Banners within the text can also enrich the navigation experience for the journalist when reading through your press release. You can use banners to redirect them to a complementary infographic, a document, or your brand’s webpage.

The important thing is that they not interfere with the information your providing, rather complement it (just like in blogs or other online content). In this infographic you’ll find some helpful advice on how to optimize your CTAs:

Fuente: brandongaille.com

4. Include images of the people you mention in your press release.

There may be journalists who aren’t so interested, yet others who will need more information on your company’s spokesperson(s) or other professionals, celebrities, influencers… who are involved in the event. When sending press notes it’s never a bad idea to include pictures of those mentioned, as well as links to their professional profiles. This way, journalists who receive your invitation or press release will know who is who, and therefore accurately report on them.

Example of an email sent by Women’s Conference of Florida 2016

5. Why not use a GIF in your emails?

GIFs are now heavily associated with fun content that users share on their social media accounts. However, it would be a mistake to limit a GIF’s potential to this. GIF means Graphic Interchange Format, a format for animated images. Don’t be afraid of using these to personalize the design of your communications or press releases, rather than just using static images.

Below, you’ll see an example of a collection launch being presented in an animated image, making for a more dynamic campaign email. Press notes take on a lighter, more fun feel with this format:

6. Think about which device your target consumer uses before sending the press release.

Who are the individuals who are receiving your communications and press notes? Do they sit at a desk all day? Are they constantly on the go? Think about who your audience is, and adapt your emails to their needs so that no matter the device the journalist or influencer uses, your emails will always look great. An emailing platform with a drag-and-drop feature to build personalized emails with press release templates – and with responsive formats – is the most recommendable type of digital tool. Not only will this offer you more possibilities when it comes to designing and structuring your emails (without having to worry about HTML!), but it will also make your communications adaptable to any device: mobile phones, tablets or computers – which means your invitation or press note will always look incredible, no matter which gadget your recipient is using.   ^[6]

Example of a responsive email that adapts to all devices.

7. Use the right emailing platform to easily design your press communications.

If you’re not a Photoshop guru or HTML programmer, it isn’t always easy to send visually attractive invites or press releases. Luckily, there are advanced emailing platforms that are intuitive and will make the whole process flawless.^[7]  You can send your communications in a matter of minutes, without any technical problems! Choose a platform that is tailored to PR and communication departments’ needs, and you’ll feel right at home ?

Here are some examples of how you can make the most of the visual aspect of your press notes, invites and communications. And, to finalize, I’m offering up some advice on what you should bear in mind when it comes to incorporating images in your emails:

• Use the ‘text + image’ mix to your advantage (steer away from designs based on a sole image).
• Harmonize all of the elements in your press notes (make sure there’s a balance between the images and text, use colors from the same palette, etc.)
• Use a system that will support high res images (a server or emailing platform^[8]), so that when you send press notes they don’t end up in your contacts’ spam.
• Think of how we consume information online: use images to complement your news.

Do you have a good example of a press release (version 2.0)? Do you want to start sending more interactive press releases?

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