This guide covers everything you need to know about photos and press releases: why they matter, how to format them properly, and what separates a weak visual from one that actually helps you get coverage.
Then it goes somewhere most guides don’t: into the distribution platforms that can take your press release further than you’d expect, including one strategy for generating local leads that almost nobody is talking about yet.
What Are Press Photos?
A press photo is any image included with or alongside a press release that helps tell the story. It could be a product shot, a headshot of an executive, a photo from an event, a before-and-after, or even a branded graphic.
The point is that it gives journalists, editors, and readers visually stimulating context.
When a media outlet picks up your press release and runs a story, they often need an image to go with it. If you don’t give them one, they either find their own (which you can’t control) or, more commonly, skip your story entirely because it’s not visual enough to publish.
Press photos are not decorative. They are part of the pitch.
Should Press Releases Have Pictures? Yes, Here’s Why.
The short answer is absolutely, and the numbers are hard to argue with.
- Press releases with multiple images get six times more engagement than text-only releases, according to data from Cision. PR Newswire reports that adding photos, videos, or infographics increases press release views by 552%. And 67% of journalists say images are more useful to them than infographics, videos, or social posts when they’re deciding whether to cover a story.
Six times more engagement. Over five times more views. Two out of three journalists actively want photos from you.
Plus, there are SEO (search engine optimization) reasons to include a photo:
2. Google Image Search is its own traffic channel. A well-named, well-alt-texted image from your press release can rank in Google Images independently, months or years after the release ran. People searching for product photos, event coverage, or industry visuals land on the page hosting your image.
3. Alt text is keyword real estate. Every image is an opportunity to reinforce a keyword without stuffing it into body copy. Most people leave alt text (a description of the image for bots to understand it) blank or write the filename. Request that your distributor uses the alt text.
4. Images increase dwell time. Pages with relevant visuals hold attention longer. Dwell time — how long someone stays on a page before bouncing back to search results — is widely considered a behavioral ranking signal.
5. Thumbnail images drive click-through from Google News and Discover. Google News and Google Discover pull thumbnail images from indexed pages. A release with no image either gets a generic placeholder or no thumbnail at all. Both hurt CTR, and CTR influences ranking position over time.
6. Richer content gets more backlinks. Press releases with strong images get shared more, embedded more, and referenced more. Backlinks that result from that sharing compound your domain authority.
AI indexing reads images too. LLMs and AI search tools increasingly process image context alongside text when building their understanding of a page. It makes it slightly more likely that AI platforms will cite your release.
Sourcing Visual Examples
- The bad: A wall of text, no image, boilerplate language, no clear story angle. These get ignored.
- The decent: A single image attached at the bottom, usually a generic logo or stock photo that adds no context to the story. Better than nothing, but barely.
- The good: A relevant, high-quality photo placed near the top of the release — a product being used, a real person involved in the story, a location shot. These feel like journalism, not advertising.
How to Include Photos in a Press Release
Placement
Put your primary image near the top of the release, ideally right after the headline and dateline or following the first paragraph. This is where editors’ eyes go first. Secondary images can appear lower in the body or in a media section at the end.
File Format and Size
- Format: JPEG or PNG. JPEG for photos, PNG for graphics or anything with text.
- Resolution: 300 DPI minimum for print use. For web-only distribution, 72 DPI at large dimensions (at least 1200px wide) works fine. When in doubt, send the higher-resolution file.
- File size: Keep individual images under 5MB. Large files cause problems on submission forms and in inboxes.
- Dimensions: Aim for at least 1200 x 800 pixels. Horizontal (landscape) images work better than vertical ones in most press release layouts.
Captions
Every image needs a caption. A caption is not a filename. Write one or two sentences that explain what’s in the photo and why it’s relevant. Include the name of anyone pictured. If there’s a photo credit, include that too.
Example caption: Sarah Chen, founder of Brightwall Insulation, demonstrates the company’s new spray application system at its Austin facility. Photo credit: Marcus Webb.
