The anticipation of a package, the thrill of the doorbell. The moment mail comes in is more than just a delivery; it’s a chance for brands to connect with their customers on a personal level. Now imagine picking it up, taking it inside and sitting down to open the box you’ve been waiting for. That moment right there, that’s the climax. PR packages, or press kits, are a marketing strategy that capitalizes on this experience. By curating a collection of products, samples, or information, these gifts offer a tangible way to share your story with media outlets, influencers, and more. When done right, these packages get people talking and boost your brand’s reputation, but if they fall flat, they can be a missed opportunity. To get the most out of this tactic we’ll be walking you through how to create PR packages that will grab attention and leave a lasting impact.

PR Package Meaning

What are PR packages? A PR package is like a VIP invitation to your brand’s world. It’s a thoughtfully curated collection of your products or samples designed to not only excite influencers but also encourage them to share their experience and your brand with their audience on social media platforms.

It lives at the top of the marketing funnel that focuses on awareness. While often overlooked in favor of direct conversion methods like Google Search Ads it’s hard to build a good strategy that doesn’t touch on both. When you focus on awareness, you’re essentially spreading the word about your brand to make sure people know you exist. With PR packages, you’re not just getting people to know your name; you’re also building trust and credibility. Consumers are more likely to choose a brand they recognize and respect, especially when it’s been recommended by someone they follow, enhancing brand recognition.

Why Sending PR Packages Benefit Your Brand

By strategically building partnerships with popular content creators, you can bring your brand to the forefront of people’s minds. But that’s not all. Let’s take a look at some of the other key benefits:

• Foster social engagement: Collaborating with influencers opens up the possibility of engaging user-generated content (UGC). Depending on your conversations this may look like stories, reels/TikToks, static/video in-feed posts and live broadcasts. It’s a great way to spice up your content while leveraging their social media reach to connect with your audience.
• Build credibility and trust: There’s something powerful when it comes to seeing genuine reviews coming from somebody you look up to. It positions your brand as a reliable company in an authentic way that doesn’t seem like a sales pitch.
• Establish yourself as an industry leader: Through effective PR, you can position yourself as a thought leader and innovator in your niche. By sharing your insights and expertise, you can become a go-to resource for industry professionals and consumers alike.
• Increase sales and revenue: By effectively promoting your brand and generating leads, you can ultimately increase sales and revenue. PR packages can help you attract new customers, retain existing customers, and drive growth for your business. Tracking your PR package campaign is also essential to assess whether objectives are being met and to evaluate the performance and effectiveness of your strategies.

How to Create PR Packages

There’s a special art to creating an effective PR package. It’s more than a box, it’s an experience from start to finish. By following these tips, you can capture attention, generate interest, and drive positive results.

• Find your target audience: The first step is to know your target audience inside and out. Understand their interests, needs, and values so when you begin your search for influencers you can narrow in on creators that have a community you want to speak to. This can be time-consuming but is an important step to ensure you attract leads more likely to take that next step.
• Focus on clear communication: To ensure clear communication, make sure to contact influencers before sending PR packages for influencers. Confirm their interest in working together and discuss your expectations for the content and messaging. This will help avoid misunderstandings and ensure that they are aligned with your brand’s goals. If possible, track your packages and share that information to avoid any confusion or delays.
• Put together a story: Every element in a PR package tells your brand’s story. Your logo, colors, and fonts should create a unified look that highlights your identity. Select high-quality products that fit with the influencer’s lifestyle, whether it’s a new release or a trusted favorite, and aim for a visually appealing and memorable package. Unique influencer packaging ideas can further enhance this experience.
• Encourage action: Who doesn’t love a promo code? Providing creators with a little treat to share with their audience allows them to gain favor but also incentivizes their audience to take action. It’s also a great means for you to measure results.
• Send a follow-up: The journey doesn’t end once the delivery has made it to their door. To create long-term relationships it’s important to make sure they feel valued. Sending a little note thanking them for their time and requesting feedback will go a long way. No matter what their impression was, it’s a great opportunity to fine-tune your approach.

