The secret formula for press release success

In a world of understaffed trade publications and overworked journalists, how can you improve your chances of getting your press release noticed? Obviously you can sign up to The CountyWire, but research shows that it isn’t so much what you write, but what imagery you include, that decides the fate of your press release. In fact a study by PR Newswire found that when press releases included photography, they achieved double the amount of views as their text based counterparts.

Professional photographer Cherry Beesley of Simply C Photography agrees, “the truth is, journalists are busy people. By the time they reach your press release, they’ve likely sifted through a dozen similar emails and link invitations already that day. They’re going to spend maybe six seconds scanning your headline and first paragraph, and another four seconds asking themselves the trillion-dollar question: “How much time and effort will it take to turn this into an article?”

“Because in the world of modern journalism, deadlines are always looming, and content has to be generated by the pound. So if you’ve taken the time to include some original professional photography in your package, you’re telling them they don’t have to chase up for relevant images or spend time raiding the stock photos file”.

A word of caution: Avoid stock imagery.

Images capture attention when they’re high quality, sure. But for a journalist, it’s also important that images are relevant and exclusive.

“If you’re tempted to opt for stock photography, think of it this way: You’re not only reducing your chance of passing the eight second test, you’re also missing out on a valuable opportunity to communicate your brand story to a larger audience”, Cherry explains.

“Stock images are necessarily bland and interchangeable… and that’s never something you want people to associate with your brand”.

Professional photography talks the talk and walks the walk when it comes to grabbing attention in this era of digital communication and short attention spans… and getting journos and influencers to sit up and create content is just the start.

“It’s often the case that supplying your own photography will also lengthen your reach when it comes to media marketing. You might find yourself getting on or near the front page, for example, so a publication can show off the great (and free to them) photography you’ve provided. And those featured content slots tend to have a habit of coming to those who have stunning social-media friendly visuals ready to go”.

“And don’t forget, once the news cycle has run its course, your photos are yours to use as you wish. Whether that’s bringing your brand story to life on your website, or boosting your social media signal, your images can be repurposed again and again. Which makes it Simply great value for your money” Cherry concludes.

If you’re looking to be propelled out of the pile of emails that journalists and influencers receive each day, and into the world of featured content and frontpage news… Get in touch with Cherry at Simply C today.