Everyone’s heard the cliche “A picture’s worth a thousand words,” right?
Guess what? That phrase is a cliche because in most instances it’s true.
When it comes to press kits, you have to include photos. This means

Physical photos,
Digital photos saved on a DVD, CD-ROM or thumb/USB drive, or (at a minimum)
Web addresses to online versions of downloadable [...]

For those instances where it makes sense to produce a physical press kit, I also recommend (where possible) that companies include digital copies of the enclosed public relations materials as well.
Such digital copies can be available on a

Thumb drive (USB stick),
DVD, or
CD-ROM.

Enclosing digital copies of your publicity materials will make it even easier for journalists [...]

Want better pick-up on your press releases? Then consider what artwork you can use to help tell your story.
Such artwork can include

photographs, 
video clips,
pie charts,
diagrams,
drawings/illustrations,
screen captures,
and more.

Your artwork might even be a provided via one-on-one, on-camera interview with a key executive or employee.
Remember the cliché: A picture is worth a thousand words?
Just because it’s a cliché, [...]

Whether you’re pitching a story idea to a journalist or crafting your next news release, one way to increase your chances for media coverage success is to think visually.
What I mean by “think visually” is to consider what artwork could be used with your story, whether that’s

still photography,
video footage or
some form of 2-D graphic (like [...]