Why Including Images with Press Releases is Crucial

By Sarah Larson

Estimated Reading Time: 4 minutes

Most business leaders understand that public relations (PR) is an important part of their business strategy. PR shapes the way a company is perceived by its audience, stakeholders, and the public. Ongoing, proactive PR helps build trust, credibility, and loyalty which are essential to support an organization’s long-term success.

Given that level of understanding, most of our clients expect that our team will be developing press releases to publish and story ideas to pitch to journalists. What they don’t always anticipate, though, is an important part of that process: obtaining an image to illustrate the story we are pitching.

Including original photographs with your press releases is not just a nice extra touch. For marketing and PR professionals aiming to increase visibility, build goodwill, and make an emotional connection, including visuals is vital. An image instantly tells a story that words alone can’t. It puts a face to the story we’re trying to tell and draws readers. Note that for public relations, these must be original photographs, not stock imagery, which is often used in marketing.

Here are four reasons to add an original photograph to accompany your next press pitch.

Photos Capture Attention

You know the old adage: a picture is worth a thousand words. A well-structured press release is important, but even the most compelling words can’t compete with a striking image. Photos act as visual hooks, drawing editors, journalists, and readers into your story. A thoughtfully chosen photo can make your press release stand out in inboxes crowded with text-heavy submissions.

Humanize Your Brand

Photos of your leaders receiving an award or giving a speech, or images of your team presenting a donation check show the humans behind the names. Candid photos of your team on a volunteer project or at a conference signal authenticity and community involvement. These visuals show that your company is about more than just profit; they highlight the human side of your organization.

Tell the Story at a Glance

A single photo can capture the essence of your narrative in an instant. Whether it’s an attorney presenting to a packed auditorium or a smiling group of volunteers on a playground, these visuals make your story resonate with readers. This emotional connection increases the likelihood of positive media coverage and social sharing.

Boost Media Placement

Journalists and editors are more likely to publish your press release if it includes good-quality images. Photos enhance the visual appeal of news articles, making them more engaging for readers and, ultimately, more valuable for publishers.

Types of Images for PR

• Headshots: One of the most common images we add to our PR pitching is a photo, usually a professional headshot, of the person who authored the article or who is the subject of the press release. New hires, promotions, awards and recognitions, all of these are good announcements to illustrate with a headshot.
• Environmental Portraits: Depending on the type of story or press release we are pitching, we may choose an environmental portrait of the person who is the main subject. This type of portrait shows a person in their natural or typical setting, whether that’s their workplace, their home, or a place that’s significant to them. In these cases, the environment helps tell the person’s story, adding context, character, and depth to the image.
• Event Photographs: Event photography captures a significant moment or ceremony, such as the construction of a new building, the opening of a new business, a special celebration, or a community event. It is important to include people in the photograph, not just the building site or other location, particularly if you will be pitching the story or press release to news publications.
• Candid Photos: Another type of image that is important but not as routinely considered is candid photos, often involving third-party organizations. It could be a professional organization with whom you are sponsoring a conference, or a charity group to which you are donating or volunteering your team members’ time. Including a photo of your team in action, or of the programs and efforts your donation supports, is a great way to show real people, real programs, and real benefits.

Including thoughtful, high-resolution photographs with your press release can amplify your message far beyond the written word. It’s a small but powerful addition that ensures your press pitches make a lasting impact on the media and the audience you want to reach.