should you include with a press release?
The most effective images are relevant, clear, and professionally presented. They should directly support the story you are telling rather than acting as decoration.
Depending on your announcement, useful image options may include:
- Product photography for launches or updates
- Team or leadership headshots for appointments
- Event photography for openings, awards, or community activity
- Behind-the-scenes images that show your business in action
- Infographics that simplify data or survey findings
- Lifestyle images that show your product or service being used
Whatever you choose, make sure the images are useful to the story.
Updating the Captions and File names for your press release imagery.
Never underestimate the value of a clear caption. Journalists need to know who or what is in the image, why it matters, and how it relates to the story. A short, factual caption saves time and reduces the need for follow-up questions.
For example, instead of uploading a file called IMG_4837.jpg, rename it to something descriptive such as new-office-launch-London.jpg.
This helps media contacts identify assets quickly and keeps downloads organised when multiple files are shared.
If you have more than a few images that could be included, consider providing a link to a folder with the additional images, such as a Google Drive or Dropbox link, in the Notes to the Editor section, which can ensure journalists have easy access.
The dont’s of press release imagery
While it may be tempting to add logos, slogans, or heavy brand styling to every image, journalists often prefer clean visuals they can use easily across their own platforms. Images that look too promotional can be less appealing to editors and may reduce the chances of coverage.
If you do include branding, keep it subtle and relevant. Natural branding within the scene such as signage, packaging, or uniforms, often works better than large overlays or promotional graphics.
If your image contains text, logos, or important visual details, place them centrally within the frame so they remain visible across different formats.
Avoid putting key branding or messages in the corners, where they are most likely to be cut off by different image sizes and aspect ratios.
Can AI images be used in press releases?
AI-generated imagery can be useful in some situations, particularly when illustrating abstract concepts or broad trends. However, it should be used carefully.
If an image is AI-generated, transparency matters. Misleading visuals can damage credibility, especially if the image appears to show a real person, place, or event that does not exist.
In many cases, original photography remains the stronger choice because it feels more authentic and trustworthy.
Ready to start your campaign with PR Fire?
Strong imagery does more than make a press release look good. It saves journalists time, increases your chances of coverage, and helps your story make an immediate impact.
Book a call with us to discuss how we can support PR goals or start your campaign by ordering today.