Then why do so many people and great organizations trying to pitch great announcements in news releases not include a few nice photos or even a video link, that is easily downloadable without embedding yet another YouTube video? (Though that IS preferable to no video at all!)

Many people/organizations do, but you might be surprised how many don’t. A middle ground is best – not a link to dozens of photos to wade through, pick your best, include a Goldilocks (not too big/small) dramatic illustration you’d love to see posted/aired with your announcement.

And so, I inevitably ask for a pic or two, maybe a logo or graphic that helps tell the story.

Please think that through before hitting “send.” It’ll be worth both our times.