How to Include Pictures in Your PR Pitch

If a picture is worth 1000 words, then it might just be the most effective way to pitch your product. Sending quality images in your pitch might be the key to getting media attention you are looking for.

Obviously, images don’t work for every type of business. For example, a lawyer, CPA, or even a doctor is unlikely to have interesting and relevant pictures to offer the media. This is fine. If your business provides a service, you’re not necessarily expected to send a picture, so don’t be discouraged.

However, if you sell a product, a picture can be very helpful in your pitch. Visual content like food, home décor, bath and body, fashion, and so much more deserve images to carry their story.

Think of it this way: an editor is scrolling through email after email, all of them full of text, and then your picture pops up in the body of your email. Among the sea text, your image stands out, speaks up, and give you a chance in.

Here are a few common questions and answers to effectively include pictures in your pitches.

Should pictures be attached, linked, or in the text?

In your initial pitch, include low-resolution images in the body of your email. High-quality pictures might not load properly, appear too large, or flag your email as spam. A low-res image is more likely to be seen now and high-res pictures can always be sent later.

But low-res should never mean blurry. Low-res images simply have small file sizes. Aim to get your file size down to 1 MB or lower.

Not sure how to reduce the file size of a photo? A quick way to reduce file size is in paint. There, you can select “Resize” and choose the percentage you want the photo to be reduced. After saving, you’ll see the actual file size in the bottom bar.

Should I say pictures are available upon request?

Yes! I like to include the line “high-res images available upon request,” but for reasons, you may not expect.

When you give all your information upfront, the media outlet may not let you know they will be including you in a story. By holding some information back, they have to ask you to provide that information. This helps me keep track of who is covering my clients. Of course, you can always set a Google Alerts notification, but this method keeps you looped into the process.

How should I organize my photos?

One thing that will save you a lot of time is to create a Dropbox with all of your pictures in one place. Have them clearly divided by collection or group and then make sure they are clearly labeled with what they are.  

Dropbox is widely used which makes it an easy way to organize and share high-res images.

Is it better to send a lot of pictures or just one?

In your initial pitch, include only two or three pictures. One can work but sending a two to three gives you a chance to show off a little more.

Any more than three and you are doing too much. In general, you want your pitch to be highly targeted. Sending too many images dilutes your overall message.

Should products be in context or have a white background?

The images you send in your pitch should display your products on a white background. The staged or scenic look can take the focus away from your products. Or worse, make it hard to see.

You’ve worked so hard to create your products, let them stand out.

But it’s not just about getting the media’s attention either. A white background makes it a lot easier for them to work with the image once they decide to write about you.

Are pictures I took with my phone okay? What’s a good quality photo?

Generally, no. Avoid sending photos you took with your smartphone. Professional photos are going to put your products in their “best light.” If you can afford a professional photographer, do it. This is your best option. A slightly cheaper option is to take your products to Picture People or the JC Pennys photography studio. They’ll be able to take good pictures of your product on a white background.

We already talked about sending low-res images in the email. When it comes time to send your high-res images (Congratulations, BTW!)  make sure they are 300 DPI.

Getting high-quality images is a worthwhile investment for your business. These photos will represent your brand and speak for you. Because remember, a picture is worth 1000 words.