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How To Stuff Up Your Press Release With Visuals

A press release on its own is OK, but a visual component gives it that vigor that attracts the readers you want. Liven things up with still and moving images.

Include Photos

These are great if you are announcing a new product or product line. By including a visual of the product you are discussing, you give potential customers more reason to click on 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 on your own, 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 some tips:

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


There is 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 readership and videos are even more appealing because they’re uncommon in press releases.

If you don’t already have a video that is 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 are 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 are limited to just one visual add-on to your release. Many communicators gather 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.

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