Shutterstock Partners With PR Newswire

Posted on 4/20/2016 by Jim Pickerell | Printable Version | Comments (0)

Shutterstock has announced a partnership with PR Newswire that will provide its customers with access to the Shutterstock 83 million+ image library of licensable photos.

PR Newswire is the leading worldwide distributor of press release information to nearly 10,000 global websites and more than 33,000 member journalists. PR Newswire helps public relations, marketing, corporate communications, and investor relations professionals achieve their communications goals by getting their marketing messages to the press.

The partnership is designed to make it easier for communicators to include images with their press releases. PR Newswire’s 2015 research shows that a single visual asset added to a press release increases the visibility of that release by 92%. In addition adding more than one multi-media asset can increase the visibility by more than 550%.

PR Newswire has integrated Shutterstock’s image library directly into its Online Member Center, making it simple for customers preparing press releases to add “engaging images” to their releases. PR Newswire’s recommendation tool will scan the text of the release and based on keywords found “recommend the image that will resonate most clearly with the audience.”

The press release does not explain how the PR Newswire tool will accomplish this goal since a search of most keywords that can be found in a press release will deliver thousands if not tens-of-thousands of choices to the viewer. The viewer must then choose the image of group of images that will “resonate with the audience.”

Shutterstock images are available for use at NO COST to PR Newswire members with the purchase of any current photo distribution option. (Customers pay to distribute press releases. An additional fee is charged for each photo included in a release. Any fee paid to Shutterstock will come out of the image distribution fee.)

 “Data shows that there is direct correlation between successful content engagement and the use of imagery in brand messaging,” said Janet Giesen, Senior Director of Business Development and Strategic Partnerships at Shutterstock. “This partnership with PR Newswire will allow communication professionals to access a vast collection of high-quality imagery to help elevate their customers' communications and attract the attention they deserve.”

“Our customers know that multimedia increases the visibility of their content, but don’t always have an image available,” stated Jason Edelboim, Senior Vice President of Global Product at PR Newswire. “Our partnership with Shutterstock makes it easier for PR and marketing professionals to find high-quality photos on-demand to enhance their campaigns and drive discovery of and engagement with their messages.”

Download PR Newswire's free white paper Setting the Record Straight: Press Releases that Stand Out in the Digital Age to learn how to leverage your content to create engagement, yield revenue, and get your message heard.

Copyright © 2015 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


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