Writing press releases is a great way to generate exposure for your business. If you have something newsworthy to say, then a well written piece of content that captures the attention of an editor or blogger will earn you some valuable coverage. However, did you know that by including an image, you increase the chances of your press release being picked up?

A recent study by PR Newswire shows that press releases which feature a photo generate 14% more views than those without. Add in photos, video and other rich media and this increases by up to 77%!

This is a trend that we have also noticed when reviewing our press release statistics. Essentially, because the multimedia elements can be found online independently of each other; for instance in an image-based Google search, on video portals or through various social networking channels, there are more opportunities for your content to be found. Additionally, because people tend to be more attracted to the visual elements, they are likely to be more engaged, which increases the chances of them sharing it.

Below is an infographic showing how the inclusion of multimedia elements affect the level of exposure generated for PR Newswire’s press releases. You can also read their full article here.


Do you distribute press releases for your business? Have you included images or videos and seen a difference in the level of pickup? Share your thoughts and experiences below.

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