It is remarkable how much press material is sent out without visuals, in a business that blabbers on and on about content being everything.

I was just reading a release about a European software company and its new DOOH client, describing in considerable detail what’s on the screen and how the screens are located in the venues.

But there were no embedded images, and no attached image files, associated with the PR. Worse, in this case, there was  no link even to the client Website where a blogger or trade mag or portal editor might dig up visuals to juice up the story they might do.

It is so easy to shoot photos and even video these days, and post them online, that it is almost baffling that companies looking to generate attention about what they are doing don’t leverage the basic technology that’s easily available to them.  Even marginal quality video, posted to Youtube, is better than nothing.

Most of the bloggers and trade publishers you are targeting for attention with these releases have skeletal resources and crank out a lot of stuff in a day. You have a far better chance of getting attention if you make it easy for them by providing things like photos, logos, Website URLs and links to video they can embed, if they want.

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