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Steal These 9 Ideas to Inject Visual Appeal Into Press Releases

Let’s face it: a press release on its own is okay, but having a visual component really 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

Photos - Visual Content in Press Releases

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.

Ideas to Steal:

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


Infographic for Press Releases - Visual Content Marketing

Click to enlarge or visit the post it originally accompanied here!

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

Ideas to Steal:

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

Want to stand out with content? Get our free “Outside-the-Box Content Marketing for PR” white paper now!


Video Content Marketing - Press Release Visuals

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 relatively rare in press releases.

Ideas to Steal:

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

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

More is better

Don’t feel like you’re limited to just one visual add-on to your release. Many brands see even more clicks 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 emulate that effort on future releases.

Images: Paul Reynolds, Ronaldo Ferreira (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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