Presentation Press Kit

1. Publicity and Advertising
• Sales promotion
• Communicate information about goods, services, and idea’s
• Goal: to influence sales or acceptance by an intended audience (written or oral)
• Ex. of promotions – fashion shows, personal selling, visual merchandising, special events, public relations,
publicity, and advertising.
• Personal Selling
• one of the most successful forms of Sales Promotion. (The sales person promotes the product.)
• Visual Merchandising – is the physical presentation of the products in a non personal approach.
• Ex. Windows and interior.
• Special Events – activities sponsored by the retailers to attract customers to the store.
• Ex. Store promotions, trunk shows, fashion shows, informal modeling,
• Public Relations (PR) – is the interrelationship between service providers and the public it relates to the image of
the organization through all levels of communication.
• Publicity is non-paid un-sponsored information delivered at the discretion of the media. (To inform the
media, and then the media in turn informs the public of the event.)
• Advertising is information paid for and controlled by the sponsoring organization.

2. Press Kits
• Folder with designer’s logo.
• Designer Biography / Philosophy.
• Press release describing the current product line.
• Photo’s representing the line of garments as well as portrait of the designer.
• A complete budget including the cost of the press kit. (Break it Down!!!!)
• The photography costs.
• The total number of kits to be produced.
• The rationale of where the kit will be distributed.

3. Press Release
• What is a Press Release?
• It is a written article on a newsworthy event that is sent to editors or news directors for
publication or broadcast in the media. It will include all of the details about the event.
• It is written to get the editor or news director’s attention. (Your goal is to get them to
run it in their media.)
• They are usually limited to one or two pages.
• Press releases should be hand delivered or mailed first class.
• Sent out to the media to be published as close to the event as possible.
• Newspapers 3 – 4 weeks before
• Magazines 3 – 4 months before

4. Guidelines for a Press Release
• It should not be hand written.
• Copy should be submitted on 8 ½ by 11 inch white paper.
• You should only use one side of the paper.
• The copy should be double spaced with left and right margins that are at least one inch.
• Top and bottom margins should be at least two inches.
(This allows for any editing or revisions that are made by the editor)
• If the press release is more than one page all of the pages after the first page should be
numbered in the upper right hand corner. In the left hand corner include a two or three word
heading repeating important words from the headline.
• The word “more” should be used in the center at the bottom of the page if the press release is
more than one page.
• At the conclusion of the press release #### appears in the center at the bottom of the page.

5. What should be included in the Press Release?
• Company / Designer name
• Address
• Contact persons name and phone #
• (This should all be included in the upper left-hand corner of the page) Not necessary if you have a letterhead on the page.
• Contact Person – is the publicity chair, show coordinator, line representative, or…….
• Release Date – is included to let the editor know when to run it.
• Exclusive to – that press release is written to that publication only.
• Special to – that press release is written for a specific publication
• The Headline
• The title of the release
• Centered
• All upper case letters
• Underlined
• 1/3 down the page
• The Lead
• This is the most important part of the press release!!!
• The lead is one or two sentences, that will summarize Who, What, Where, When, and Why.
• The Amplification
• Follows the lead and provides additional information and facts.
• It may be one or several paragraphs.
• This must be written in diminishing order of importance. *LIST THE IMPORTANT INFORMATION FIRST!

6. Press Photography
• Photographs prepared specifically for use in print or media to accompany
press releases or to be included in a press kit.
• Standard form
• Photo Guidelines
• 8x10 – 5x7 glossy stock in black and white or color.
• Avoid busy backgrounds.
• The fashions should be emphasized.
• Most publications work with CD’s and digital materials.
• Handle the photographs carefully “No Fingerprints”
• Captions
• Identification information that matches what is already on the press release
(co. name, address, contact person, phone, email, and fax)
• They should be attached to the bottom of the photograph with rubber
cement.

7. Press Kits
• The presentation of the press release and photographs.
• Usually in a folder with inside pockets
• Contents: press releases / news stories / feature stories / fact sheets /
photographs w/ captions / biographical information and so on.
• Visually impress the editor.

8. Biography
• Introduction
• Body
• Conclusion
• 3 – 5 sentences for each

9. Philosophy
• Philosophy is not a Biography
• Philosophy is more about motivation and
values

10. Philosophy
• Philosophy is not a Biography
• Philosophy is more about motivation and
values