7 tips for using visuals in press releases

Including elements such as photos and videos in your releases can increase the chances a publication will pick up your story. Here’s how to boost your chances.

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Ragan Insider Content

Many dismiss the press release as “dead.” It isn’t, but sometimes stories must be presented in ways that afford journalists a more complete narrative than just boilerplate text and a few quotes.

How? With visuals. Whether you use photographic stills or b-roll video, visuals play a large part in reporters’ decision-making process when it comes to following up on your news.

Shrinking newsrooms are now the norm, so the more you can provide a reporter, editor or producer to round out a story without worrying about stretching her or his resources is a good first step. That goes for Web, print and electronic media. While you can’t expect a reporter to rely solely on what you provide, relevant images or interview clips can potentially be part of the final product.

Here are seven ways to amp up your visual assets.

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