Should I include photos in my press release?

Yes, but only if the images tie into your story and truly capture the message you are trying to convey. For instance, a headshot of the CEO may not be the ideal choice for a news story about your new add-on service. The secret is to make it attention-grabbing, but still relevant. This typically involves using a bit of creativity and innovation to find the perfect image. Most news organizations and journalists prefer that you make photos available upon request.

To do this, simply include a "Note to Editors" at the bottom of your release and mention that you do have photos if they're interested. In addition, make sure that you have captions for all of your photos. For example, a photo that includes three key members of your staff in the workplace should come with a caption that features all of their names and the date and/or location of the photo.