Alt Text
If you’re submitting through a platform that accepts alt text, fill it in. Write a plain description of the image. This helps search engines index your images and makes your release accessible to people using screen readers. It takes 30 seconds and most people skip it.
How Many Images?
One strong image beats three mediocre ones. That said, the data supports including more than one when the images are genuinely useful. For a product launch, a hero shot of the product plus one lifestyle image showing it in use is a solid combination. For an event announcement, a venue shot and a headshot of the key speaker covers the bases.
A Press Release with Photos: A Written Example
Here’s a fictional example of what a well-constructed press release with photos looks like. This is meant to show you the structure and tone — not to be copied word for word.
FOR IMMEDIATE RELEASE
Brightwall Insulation Launches New Residential Spray System, Cuts Installation Time by 40%
Austin-based contractor brings commercial-grade insulation to homeowners for the first time
[Primary image: Photo of the Brightwall spray system in action in a residential attic. Caption: Brightwall’s HeatLock Pro system being applied in a South Austin home during the company’s beta rollout. Photo credit: Marcus Webb.]
AUSTIN, TX, May 21, 2026 — Brightwall Insulation today announced the availability of HeatLock Pro, a spray insulation system previously used only in commercial construction, now adapted for residential use. The product reduces installation time by 40% compared to traditional batt insulation and is available exclusively through certified Brightwall contractors in Texas.
“We spent three years getting this right for homes,” said Sarah Chen, founder of Brightwall. “The commercial version has been used on office buildings since 2019. Bringing it to homeowners at a price that makes sense took longer than we expected, but we’re proud of where we landed.”
HeatLock Pro is currently available in Austin, San Antonio, and Houston. Nationwide rollout is planned for Q1 2027.
[Secondary image: Headshot of Sarah Chen, founder of Brightwall Insulation. Caption: Sarah Chen, founder of Brightwall Insulation. Photo credit: Marcus Webb.]
About Brightwall Insulation: Founded in 2018, Brightwall Insulation provides residential and commercial insulation services across Texas. http://www.brightwallinsulation.com
Media Contact:
Marcus Webb, Communications
press@brightwallinsulation.com
(512) 555-0190
Notice what’s happening here: the primary image is positioned near the top, there’s a clear news hook (40% reduction in installation time), the quote sounds like a real person, and the secondary image gives journalists a usable headshot. The whole thing is under 300 words. Clean, fast, and complete.
How to Prompt Your AI-Written Press Release
You don’t need to write a press release from scratch. You should be using Claude, ChatGPT, or whatever LLM you prefer to do the first draft. Claude is my favorite.
What matters is the quality of your prompt. A vague prompt produces a vague press release. A specific prompt produces something you can actually use.
A Strong Base Prompt
Here’s a starting framework:
Write a press release for [your business name], a [what you do] based in [city, state]. The news is: [one sentence describing what happened or what’s being announced]. The hook is [why this matters or why it’s different]. Include a quote from [name, title]. The tone should be professional but conversational — not corporate. The target length is 300-400 words. Include a placeholder for where a photo and caption should go.
From there, you edit. Read it out loud. Fix anything that sounds like it was written by a committee or a robot. Replace vague phrases like “innovative solution” with specific facts. If the AI writes “cutting-edge,” delete it and write what the thing actually does.
Honest Breakdown of Press Release Distributors (Must Read)
There are dozens of distribution platforms out there. PR Newswire, Business Wire, PRWeb, Newswire, GlobeNewswire — the list goes on. Most guides treat them like equals and then tell you to pick based on budget.
Here’s the more useful breakdown.
The big wire services (PR Newswire, Business Wire) are the gold standard. They get your release in front of real journalists at real publications. They also cost between $1,500 and $3,000 per release once you factor in their mandatory membership fees and add-ons. For most small businesses, that’s not a realistic option for regular use.
Below that tier, there’s a lot of noise. Services that promise syndication to “hundreds of outlets” but those outlets are mostly low-authority news aggregators that nobody reads. Getting published there is not the same as getting picked up.
