The icing on the cake of a press release: Additional assets | Medianet

Fortunately it’s very rare that an organisation doesn’t already have a go-to bank of images that form part of its communications and own website publishing activity at their fingertips. So before thinking you don’t have something to match the content of your release, it pays to check out the multimedia resource you already have access to.

The process of putting a multimedia news release[4] together is becoming simpler and the case for doing so more and more compelling.

To put an asset rich icing on the cake of your release you just need to remember a few other things that are on the wish-lists of journalists to make their life easier and to strengthen the release’s useability: 

  • The prospect of a photo being used will automatically be maximised if you include a good caption. No photos should be sent without a caption, and if necessary a photo credit.
  • Captioning videos is also becoming expected and is often favoured for social media use.
  • Embedded links at key points in a release are fine, but you can also strengthen your release if you bullet point the links as full or abbreviated URLs at the bottom of the release.
  • When your release is about a newly published research report or survey results it is most helpful if you provide a source link or actually attach the source report or survey. This will ensure the journalist gets instant access to what they need to understand the full content of your release and as a basis for their own story research. You do yourself a favour by doing the journalist or editor that favour.

Written by Medianet’s Marketing team


  1. ^ headlines (
  2. ^ content and angles (
  3. ^ place images on an accessible image platform? (
  4. ^ multimedia news release (

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