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1000 Words
New journalist survey zooms in on images in news releases

As they say, a picture is worth 1000 words and with the rapid growth of on-line news creation and consumption, journalists and bloggers are always on the lookout for easy to grab and use digital content. This month, we surveyed 100 journalists and confirmed our suspicion—they really, really want images.

In fact, 75% specifically said that easy access to images and/or photos actually increases the chances that they’ll cover a story.

Are you more likely to cover a story if you have easy access to images or photos?
Source: PWR New Media Survey of Journalists Image Preferences, July 2010

No surprise there. In our ongoing surveys and conversations with the media, the need for images is one of the most constant refrains we hear (and a dislike of attachments is another).

One journalist told us recently in our annual survey of journalists:

"Easy access to images, high and low res, is particularly important. An image and logo on the first contact press release is IMMENSELY helpful. We spend hours of our days chasing down logos/images that can be spent generating content. Also, know what is on the client’s Web site. Is it a template-based site with a thumbnail logo? If so, that is of no use to us. Additionally, use photos in your pitches, especially when you are pitching a product of any kind. It doesn’t need to be high res for the pitch. I edit family magazines and I receive countless emails telling me about an adorable new baby product with no image! I want to see it. The emotional/visual impact will save you hours of slaving over a press release."

So, now you know you need to include images, but how can you make it easier for you (and for journalists)? Here are a few ideas:

  • Include downloadable high and low res images for both print and web.
  • JPEG images that are 1800 pixels wide are great for both web and print.
  • Consider including a transferable player, such as, in your image gallery.
  • Include a variety of images to meet different publication demands.
  • Include links to your newsroom or social photo site (Flickr, etc.) from your gallery page so journalists can find more.
  • Don’t forget a downloadable logo.
  • Update your galleries even after your release goes out as photos become available (behind-the-scenes, etc.).
  • Captions are a great way to convey a message.
  • Yousendit is a great way to send us large original photos.
  • We can set you up on PWR’s virtual office to upload large file.
  • Layered photos (such as photoshop and illustrator files) are great for design use, but not journalist-friendly.

We hope these image tips help make your next New Media Release pretty as a picture. For a few tips on video, click here. And, as always, get in touch anytime. We’re always happy to hear from you.


“I prefer getting a “link” to images in a press release than to have photos emailed with a release.”
PWR New Media 2010 Journalist Survey

 “Clear, simple, organized information, easy to download hi-res photos. Information that doesn’t require me asking a million questions or waste my time trying to figure out.”
—PWR New Media 2010 Journalist Survey

“I wish photos or artwork would accompany stories so I wouldn’t have to follow up.”
—PWR New Media 2010 Journalist Survey



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