One of our students is ready to send out his press release. His superiors have asked him to do so as quickly as possible, before the opening of the new store. "Everyone needs to know that we have a new store," they tell him.
After reviewing the essential information, my final question was quite simple: what images do you have on hand for journalists to illustrate their articles?
My student had no images of the store or sketches, which are now computer-generated and provide a very close idea of reality, the famous "renderings."
You can send a press release without images, and you may have the chance that the nearest newspaper can send its photographer. But it's risky.
It's better to wait until you have all the information, and the images of the new store are crucial here.
If the new point of sale is on a busy street, having an image of the store's facade will be most useful.
We simply cannot do it without images of quality today. And this is where step number 4 of the NATA PR Model comes into play, reminding us that images are essential.
At NATA PR agency, we invited journalists to the opening of a flagship store for a major international brand, and we received the photos only a few days after our event.
Well, the media waited to receive the photos to publish articles. And that's for the best because an article without an image does not have the same impact and will not capture the attention of many readers.
I challenge you to find an article in a magazine or newspaper that is not accompanied by an image or a photo. You will see that it's rare, and I promise you will have a hard time finding even one.
The press release still has its place, and photos have become indispensable. According to CISION's survey on the state of the media: 73% of journalists request and use them.
I suggest prioritizing photos over videos if you have to make budgetary choices. Photos will be useful on your website and social media and accompanying your press release.
With high-quality professional images, you increase your chances of getting noticed. Imagine a product you want to promote that has no photos. The same goes for a store, a new shop, etc.
If you sell services like us, photos of you will be useful.
What to do if you have no image to accompany your press release?
Well, delay sending information until you have an image.
You often have only one chance to make a good impression. If a journalist contacts you after receiving your press release and asks for images, they will move on to the next issue if you don't have a photo to represent your product or service.
Here is step number 4 of our model: the necessary tools. You can download it for free at the bottom of this episode.

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