Using images and video in a press release

Match the asset to the question

A product photograph can show what is being introduced. A diagram can explain a process or a before-and-after change. A short demonstration can make a new function understandable in seconds. A chart can make a research finding easier to compare. Ask what the reader will learn from the asset that would be harder to explain with text alone.

If you cannot name that benefit, the asset is probably decorative. Generic stock imagery of handshakes or glowing screens rarely helps an editor and can make the announcement feel less specific than it is.

Think about where the asset will travel, too. An image may appear in a news story, a social link preview, a newsletter, and an AI-generated summary. Choose visuals that still make sense when cropped, reduced in size, or seen without the surrounding paragraphs.

Plan video for how people actually watch

Many people watch video on a phone, in a feed, with the sound off. Keep clips short, show the main point early, and use on-screen text or burned-in captions so the message survives without audio. Vertical or square versions often work better on LinkedIn and other social platforms, while a horizontal version suits embedding on a news page.

Offer a longer version separately if journalists may want more detail, such as a full product walkthrough or an interview with a spokesperson. Label each version clearly so nobody has to open every file to find the right one.

Host video on a platform that allows embedding and reliable playback, and provide a direct download for broadcast or editorial teams who cannot embed third-party players. Test playback on a phone and a desktop before you send the release.

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.

Clear captions also help search engines and AI answer tools interpret what an image shows. Descriptive, accurate text around a visual makes it more likely to be understood and represented correctly when someone asks about your announcement.

Write the caption before you finalize the image choice. If you struggle to explain why the image belongs in the release, that difficulty is useful information, and a different asset may serve the story better.

Design for readers with different needs

Provide useful alternative text for meaningful images, describing what matters rather than every visual detail. 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. Avoid flashing effects and autoplaying sound.

The release should still explain the essential announcement without requiring the asset to load. Someone on a slow connection, using a screen reader, or reading a plain-text version in an inbox should not miss the news.

Check contrast in any graphics and make sure embedded video players can be operated with a keyboard. These steps take little time and make the material usable for far more people, including editors working quickly on small screens.

Check the publication details

• Confirm ownership and permission to publish, including for people who appear in images.
• Use a clean, descriptive filename and an appropriate file format and size.
• Review cropping on narrow screens and in social link previews.
• Check that video, download, and embed links are publicly accessible.
• Keep the visual consistent with the approved claims in the release.
• Label any AI-generated or digitally altered imagery clearly.

Be careful with generated and edited images

AI image tools and heavy editing can produce attractive visuals quickly, but a press release is a factual document. If an image shows a product that does not yet exist in that form, a concept rendering, or a composite, say so in the caption. Editors need to know whether a picture is a photograph of reality before they publish it.

Avoid generated images of real people or real locations that could be mistaken for documentation. When in doubt, use an honest photograph or a clearly labeled illustration.

If you use AI tools to help with editing, such as removing background clutter, keep the original file so you can show what was changed if anyone asks.

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, since large files slow loading on mobile connections. Compress images sensibly while keeping a high-resolution version available for print or broadcast use.

If additional materials help journalists, organize them in a clearly labeled media kit and link to the relevant files. That keeps the release readable while still giving reporters everything they need to tell the story well.