Beyond PR

Jan 25, 2013

Content We Love: Says “I Do” to Great Visuals

ContentWeLove“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering SEO advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

Something Old, Something New,
Something Borrowed, Something Blue

Forever is a long thing to plan for. Decisions about cake, about photography, about lighting… There are so many details when it comes to a wedding!

The same is true when it comes to crafting a great press release.

Bells sounded when I read the release about TheKnot.Com’s New Photo-Sharing Capabilities which included THREE images and perfect use of hyperlinking.


1) Visuals are important, whether to capture your wedding or showcasing your press release. They are shareable. They are relatable. They cause your readers to take notice.

* Case in point: check out the feed on  Which releases are you more apt to read? (Hint: probably the ones with the pictures!)

Looking to stand out like Want a press release that no one can forget? Include images with your releases!

Once the images piqued my interest, the hyperlinking sealed the deal.
I now pronounce you wonderfully linked!

2) Hyperlinking/anchor-text can seem daunting, but it is crucial for your visibility. Visibility? How searchable, viewable, is your release? The more visible, the more people can view.

Each link is a little meal for the search engine spiders, linking the press release to your website pages like a web. Bigger web = better visibility.

  • Here is the catch, if you link to the same website, it creates one line of ‘spider web.’
  • If you link to different pages on your website, search engines create a full web from the release to each of the pages.

So multiple pages linked = stronger web = great visibility!

*Beware of spamming your reader. Every sentence does not need a link. It should flow naturally. First mention of the company? Link. Mention the new product? Link. Find us socially? Link. Need an example? showcases great hyperlinking!

When crafting your releases, don’t forget to say, “I Do!” for great visuals and linking.

Big thanks to for uniting a great release with visuals and hyperlinks!

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on or on twitter

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