Three platforms stand out from the rest — and not for the reasons most people cite. Each one has a specific use case where it dramatically outperforms the alternatives.
eReleases: Best for Getting Your Story in Front of Actual Journalists
[Affiliate link: eReleases]
eReleases looks like it was built in 2008. The website design hasn’t won any awards. But the service behind it is something genuinely difficult to find: access to PR Newswire’s distribution network at a fraction of what PR Newswire charges directly.
PR Newswire is the largest press release wire in the world. It reaches nearly 10,000 websites, over 33,000 journalists, and newsrooms across every major media category. A direct PR Newswire membership costs between $1,500 and $3,000 per release when you add up the annual membership fee, the base distribution cost, and the add-ons. eReleases is the only service that resells PR Newswire access at what amounts to a steep discount. Their Buzz Builder plan starts at $299 per release. Their mid-tier Newsmaker plan, which includes 100 media sites and premium network placement, runs $399.
Same wire. A fraction of the price.
The other thing eReleases does that most budget platforms skip: a human editor reviews your release before it goes out. They check for structure, clarity, and whether the thing is actually newsworthy. That review alone has saved more than a few releases from going out half-baked.
Who eReleases Is Best For
- Businesses announcing something genuinely newsworthy (a product launch, a funding round, a significant hire, a study or data release)
- Anyone who wants a shot at actual earned media coverage — meaning a journalist reads it and writes a story
- Founders and small teams without a PR firm, who need editorial backup before hitting send
Who Should Skip It
If you’re distributing routine updates or publishing press releases primarily for SEO or brand mentions, eReleases is more firepower than you need. The other two options on this list will serve you better for those goals.
Keeping Costs Down
- Stick to 400 words or under. Word count overage fees add up fast on any wire service. Say what needs to be said and stop.
- Pick one industry target. eReleases lets you select an industry or audience category. One well-chosen target beats three broad ones.
- Skip the writing add-on if you’re prompting an AI well. Their writing service is good, but if you’ve drafted a clean release using the prompt framework above, you don’t need it.
- Don’t pay for the full media monitoring package unless you need detailed tracking. Basic reporting is included in the base plan.
Prompt Add-On for eReleases
When drafting your press release for eReleases distribution, add this to your base prompt:
This release will be distributed via PR Newswire through eReleases. Write it to appeal to working journalists who receive hundreds of pitches. The hook must be in the first sentence. Avoid adjectives like “innovative,” “exciting,” or “cutting-edge.” Every claim should be specific and verifiable. Include one strong quote that sounds like a real person said it, not a corporate statement.
EIN Presswire: Best for Generating Local Leads
EIN Presswire is an affordable wire service — pricing starts at $149 per release, and bundle deals bring that down to around $66 per release if you publish regularly. It distributes to AP News, Google News, the USA TODAY Network, NBC, ABC, FOX, and CBS affiliate sites, Bloomberg Terminals, MuckRack, and thousands of industry publications.
That’s a solid distribution network. But that’s not the reason it’s on this list.
The reason is state targeting.
EIN Presswire lets you target your press release to specific U.S. states. You set your location when submitting, and the platform routes your release to local media contacts, state-specific newswires, and regional TV and radio stations in that state. No other platform at this price point does this as well.
Here’s why that matters right now.
When someone searches Google, ChatGPT, Perplexity, or any other AI-powered search tool for something like “best HVAC company in Denver” or “top personal injury attorney in Tampa,” those systems are pulling answers from indexed content across the web.
Press releases published on high-authority news sites — AP News, Google News, regional TV affiliates — show up in that index. They get read by the AI. The AI cites them, references them, and uses them to build its answers.
A press release distributed through EIN Presswire, targeted to your state, published on authoritative local and national news sites, and naming your business as a local provider in your category, is telling every AI search tool on the internet: this business exists, it operates here, and it is credible enough to appear on legitimate news sites.
For any business with a local customer base — a contractor, a law firm, a clinic, a restaurant group, a gym, a real estate agency — this is an under-leveraged strategy with a clear, measurable mechanism behind it.
