Photos Add Impact to Press Releases

Attaching a photo to a press release can provide a great deal of impact, not only for the readers of the publication (if it gets picked up), but also for the editor when deciding which stories to cover. If you have a good photo of a person or event that you can attach to a release you should. It cannot hurt your chances of getting coverage – it can only help.

Why attach photos to a press release:
· A press release with a photo attached is four times more likely to be read.
· Small publications generally like to receive photos with press releases because it enables them to include photos in their publication without having to send a photographer or reporter to cover it and take the pictures.
· Larger publications also like to receive photos because it helps the writer authenticate the story/event to the editor.

Tips to remember when sending a printed photo:
· At the bottom of the press release provide a “photo caption” which should provide the following information: what the photo is of, the names of people in it and where it was taken.
· Be sure to include the same caption on the back of the photo. Often the press release is separated from the photo.
· If you cannot send a photo to every publication then just send it to a few that you feel are most likely to incorporate the photo. Then for the other publication provide a caption at the bottom of the release stating that a photo is available upon request and provide them with your contact information.
· If you are sending a headshot do not forget to include the persons name, title, and company name on the back of the photo (especially if you are sending more than one photo, otherwise this can cause some confusion).

Tips to remember when sending a digital photo:
· Most publications require a 300 dpi, 5 x 7 digital photo. Make sure to use a universal format like jpeg or gif.
· Title the photo in its digital format. Do not have it saved as DVR_0001 or whatever format your camera saves it as when downloading to your computer. Use the name of your company, event, or person pictured.
· Make sure the editor or reporter accepts attachments before e-mailing, as many spam filters, and virus software programs reject attachments.