How to jazz up your press releases with visuals

The press release isn’t dead, necessarily, but the standard text-only missive is probably just shambling along. Liven things up with still and moving images.

A press release on its own is OK, but a visual component gives it that zing that attracts the readers you want.

Go beyond the typical company logo to put a little excitement in your press releases. Here’s how:

Product photos

These are great if you’re announcing a new product or product line. By including a visual of the product you’re discussing, you give potential customers more reason to click to your website.

Above all, make sure your product images are professional. Beyond that, here are some suggestions:

  • Include photos from all angles.
  • Show photos of your product being used.
  • Share customer-generated photos.


If you are announcing research or statistics that you’ve put together, infographics can be a great tool for visually relating them. You can create your own infographics with Piktochart, or, better still, you can hire a professional designer.

It’s tempting to include a lot of data in your infographic, but you don’t want to overwhelm your audience. Here are more tips:

  • Provide data not offered in the press release.
  • Use colors that complement your brand’s colors.
  • Use simplistic imagery.


There’s no rule that says your visual has to be a still image. If you’ve got a relevant video, it can make a fantastic addition to your press release. Having any kind of visual can increase your reads by 77 percent, and videos are even more appealing because they’re uncommon in press releases.

If you don’t already have a video that’s appropriate to illustrate this particular bit of news, you can create one. Here are some ideas:

  • For a product launch announcement, create a product demo video.
  • If you’re announcing media coverage, share the video interview.
  • For a company launch, offer a virtual tour of your facilities.

More is better

Don’t feel as though you’re limited to just one visual add-on to your release. Many communicators garner even more clicks for their brand when they include more than one, such as a logo image, product photo and video. Experiment to see which releases with which visuals get more clicks, then replicate that effort on future releases.

Susan Payton is the president of Egg Marketing & Communications. Follow her on Twitter @eggmarketing. A version of this article originally appeared on the Cision blog.

Topics: PR

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