You also don’t need a massive budget to run it consistently. Five releases a year at the $499 bundle price works out to roughly $83 each. That’s less than a single Google Ads click in some local service categories.
Who EIN Presswire Is Best For
- Local service businesses that want to show up when people (and AI tools) search for providers in their area
- Anyone with a Google Business Profile who wants to reinforce local credibility signals
- Businesses that publish press releases regularly enough to benefit from a bundle
Prompt Add-On for EIN Presswire
Add this to your base prompt when targeting local leads:
This press release will be distributed via EIN Presswire with [state name] targeting. Optimize it for local relevance. Mention the city and state naturally at least twice. Include the specific services offered and the geographic area served. Frame the news in terms of value to the local community. The release should read as relevant to [city/region] readers, not just to industry insiders. Avoid vague national language like “across the country” — this is a local story.
Web20Ranker: Best for Building Your Website and Brand Authority
Web20Ranker’s AP News Brand Feature Article service does something the other two platforms on this list don’t: it gives your website dofollow backlinks from some of the most authoritative news domains on the internet.
When your press release is syndicated through this service, it appears on Associated Press News, Yahoo Finance, Benzinga, Business Insider, Digital Journal, Apple News, BarChart, Dow Jones Newswires, Reuters, Street Insider, Globe and Mail, and CentralCharts — and those placements link back to your site with dofollow links.
Here’s the plain-English version of why that matters.
Search engines like Google decide how authoritative your website is partly based on which other sites link to it. A link from a low-traffic directory does almost nothing. A link from Reuters or Business Insider tells Google your site is credible, which pushes your rankings up across the board. Not just for one keyword — for everything your site is trying to rank for.
This is called domain authority building, and the traditional way to do it is through manual outreach, guest posts, and PR campaigns that can take months and cost thousands. Web20Ranker’s service compresses that process by getting your content onto these high-authority sites in a single campaign, with the links pointing back to wherever you want them to go.
The value isn’t just in the press release. It’s in the permanent, indexed, dofollow link from a domain that Google already trusts deeply.
Who Web20Ranker Is Best For
- Website owners who want to rank higher in Google search results, full stop
- Businesses in competitive niches where organic search is a primary traffic channel
- Anyone running a content strategy who wants to amplify the SEO impact of their existing work
- Local businesses who want BOTH the local lead generation angle (EIN Presswire) AND the SEO boost — these two strategies stack well together
Prompt Add-On for Web20Ranker
When drafting a press release for Web20Ranker syndication, add this to your base prompt:
This press release will be syndicated to high-authority financial and news publications including Business Insider, Yahoo Finance, and Reuters. Write it in a tone appropriate for business and financial media audiences. The brand should be positioned as credible, established, and relevant to its industry. Avoid anything that reads like an advertisement. Include natural anchor text opportunities around the keywords [list your target keywords here] — the kind of phrases that would appear in a neutral news article and that you’d want to rank for in search results.
The Case for Using All Three
These three platforms are not interchangeable. They serve different goals.
- eReleases gets your story in front of journalists who can actually write about it
- EIN Presswire gets your name into local search results and AI-generated answers
- Web20Ranker makes your whole website more competitive in Google
The ideal scenario, if budget allows, is to rotate through all three over six months. Start with eReleases for a launch announcement — something genuinely newsworthy that gives you the best shot at earned media. Follow up with EIN Presswire monthly or quarterly for local visibility and AI indexing. Run one or two Web20Ranker campaigns to build domain authority around your core keywords.
Six months of that strategy, done consistently with well-crafted press releases, compounds. The local citations accumulate. The backlinks age and strengthen. The earned media placements become references that AI tools keep pulling.
Most businesses do none of this. The ones that do, quietly build a visibility advantage that’s difficult for competitors to close.
Disclosure: This article contains affiliate links. If you purchase through these links, we may earn a commission at no additional cost to you. All recommendations are based on independent assessment of each platform’s capabilities. I personally have purchased from all three for the reasons listed in the article.
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