âDo you include photos or videos in your press releases? If you do, keep it up. If you don’t, your press releases aren’t performing nearly as well as they could. PR Newswire recently analyzed all of the press releases in its system—more than 1 million—and discovered that press releases with visual elements receive significantly more views than text-only press releases. You don’t need to include that many visuals to see a difference, either:
• A text release with just one visual element sees a 92 percent increase in visibility. • A text release with more than one visual element sees a 552 percent increase in visibility. • A multimedia release with links to campaign microsites sees a 5,092 percent increase in visibility.
But despite all of this, PR Newswire found that almost 90 percent (86 percent) of press releases don’t include visuals. Get on that, PR pros. Take a look at this infographic for more: Kristin Piombino is associate editor of Ragan.com.