Perhaps you’ve read my “9 steps to a compelling press release” article. Here’s a follow up about what to do with the pictures you attach to your press release:
1. Good quality pictures that are easy to obtain for the reciever can increase the turnover rate of your product.
2. The pictures should have a high technical quality, i.e. be right exposed and sharp.
3. Pictures meant for print media should have a resolution of 300 dpi and be as big as you want it to be in print. This means that a picture you want to be printed on a whole A4 page should be 29.7 cm at 300 dpi. Pictures meant for digital media only need to have a resolution of 72 dpi.
4. Photos can be saved as jpg with high quality. Logotypes and other vectorized pictures (illustrations) should be saved as eps.
5. Make it easy for those who wants to use your pictures. If one can download press material from your website, make sure they’re easy to get to. You usually don’t need special logins and passwords.