Tips for Designing Your PR Package

Designing a PR package requires careful consideration of several factors, including product selection, packaging, and messaging. A well-designed PR package can help brands stand out in a crowded market and increase the likelihood of social media engagement. It’s about creating an experience that resonates with the influencer and their followers, making your brand memorable and desirable. Here’s how to design the perfect PR package:

• Product selection: Product selection is a critical component of designing a PR package. Choose products relevant to the influencer’s audience and aligned with your brand values. Consider what will genuinely excite them and their followers.
• Packaging that pops: Go beyond the ordinary! Custom packaging with branded elements such as labels, inserts, and uniquely designed boxes not only creates a lasting impression but also reinforces your brand identity. This ensures that your product stands out in influencer social media posts.
• Create a first impression: Custom labels, branded packaging tape, tissue paper and even personalized cards can elevate the unboxing experience. Use these elements to build curiosity and excitement from the moment the package is received.
• Safeguard your products: You want the contents to remain intact, despite the rough handling that often happens during transit. For example, we recommend placing your product in a box insert within the shipping box. Not only does this create a layered experience, but it also adds an extra level of protection. That being said, if it’s something that doesn’t require as much care, a nice cover bag is a good substitute.
• Be creative: Whether it’s a splash of color or a cohesive theme, creative elements like this add a twist that brings your brand to life. These can incorporate seasons, trends, and more. The opportunities are endless.
• Personalize each package: One size doesn’t fit all may sound cliche but it’s an important thing to remember when it comes to PR packages. Offer products and messaging that pair well with their lifestyle and interests. Demonstrate your understanding of their needs and show how your brand can provide value to them. If you’re able to take that extra step to truly customize the product with maybe their name, it won’t go unnoticed. For example, adding a personal touch to a PR package can be as simple as including a handwritten note or a personalized message. If an influencer is known for their love of a particular color or theme, incorporating that into the packaging can create a memorable experience and further increase the likelihood of social media engagement.
• Include a media kit: A media kit provides influencers with key details about your company and products. Make sure it’s clear and easy to access so they don’t have to dig through websites or emails for info. Include any necessary brochures or instructions related to your product or event.

Our Top 5 Best PR Packages

To get those ideas flowing we’ve put together some boxes, some from big and small companies to highlight the importance of packaging. Whether you’re aiming to introduce a new product, celebrate a milestone, or simply build relationships, there’s a PR packaging that fits the bill.

1. Inoki Bathhouse

Inoki Bathhouse is a small Canadian company that offers small-batch tea bath products for a rejuvenating bathing experience. When it comes to PR packaging this is a beautiful example of a brand that has thought of every single detail. The custom tape, sticker, branded tissue paper, and personalized message create a warm and inviting atmosphere. The carefully wrapped products, nestled in shredded cardboard, feel like a precious gift. It’s the attention to detail – the consistent colors, eco-friendly materials, and thoughtful design – that makes this one stand out.

2. Dior

Dior is a timeless symbol of elegance. With every collection, it brings a sense of luxury and artistic flair, making each piece feel like a celebration of individuality. But how is this reflected in their PR gift? In the reel referenced below, the beautifully designed rigid box, wrapped with a delicate ribbon, sets the stage. Inside, white tissue paper paired with a branded sticker, reveals a cover that holds one of their bags. It’s a perfect example of how simplicity, when executed with such care, can enhance the overall experience.

3. Touchland

Touchland is a brand that focuses on elevating personal care through hand sanitizers that offer a sensory experience. Their packaging uses a colorful, patterned box that immediately grabs attention and sets a playful tone. Each sanitizer is packaged in custom-shaped and colored pouches reflecting the flavor. The addition of a handwritten note adds a personal touch and shows that the brand values every one of its customers.

4. Pixie Cosmetics

Pixi Beauty is a cruelty-free beauty brand known for its effective and affordable skincare products. The theme of “Botanical Collagen” is clearly seen through the packaging’s color palette, imagery, and messaging. You’ll also notice the corrugated box simultaneously acts as a guide, providing information about each product and its benefits. This creates a sense of unity and helps to reinforce the brand’s commitment to bringing out everyone’s natural beauty. By aligning the box insert with this theme, Pixi further enhances the overall presentation and makes the collection more memorable.

5. Send a Cake

Send a Cake adds a touch of surprise and joy to every celebration, delivering beautifully crafted cakes straight to your door. Sweet treats are a dopamine rush and their PR boxes perfectly captures that feeling. In the TikTok linked below the unboxing starts with a red box adorned with a playful pattern and a little note. But what truly stands out is what happens next. The moment she opens the box, butterflies fill the air creating a moment of pure delight. Inside, the cake is surrounded by thoughtful packaging, including photos of the influencer, demonstrating their attention to detail and commitment to personalization. While this example goes above and beyond, they’ve created an incredibly special PR experience worth mentioning.

Wrapping Things Up

Creating an effective public relations package is an art form that can positively impact your brand’s visibility and reputation. When you send PR packages, it is crucial to engage with influencers through their preferred social media channels to enhance brand visibility and create buzz. By following these guidelines and incorporating creative elements, you can craft something that leaves a lasting impression on your target audience. Remember, the goal is to create an unforgettable experience that showcases your brand’s unique personality. If you need a little more help understanding what is a PR package before getting started, you’re in the right place! Take a look through our website to see how we can help you reach your goals.