If you didn’t realize that providing journalists with quality imagery is an essential part of the media relations process, now would be the ideal time to get up to speed.

A recent Holyrood PR study took a sought to learn exactly how journalists were benefitting from PR pros’ visuals.

When asked how important high-quality, free-to-use images was in getting a reporter’s attention, nearly all respondents said it was important, with 34 percent of journalists calling it “essential.” Nearly half of the reporters surveyed said visuals that accompanied PR pitches were “very important.”

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Those numbers are about the same when it comes to helping your pitch make it into a final, printed product. It doesn’t change for digital publications, either: When it comes to getting your story published online, 40 percent said high-quality images from PR pros are “essential.”

For more on the study, and why visuals have become crucial to PR/reporter relationships, check out Holyrood’s infographic below: