By Hannah Kelly, Business Wire Paris
Here at Business Wire, we know that over half of journalists and media professionals are more likely to review a press release that includes multimedia, and that images/photographs are one of the top content types for the online newsroom, but in order to truly launch effective multimedia, we must remember one very important detail – the caption.
When looking for the first time at a news release, readers’ attention immediately goes to the caption, and then the added image. This creates the ideal opportunity for you. With up to twice as many people reading captions than body copy, captions provide an excellent opportunity to attract the reader’s attention. This short but sweet accompanying paragraph is your key to unlocking the image – it is the who, what, where, when, why and how, all rolled into one short sentence.
Immediately after reading the caption, the reader will flick back to the image, and view it, usually, from a different perspective. This is more commonly known as the loop, and is essential to engaging the reader. The photo and the caption complement each other, building suspense and satisfying curiosity.
But it is not only that captions define images, captions put images into context. In many instances, the caption and image can result in coverage when an article is not possible. Business Wire captions can be up to 100 words each, more than enough space to create a connection between image and story.
Given the importance of captions, and their role in not only increasing coverage but building connections between your product and your customer, what are the best practices for writing one?
- Use prepositional phrases, interesting adjectives and action verbs
The caption should focus on action, and help the article to progress, while providing as much information as possible as to the relevancy of the multimedia to the news you are sharing
- Use phrases that have been cut out of the main narrative
This is the ideal time to retrieve phrases that were cut out for length reasons, but that are still pertinent to the text and work well with the release
- Do not repeat body copy
For the simple reason that nobody likes déjà vu, whatever they’re reading!
- Provide information that’s not available by simply looking at the photo
A reader will look at the caption to learn more, not for reinforcement of already formed ideas. Captions allow you, the brand, to define the image and those captured in it, properly.
- And, finally, do not use the phrases “above” or “pictured here”.
These phrases are of little use to reporters who may choose to use your image and caption instead of the entire press release.
Multimedia is more important than ever within the news creation and sharing process. The caption serves as a reference, increases the impact of the image and adds to the credibility of the piece. Don’t overlook it, instead take advantage of this space and use it to not only increase coverage of your news, but conversions as well.
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