Absolutely. As the old adage goes: a picture is worth a thousand words. First of all, it's important to incorporate highly engaging, newsworthy video and photos in a news release because they can grab your readers' attention and convince them they should stay and read on. Usually people often don't have time to read a lengthy article. I've heard that the average human attention span is only 8 seconds. So images and videos drive attention way better than any text. By saying better I mean faster. Also, using media is an excellent way to tell a more complex story. What's more, the content would stay in the viewer's mind for longer. Finally, images can be easily shared by other people, which means your story will be seen by a larger audience.