Poor-quality electronic photos, whether on your company website or in your online Media Kit generally turn off visitors, especially the media. You can post images to the web the 72dpi format that most web-based image files are set at. However, because of the compression formats for web-based images, they are not ideal files for print media.

If you want to make print-ready images available at your site, you should link to a high-resolution version of the image that will only download to the visitor’s system once they've clicked the link. Journalists appreciate this forethought on your part and will come to you more often if they know you’ve got great pictures that are already formatted for them.

Pictures are worth a thousand words, yes, but only if they are the right kinds of words. To find out what else goes into an online Media Kit, check out How to Create an Online Media Room and Keep the Media Coming Back