A Sneak Peek Inside My Press Kit

Lela Barker



We recently finished up a fun little project here at Lucky Break + I wanted to share it with you, too.  It’s so important that we, as entrepreneurs, put ourselves “out there.” That effort can take many incarnations: engaging on social media, appearing at retail shows + wholesale trade shows, reaching out to PR professionals + wholesale buyers, entering contests, and/or collaborating with others.  As a coach for product-based brands, I’m perpetually encouraging my clients to stretch themselves by putting their brand on the radar of others.


Well, it was time for a taste of my own medicine, I suppose.




Over the last few months, the Lucky Break creative team has been busy writing copy, designing layouts, approving print proofs, commissioning fun brand swag, researching potential collaborators + hand-assembling a press kit mailing of which I’m particularly proud. It was a tremendous group effort, but we put the final polish on them this week. After a sprinkling of good juju + they’re winding their way into mailboxes all around the world.


Our goal was to create a fun package that expresses the Lucky Break personality, establishes my credibility + suggests ways in which we can collaborate with different trade organizations, live event organizers, podcasts hosts + the like. Keep in mind: as a consultant, I’m a service provider who’s selling myself as the product, so there’s a more intense focus on me as a person than most product-based brands would warrant. Nevertheless, I’m hoping that this serves as inspiration for a mailing designed around your tangible product.




Tucked inside a 9×12″ white mailing envelope:

  • A square stationery card with a hand-inscribed, personalized message. The cards are decidedly luxe: thick paper stock, gold gilded edges, letterpress gold foil. That’s tucked into a gold-lined envelope + the recipient’s name is handwritten on the exterior. I wanted to make a striking first impression!


  • A black linen presentation folder imprinted with my logo in gold foil.


  • Tucked into that folder: my press kit, my course catalog, my business card, a doorhanger + a vellum envelope stuffed with entrepreneurial goodness.


  • Inside that vellum envelope: two handlettered, custom metallic gold tattoos + a custom-stamped pencil + a pouch of champagne-infused gummy bears. Because… why not?


  • I invite you to leaf through a digital copy of the course catalog + you’re most welcome to browse through a digital copy of the press kit, too.




Finally, the exterior of that 9×12″ envelope has a custom address label + a cheeky sticker to tempt the recipient about what’s inside.




Interested in building a press kit of your own? While it’s not absolutely necessary that creative brands have one, they are a lovely introduction to your company + your work. And they provide a deliciously succinct way for PR professionals to understand why you are, what you do + why it matters.  I designed a handy checklist to help as you build a press kit.





If you have a press kit you’re willing to share, then please drop a comment below. I’d love to see it! xo


About the Author

Lela Barker

Lela Barker hails from the deep-and-dirty south (ATL, represent!), where she spends her days helping makers and product designers navigate the pitfalls of product pricing, brand development, and wholesale strategy. She launched her apothecary brand in 2003 and bootstrapped the hell out of that little business to cultivate a portfolio of 1500+ stockists worldwide, generating $12million in revenue and establishing successful distributorships in the Middle East, EU, Scandinavia, and South Korea. Lela is the keeper of a well-worn passport and the maker of the finest lemon meringue pie you’ve ever put in your mouth.

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