PR fundamentals | Press Kit

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May 19, 2018
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PR fundamentals | Press Kit

According to Crosby Noricks, expert fashion public relations the press kit (or media kit) is often the media’s first in-depth experience of a brand, so it is essential it reflects the brand identity while delivering all the essential information.

The key elements of a great press kit are:

  • A traditional press release or feature-style article about the brand/collection
  • An interesting interview, Q&A of fun-facts type content piece about the brand founder
  • Breathtaking images that tell a visual story about the brand/collection
  • The Who, What, Where, How and Why delivered in clear, simple language
  • Product images and logo available at high and low resolution
  • A season-driven, embeddable short video (under 2 mins)
  • Recent, noteworthy press less than 6 months old
  • Social media links


  • Require a media login – this allows you to make the connection when they request access
  • Include an email sign-up for media to easily join your media list. Provide a line where they can let you know the types of stories they cover
  • Figure out how to surprise and delight the media – maybe it’s with your navigation, making the fact sheet interactive or the fact that images are embeddable
  • As more and more people are accessing content on their mobile phones or tablets – don’t forget to design your press kit for mobile and tablet viewing
Dr. Ev D'Amigo
Dr. Ev D'Amigo
President at The Future of Work Institute (FWCI) | Star Hellas 2018 Director Event Management |> Social |