Whether on your website, in press releases, or on social media, images determine whether content gets noticed or gets lost in the daily flood of information. A compelling text needs an equally strong visual counterpart to be effective. Nevertheless, image selection is often underestimated in PR work or dealt with quickly under time pressure. The rule of thumb is that those who work with eye-catchers stand out – and those who search specifically will find the best images!

Why pictures say more than 1,000 words.

Images are more than just decorative accessories. They convey messages at a glance, evoke emotions, and stick in the memory. A well-chosen motif can generate sympathy, strengthen trust, and make complex content tangible. In PR, this means that every image is part of brand communication and deserves the same care as every sentence in a press release. Reason enough to take a look at the most critical aspects behind choosing the right image—and to take a closer look at how to get the best possible image.

Your own photos or stock images – which is right for you?

Not every story requires a photo shoot. However, suppose you want to maintain a distinctive image. In that case, you should invest in a basic stock of individual images: authentic portraits of important spokespeople, insight into the company, and illustrations of products—in short, you need atmospheric images that convey values and culture. High-quality stock images are a helpful addition for current topics, tight deadlines, or accompanying content. Quality is crucial: clichéd motifs, exaggerated poses, or artificial staging quickly appear interchangeable. Authentic, lively images with genuine storytelling are the better choice—even from a stock library.

Prepare images for media use.

An effective image only reveals its full potential when it is prepared appropriately for the medium in question. Different channels require different image formats, sizes, and resolutions. While print and press images are usually required in landscape format and high resolution (at least 300 dpi), social networks have specific requirements: Instagram prefers square (1080 × 1080 px) or portrait formats (1080 × 1350 px), Facebook often uses landscape formats (1200 × 630 px), LinkedIn requires professional imagery in 1200 × 627 px format, and for stories on Instagram or Facebook, portrait format 1080 × 1920 px is essential. The image section should also be adjusted depending on the intended use to convey key messages. Color corrections, subtle retouching, or alignment with an existing color scheme also help to ensure consistent visual language across all channels. For reference: dpi (dots per inch) indicates the print resolution—the higher the value, the sharper the image in print. For print media, 300 dpi is usually recommended. Pixels (px) are the smallest image units on the screen and define the dimensions in the digital representation. More pixels mean greater depth of detail, but are only relevant for web and social media to a certain extent.

Where can I find good pictures if I don’t have any of my own?

Suppose you don’t have your photos – whether due to time constraints, a lack of budget, or limited resources – professional image databases such as Adobe Stock, Shutterstock, iStock, Freepik, or Unsplash can help. The images must fit the brand and appear authentic. Clichéd scenes or artificial staging should be avoided to ensure a consistent overall look.

Tips for successful image research

A well-thought-out strategy saves time and ensures high-quality results. The following tips will help you optimize your image search in PR:

• Define your goals: Before you start your search, you should be clear about the message, mood, and target audience the image should convey.
• Choose appropriate search terms: English keywords usually provide a wider selection. Specific search terms lead to relevant results more quickly.
• Use filters wisely: Many platforms offer filters for color scheme, orientation, or style. Using these filters in a targeted manner saves time.
• Check license rights: Usage rights and license terms must be clarified. All evidence should be securely documented.

Consistent visual language as a factor for success

Strategically managing your image selection helps you create a clear visual profile in the long term. Recurring colors, perspectives, and motifs make a brand recognizable—on your website, in your press kit, and across all media channels. A consistent image style strengthens trust and underscores the professionalism of your entire PR work.

Conclusion

The optimal image search is not a matter of chance. It is part of a professional PR strategy and should be given the same importance as text or message. Well-chosen images create visibility, reinforce the impact of content, and remain in the memory. Investing in this area in a targeted manner saves time in the long term—and increases impact.

Would you like to make your PR shine with powerful images? Write to us at vibes@hbi.de, and we will help you make your stories visible. Contact us now for a no-obligation consultation!

About the author

Annika Müller

Junior Communication Consultant at HBI Communication Helga Bailey GmbH

Annika Müller has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles and the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.

image source: www.canva.com