What makes a press release newsworthy?
Find the news in your announcement with a practical test for change, relevance, evidence, and timing before you write a press release.
Read article
Multimedia is useful when it makes a story easier to understand. Choose an image, diagram, or video because it explains something important, rather than simply because the release has space for it.
Match the asset to the question
A product photograph can show what is being introduced. A diagram can explain a process. A short demonstration can make a new function understandable. Ask what the reader will learn from the asset that would be harder to explain with text alone.
Make captions do real work
Identify the subject, explain the context, and give the date or location when relevant. Name people accurately and confirm their titles. A caption should help an editor understand the image without needing to guess from its filename. Include a photo credit and any necessary usage information.
Design for readers with different needs
Provide useful alternative text for meaningful images. Make text inside diagrams readable at a small size, and avoid relying on color alone to communicate differences. Caption video and provide a transcript when spoken information is important. The release should still explain the essential announcement without requiring the asset to load.
Check the publication details
- Confirm ownership and permission to publish.
- Use a clean filename and an appropriate file format.
- Review cropping on narrow screens.
- Check that video and download links are publicly accessible.
- Keep the visual consistent with the approved claims in the release.
Keep the selection focused
One informative asset is often more useful than several decorative images. Give the reader a clear visual hierarchy and avoid making the page unnecessarily heavy. If additional materials help journalists, organize them in a clearly labeled media kit and link to the relevant files.
