This one really confuses us and lets us know that the company or firm has no idea what they are doing. It happens more often in industries that are more visual like Home and Fashion.
When you issue a press release where the words and photos are all one graphic, it is absolutely useless. Not only is this a bad practice in PR, it’s bad practice on any part of the web. And, that is even more true now that mobile is so prevalent requiring that all content be responsive.
We understand the desire to make everything that represents your company look amazing. Save the design for the customers and make it easy for the media to give you coverage.
A press release should be in a basic web format like HTML or WordPress so that it is easy to copy and is mobile responsive. Web-friendly photos, tables and other graphics can be included at the bottom with links to download or request hi-res versions.
If you’re sending it in an email, basic email format is just fine. There is no need to attach the copy. Use attachments for low-res photos and other graphics.
There are thousands of other press releases that are much easier for us to publish because they are in the proper format. So, we will always just skip graphic press releases and move on to cover companies who know what they are doing.
If you want to take the extra time to create another a graphic version, that’s your choice. But, we will not carry your press release if it is only offered in a graphic format.