Renowned fashion stylist Niamh O' Rourke discussed the importance of a well put together press pack and the different ways of media profiling to benefit your business.

1. Media
Profiling
Niamh O’Rourke
Fashion styling
Show production
Fashion journalism

2. Niamh O’Rourke
Fashion styling
Show production
Fashion journalism
Press
Packs

3. My
Background

4. Client : Image Magazine
Photographer : Christian Ammann
Stylist : Niamh O’Rourke

5. Client : Image Magazine
Photographer : Christian Ammann
Stylist : Niamh O’Rourke

6. Client : Image Magazine
Photographer :Andreas Pettersson
Stylist : Niamh O’Rourke

7. Client : Image Magazine
Photographer : Dirk Lambrechts
Stylist : Niamh O’Rourke

8. Client : Brown Thomas
Photographer : German Collins
Stylist : Niamh O’Rourke

9. Client : Brown Thomas
Photographer :Andreas Pettersson
Stylist : Niamh O’Rourke

10. Client :Arnotts
Photographer :Andreas Pettersson
Stylist : Niamh O’Rourke

11. Client : Irish Independent

12. Client : Irish Independent

13. Client : Irish Examiner

14. YOUR
BRAND
IDENTITY

15. YOUR
BRAND
IDENTITY
Who are your customers?
What publications would you like to see your work in?
Do these align with your work?
Make mood-boards and brainstorm.
Create a press pack as an extension of your brand.

16. AMAZING
PRESS
PACKS

17. Chanel

18. Chanel

19. Chanel

20. Christian Louboutin

21. COS

22. Penneys

23. PREPARING
YOUR
PRESS PACK

24. The Perfect Press Pack…
Proshots.ie

25. 1
2
3
The Perfect Press Pack…

26. Outline of content
Link to high-res image
[A4-A3 size at 300dpi, approx. 60MB]
1
Attached are Spring 2013 images by [PRoSHOTS] for Shevlin Millinery
If you would like high-resolution versions, please just download individual images or the complete folder from the link below:
http://www.yousendit.com/download/UVJoMFhoZ1BtNEtFQk1UQw
You can also browse and download these or any other [PRoSHOTS] images through the press gallery at: www.PRoSHOTS.ie
Alternatively, you can email me a request for images or additional information.
Best regards,
Grainne
[PRoSHOTS] - promoting Irish Designers & Boutiques
+353 87 2341710
www.PRoSHOTS.ie
Shevlin Millinery
The Shevlin Brand is now available in Arnotts Department Store, Dublin, in both ladies and gents departments. John Shevlin's late father started a hat
manufacturing company in Malahide, Co. Dublin in 1960. John has followed in the tradition and has designed and made hats for
many outlets in Ireland, including A-Wear, Arnotts, Accessorise, The Hat Shop Dublin and remains the only blocked felt and
straw hat manufacturer in Ireland. John makes various felt hats in plain woolfelt, woolfelt mixes, velours and fur felts. He is also
the only Irish maker of real panama hats, using quality Panama Straw from Ecuador, for ladies and gents, not just the classic
ecru Panama but also in various styles and colours. John ranks as one of the most established and respected milliners in the Irish
fashion scene. His hats are exported all over the world. John was commissioned to design and produce the last air hostess hat
for the Aer Lingus uniform and has made hats for leading Irish couturiers Ib Jorgensen and Thomas Wolfangel. The Gate Theatre
in 2010 commissioned John to make a hat for the renowned actor Owen Roe, for Samuel Beckett's Endgame, directed by Alan
Grainne Walsh <grainne@proshots.ie>
To: undisclosed-recipients:;
[PRoSHOTS] for SS 2013 - Shevlin Millinery
8 May 2013 01:43
15 Attachments, 1.3 MB

27. Very short biography about the craftsperson/brand
Press release message
Contact details
Attached are Spring 2013 images by [PRoSHOTS] for Shevlin Millinery
If you would like high-resolution versions, please just download individual images or the complete folder from the link below:
http://www.yousendit.com/download/UVJoMFhoZ1BtNEtFQk1UQw
You can also browse and download these or any other [PRoSHOTS] images through the press gallery at: www.PRoSHOTS.ie
Alternatively, you can email me a request for images or additional information.
Best regards,
Grainne
[PRoSHOTS] - promoting Irish Designers & Boutiques
+353 87 2341710
www.PRoSHOTS.ie
Shevlin Millinery
The Shevlin Brand is now available in Arnotts Department Store, Dublin, in both ladies and gents departments. John Shevlin's late father started a hat
manufacturing company in Malahide, Co. Dublin in 1960. John has followed in the tradition and has designed and made hats for
many outlets in Ireland, including A-Wear, Arnotts, Accessorise, The Hat Shop Dublin and remains the only blocked felt and
straw hat manufacturer in Ireland. John makes various felt hats in plain woolfelt, woolfelt mixes, velours and fur felts. He is also
the only Irish maker of real panama hats, using quality Panama Straw from Ecuador, for ladies and gents, not just the classic
ecru Panama but also in various styles and colours. John ranks as one of the most established and respected milliners in the Irish
fashion scene. His hats are exported all over the world. John was commissioned to design and produce the last air hostess hat
for the Aer Lingus uniform and has made hats for leading Irish couturiers Ib Jorgensen and Thomas Wolfangel. The Gate Theatre
in 2010 commissioned John to make a hat for the renowned actor Owen Roe, for Samuel Beckett's Endgame, directed by Alan
Stanford. The Abbey Theatre in June 2011 commissioned John to make 2 stove pipe hats for Brian Friel's play “Translations”.
Shevlin Millinery is a registered member of the Crafts Council of Ireland.
Shevlin Millinery, Cow's Lane Designer Studio, West Essex St., Temple Bar, Dublin 2
+353 (0)87 2455565 | www.shevlin.ie | info@shevlin.ie | john.shevlin@shevlin.ie
2

28. Cutout product shot [72dpi]
Brand
Product name
Description
Price
Key stockist
Contact details
3

29. Examples of great cutout photography

30. COMPILE
YOUR
PRESS LIST

34. COMPILE
YOUR
PRESS LIST
List relevant publications
Source the right contacts
Get to know their work
Get their correct contact details
Update your press list regularly

35. SENDYOUR
PRESS PACK

36. WHEN?

37. WHEN?
INITIAL IMPACT
Glossy : Send 6-8 weeks prior to publication date (UK glossy : 8-10 weeks)
Newsprint : Send 2-4 weeks prior to publication date
Online : Send 1-2 weeks prior to publication
FOLLOW UP

38. WHAT
CHANNELS?

39. Pro Shots
€40 to €60 per image
(includes cutout shots and sending to editors)
PR Slides
€500 per month for 50 images
(cutout photography service is also available)

40. THANK
YOU.