PRs urged: Send us your giant emails – plain text journalism is dead

PR professionals are being urged to rethink press release etiquette and start including rich media with their emails to journalists.  

The call comes from Renai LeMay, news editor of technology site ZDNet.

In an email to all of his contacts today, LeMay said:

It appears there is a bit of confusion out there about whether PR and communications professionals can send rich media such as images, audio and video to journalists when distributing press releases and other statements.

Some PRs have told me they’re afraid to send such rich media to journalists, because they complain that their inboxes fill up. Some PRs tell me that they’re not sure how publications can handle images, sound and video on their sites, and so they don’t send them at all.

So I thought I would send a mass email to the PRs I deal with, to let you know how we feel at

In short, we feel that the age of plain text journalism is dead.

In our Sydney offices at CBS Interactive, all of our journalists have Adobe Photoshop installed on their computers, as well as audio editing software. They are issued with high-end digital SLR cameras when attending press conferences.

In addition, we employ several full-time video editing staff that work across various sites, and we have broadcast quality cameras, sound equipment etc, dedicated video editing PCs and even a green screen.

Our journalists are expected to file each and every story with an image attached. And we are making increasing use of audio and video in our publishing work.

So please, if you are thinking of sending us high-resolution images, audio or video of any kind, please do so. If we publish a story on a statement you issue, there is a very high likelihood we will include rich media. We prefer images to be as high quality as possible. (For images, this means we prefer magazine-quality: 300DPI, in as large a size as possible. We can accept any format: JPG, TIFF, PSD, etc. Often 72DPI is fine as long as it is good quality and a large picture.)


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.