Enriching press releases with visual content will dramatically increase your odds of getting it noticed, according to statistics compiled by PR Newswire.
A single visual asset can give a nearly 100 percent boost to a press release. Multi-media inclusions yield a 552 percent greater chance of grabbing attention. A press release with a smart infographic improves odds by more than 5,000 percent. That's not a typo — 5,092 percent, to be exact.
PR Newswire, which distributes press releases and media advisories, analyzed more than 1 million press releases and reported 86 percent land on reporter and editor desks without any visual support.
The data suggests it is a far better use of time and energy to think about visual additions to a press release than the actual wording of the release itself. Reporters worth their salt won't use press releases verbatim and, in the absence of a visual enticement, may ignore them altogether.
The simple inclusion of a quality image, a logo or B-roll video ups the chances a press release will see the light of day on a media person's computer desktop.