Why PR pros should sprinkle press releases and content with visuals

If you’ve ever been told that adding an image to your PR copy is too time consuming and not helpful, think again. Data suggests communicators should embrace photos of all kinds.

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Most PR pros are familiar with the saying, “A picture is worth a thousand words,” but now, there’s data to back up the claim.

Including just one image in the content you share doubles the number of views. Including multiple images can increase views by five times, according to research from PR Newswire.

If you’ve gotten flak from clients for including “boring” or “unnecessary” stock images with press releases, blog posts and newsletters, this analysis supports your thinking.

Despite what many might say, press releases remain one of most widely used tools in PR. Adding a simple image can dramatically boost the visibility of your organization’s content and your brand.

“There is direct correlation between successful content engagement and the use of imagery in brand messaging,” Janet Giesen, Shutterstock’s senior director of business development and strategic partnerships, said in a press release.

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Press releases aren’t the only PR copy to benefit from images.

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