How to Create PR Packages (And Make Them Successful)


Content creators and influencers are transforming how consumers perceive, discover, and learn more about a brand. They also play a major role in how today’s shoppers make purchasing decisions, with 13% of consumers looking to influencers to inform their purchases. 

Similarly, 69% of consumers are more likely to trust the opinion of influencers and loved ones over brand messaging. Furthermore, influencers direct 28% of buyers to discovering new brands and products.

So, what are we getting at?

Influencer marketing campaigns are powerful methods for brands to gain online exposure, boost brand awareness, reach a wider audience, boost brand visibility, drive sales, spark conversations, and stand out. One way for brands to build relationships with influencers and gain organic exposure is by sending out PR packages.

What’s a PR Package?

So, what are PR packages? They’re probably just boxes, right?

Well, not exactly.

Public relations boxes, or PR packages for influencers, are carefully curated packages that contain a selection of your products. These free products are then sent to influencers to showcase your brand and highlight your unique selling points.

Brands send PR packages to influencers to encourage them to share their products with their audience. By collaborating with influencers, brands see a 15x increase in reach and a 4.9x increase in engagement.

A well-made PR package can pique an influencer’s interest enough to showcase your products to their audience via unboxing videos, product reviews, and social media posts.

Compared to traditional advertising methods, social media is a more powerful tool for driving sales. In the US, 76% of consumers purchase a product after seeing it featured in an influencer’s social media post. Recognizable or creative packaging easily seen in influencer content also helps boost sales, which can be done through custom packaging.

How a PR Package Benefits Influencers

Sending a PR package is a win-win situation for both brands and influencers.

Aside from gaining access to a brand’s latest products, influencers can use PR packages to create and share social media content with their target audience. When you send PR packages to influencers, you allow them to have firsthand experience with your products. Influencers can take this as an opportunity to share this experience with their audience for content.

Key Considerations Before Making a Public Relations Package

Key Considerations Before Making a Public Relations Package goals influencers budget tracking

Before creating a custom influencer PR package, you need to lay the groundwork for an effective PR package.

1. Define Your Goals

Impactful influencer marketing efforts often begin with knowing what you want to achieve with your PR boxes. Do you want to cultivate brand loyalty, drum up excitement for an upcoming product launch, grow your brand’s reach, or increase engagement on various social media platforms?

For small businesses, sending out PR boxes to influencers can be an effective way to start building brand awareness and product visibility. They’re sharing your brand with their audience on social media through reviews, photos, or videos.

2. Find Influencers Who Align with Your Brand

Finding suitable influencers to send a PR package to is crucial for several reasons:

  • Influencers control what gets relayed to your target market through their social media content.
  • They can help you achieve specific goals. For example, if they happen to have a larger following, this may help increase brand awareness. If they have a smaller but very loyal following, they can potentially boost your engagement. Micro-influencers, for instance, can drum up 60% more engagement compared to their bigger counterparts.

When choosing influencers to send a PR package to, consider their relevance in relation to your objectives, whether their values align with your brand, the size of their following, if you share the same audience, and their average engagement rate. Once you’ve found the right candidates, get in touch with them properly via email or direct message on any of their preferred social media channels.

You’ll then need to onboard your influencers to make sure that they understand what you’re trying to achieve with your PR package and what you want from them. If you don’t know what to put inside a PR package, consider asking the influencer for their preferences.

3. Set Your Budget

How much can you spend on PR packages? You need to take into account factors such as the number of influencers you’ll be working with, the value of your products, and shipping costs. You also need to consider how to get a PR box, as well as the cost of the packaging.

4. Track Your Campaign

Monitoring your PR package campaign is crucial because it lets you know whether or not you were able to fulfill your objectives. Here, data is your friend. You need to measure the success of your PR package strategy using metrics like brand mentions, sales, brand engagement, and impressions, which provide valuable insights into your PR packages’ performance.

Weighing the Pros and Cons of a PR Box 

Now that we’ve covered the basics of what a PR package is, including the PR package meaning and key considerations, let’s take a closer look at the pros and cons of a PR package.



You can personalize your PR package in a number of ways, from including a handwritten note to adding a personal touch to adding the influencer’s name on the box. You can even include helpful resources like media kits or a press release to help influencers learn more about your brand.

A PR package can potentially be costly. Aside from the box itself, you need to consider additional packing materials like packaging paper.

Plenty of packaging options. Custom boxes come in various shapes, sizes, and styles, from telescopic boxes to those with a magnetic hinged closure.

If you’re not using eco-friendly packaging for your PR package, this can potentially have a significant environmental cost.

A custom PR package provides you with several branding opportunities.

