PR 101: Understanding Press Packs and Lookbooks

In the ever-evolving landscape of PR, there are two core tools that play pivotal roles: the press pack and the lookbook. They may appear similar at first glance, but each possesses its own unique set of features and strengths. So, why are press packs and lookbooks invaluable assets in your PR toolkit, and what sets them apart? 

Understanding the Press Pack 

What is a Press Pack? 

Think of a press pack as your brand’s comprehensive information hub. It’s the go-to resource for journalists and stakeholders who want to know everything about your company or brand. If a journalist is writing a story about your business, they’ll likely turn to your press pack for the nitty-gritty details. 

What’s Inside a Press Pack? 

A typical press pack includes a variety of components: 

  • Press Releases: These provide concise, newsworthy information about your brand, from product launches to major announcements. 
  • Fact Sheets: Quick-reference documents that summarize key facts and figures about your company. 
  • Bios: Background information about key team members or executives. 
  • High-Resolution Images: Visuals that make your story pop in print or online. 
  • Contact Information: How can journalists get in touch with you for interviews or additional information? 

Why is it Valuable for PR? 

A well-crafted press pack helps you control the narrative. It ensures that journalists have all the resources they need to write accurate stories about your brand. It’s your chance to shape the way your story is told, and it’s indispensable for announcing new products, company updates, or significant events. 

Next up: Lookbooks

What is a Lookbook? 

Now, let’s switch gears and talk about lookbooks. Unlike press packs, which are all about facts and figures, lookbooks are a visual feast. They’re designed to showcase your brand’s style, aesthetic, and personality. When done right, they can make your audience fall in love with your brand before they even read a word. 

What’s Inside a Lookbook? 

Here’s what you’ll typically find in a lookbook: 

  • High-Quality Images: These are the stars of the show, showcasing your products or services in the best light possible. 
  • Product Descriptions: Engaging descriptions that give context and personality to your offerings. 
  • Styling Tips: Practical advice on how to use your products or services, adding value for your audience. 

Why is it Valuable for PR? 

Lookbooks are the perfect way to draw eager eyes to your brand. They’re especially useful when you’re launching new collections or seasonal products. They engage influencers, attract media attention, and create buzz around your brand. Through stunning visuals and creative storytelling, lookbooks help establish a strong emotional connection with your audience. 

How can these resources help your PR strategy

Enhanced Communication 

Both press packs and lookbooks are designed to facilitate clear and concise communication. They make it easy for journalists, influencers, and stakeholders to understand your brand’s story and offerings. The press pack dives deep into the facts, while the lookbook dazzles with visuals, ensuring your message is heard loud and clear. 


One of the great things about press packs and lookbooks is their adaptability. You can use them for various PR objectives, from product launches to crisis management. Plus, you can share them digitally, in print, or through online platforms, maximising their reach and impact. 

Building Brand Identity 

Lookbooks, in particular, are fantastic for creating and reinforcing your brand’s identity through visual storytelling. They help your audience understand what your brand is all about, beyond just products or services. On the other hand, press packs establish credibility and consistency in your messaging, showing that you mean business. 

What is Press Loft? 

Press Loft is a PR platform specialising in the home, gift and lifestyle sectors that helps thousands of brands to get their products into the press. Their PR tools allow companies to easily secure press coverage and quality backlinks for SEO by connecting with their network of 25,000+ journalists, bloggers and influencers. 

Did you know that we offer a FREE trial of our PR tools (including influencer outreach) for new brands? Click here to start your free trial and join over 1,000 brands already using Press Loft for their business.