It’s crucial to get your packaging right. Excessive packaging, such as crinkle paper, using large boxes for smaller items, or “extra” designs that might make it difficult for influencers to open the box, can potentially drive influencers away.

How to Make a Custom PR Package

Creating an impactful PR package is an art form. You need to utilize an effective design, select the right products, be strategic with how you stage the items, and consider how the influencer will unbox your PR package. With that in mind, here are some tips and examples of how you can create the best PR packages that leave a lasting impression, cultivate positive relationships, and generate excitement.

1. Start with the right products

The right products can excite and encourage influencers to talk about your brand and potentially increase brand visibility. This means being strategic in what you’ll include in your PR packages. You have the option to send one product for influencers to review, or you can choose to bundle several other products in your PR package

When choosing what to include in the box, consider how it’s going to be of value to the influencer and their followers. It also helps to think about the influencer’s preferences when making your PR packages.

Additionally, think about the value exchange and how it’s going to be shipped. Sending a huge box filled with goods worth hundreds of dollars may not be the best option, considering that there are no guaranteed returns. Plus, your products may get damaged along the way.

2. Use the right packaging

use the right packaging for pr

Your PR packages should look good. They should be ready for the limelight as soon as influencers receive them and create an unforgettable unboxing experience for the recipient. When it comes to PR packages, a box isn’t just a box. It’s also a reflection of your brand. It’s crucial that you use the right packaging to ensure that your products and your brand are presented properly. Effective PR packages leverage branding, themes, and little details like getting the colors or sizes right.

Custom packaging gives you the opportunity to engage influencers and leave a positive impression. Aside from packaging, you also need to think about how you’re going to arrange your products. If you’re packing several items, consider using custom tablet boxes that are designed to hold each item in place.

3. Customize your PR package

Each PR package should be customized for the recipient. You can print their name on the packaging and include products that are best suited for them. Something as simple as including personalized messages can also go a long way when it comes to making connections with influencers.

For instance, personalized handwritten notes can express your appreciation and gratitude for the influencer or double as a guide on how to use your products. When making a personalized note, make sure that you use the influencer’s name.

4. Include a media kit

A media kit or a press kit includes helpful information about your brand. They can also serve as product talking points, which make it easier for influencers to learn more about your products and share relevant information with their audience.

What Is PR Packaging for Influencer Marketing Campaigns?

When it comes to PR packages, custom packaging can make a world of difference. Whether you’re sending out custom sample boxes for a special event or you want to make your brand stand out with luxury rigid boxes for PR boxes, you can make a lot of impact with the right PR packaging.

How to Create an Effective PR Package: Best Practices for Creating PR Packages

Aside from the tips mentioned above, here are some best practices for crafting custom PR packages that are worth looking into:

  • Don’t just send out PR packages to influencers. Consider reaching out to media outlets, clients, and potential partners who specialize in your niche. Diversifying your list of recipients helps you gain brand exposure and brand recognition, especially if you get a product feature from a media outlet or are talked about by your clients on social media. 
  • Get feedback from the recipients. In addition to valuable insights on what you can improve, you can also get data like impressions and views. These will help you gauge the impact and effectiveness of your PR package. Send a follow-up message after two to three weeks to give influencers enough time to try out and talk about your products. 
  • Get the timing right. While you can send a PR package at any time, it’s best to be strategic with your timing. For example, sending a PR package to coincide with a product launch or other major event can help you gain extra publicity.

How to Get PR Packages if You’re an Influencer

How to Get PR Packages if You’re an Influencer

Getting influencer PR packages requires influencers to build positive relationships with brands and get on their PR list. Aside from actively engaging with the brands you’re interested in on social media, you need to have a strong online presence and show your loyalty to the brand. You’ll also need to create high-quality, engaging, and relevant content that resonates with your audience and aligns with the objectives or interests of your favorite brands.

Consider reaching out to brands with a personalized pitch through email or social media. Let them know that you’re using their product and tag them in your posts so they have the chance to get to know you. Alternatively, you can get in touch with PR agencies, join influencer programs, or attend brand or industry events.

Craft Memorable Custom PR Packaging for Every Need

Craft Memorable Custom PR Packaging for Every Need

At Refine Packaging, we help bring your unique influencer packaging ideas to life, whether you’re a small business or a large enterprise. We only use high-quality materials, paired with our expertise in custom boxes and packaging design, to create PR packages that have great visual appeal, clearly convey your brand’s message, and boost brand recognition.

Explore our wide range of custom presentation and promotional packaging boxes today. Contact us for help creating your next PR package. With super fast production times, affordable pricing, and a sky’s the limit attitude, we’ll help you turn your custom packaging into a competitive differentiator without breaking a sweat. 

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