How to Create a Successful PR Package

Even with everything moving online, PR packages still work. A good box gets your product in front of the right people, makes them want to talk about it, and builds trust you can’t buy with ads. Let’s break down how to plan, build, and send a PR package that actually gets results.

TL;DR—Key Takeways

•  A PR package is a branded kit you send to influencers, reporters, or partners to get your product noticed.
•  Put the focus on your main product, with simple extras and a personal touch.
• Who you send it to matters as much as what’s inside.
• Track results (e.g., mentions, traffic, and sales) to see what’s paying off.

What Is a PR Package?

A PR package, also called a press kit or PR box, is a carefully assembled set of branded samples, promotional materials, or product information your company sends out to select recipients (e.g., influencers, reporters, or business partners). The goal is simple: get your product in the right hands so people talk about it, share it, and help spread the word.

There are two types of PR packages: physical and digital.

•  Physical PR packages are tangible boxes containing your product, some branded gear (e.g., mugs,  water bottles, etc), and a personal note. They give people something to hold, use, and show off.
•  Digital PR packages are online kits you can send by email or link. They usually have press releases, product photos, demo codes, or videos. They’re cheaper to send, faster to share, and better for people who mainly cover stories online.

Who Sends PR Packages and Who Receives Them?

Most of the time, PR packages come straight from brands, PR agencies, or marketing teams that want to get attention for a new product, event, or campaign.

The recipients are usually:

•  Influencers: Social media creators who can show your products to their followers through unboxing videos, reviews, or posts.
•  Journalists and media outlets: Reporters, editors, and bloggers who can feature your brand in articles, roundups, or local news coverage.
•  Partners and VIP clients: Business contacts or loyal customers you want to recognize and keep connected to your brand.

Why PR Packages Are Valuable

PR packages have become a go-to tool in today’s marketing playbook. When you do them right, they can pay off in a big way.  Here’s why:

•  Builds brand awareness: PR packages put your products in the hands of people who can amplify your reach. When influencers share authentic content with their audiences, it introduces your brand to new customers in a way that feels personal.
•  Generate organic content: Unboxing videos, Instagram stories, and honest product reviews give you extra visibility without the cost of hiring a production team. People want to see the product in action, not just a stock photo.
•  Creates social proof: A positive mention from a trusted voice carries more weight than a paid ad. That kind of social proof makes your brand more believable.
•  Strengthen relationships: Thoughtful PR packages show influencers, partners, and media contacts that you value their time. Over time, these gestures can turn one-time campaigns into long-term partnerships.

When to Use PR Packages

PR packages aren’t something you send every day. They work best when they’re tied to the right moment. Here are the key times when a PR package can make the biggest impact:

Before You Build: Strategy & Planning

Before you box up the first item, you need a plan. A little work up front keeps you from wasting money and makes sure your PR package does what it’s supposed to do. Here’s how to approach it step by step:

 Step 1: Define Your Goals

Ask yourself what you want this PR package to accomplish. Are you trying to build brand awareness, drive sales, generate influencer content, or get coverage in trade media? Whatever the aim, use KPIs (key performance indicators) you can actually measure, like: 

•  Number of influencer posts
•  Website traffic from unique promo codes
• Media mentions or press coverage
• Social engagement (shares, likes, comments)

Just make sure your goals are specific and realistic. For example, “Secure 10 influencer unboxings in the first month” is easier to track than “Get more brand awareness.”

Step 2: Know Your Audience and Receipts

Next, zero in on your audience and recipients. Is it customers, industry press, influencers, local media, or all of them? If it’s all of them, don’t send the same package to everybody. An influencer might want a camera-ready unboxing with product samples and swag, while a reporter will appreciate a press sheet, product stats, and high-quality photos they can use in a story.

That's why you should group your recipients by type and build packages that match what matters most to them. The extra effort shows you understand who they are, and it makes them more likely to share, write, or talk about your brand in a genuine way.

Step 3: Set Your Budget

PR packages aren’t free, and costs add up fast. Be sure to factor in expenses, like:

•  Products and samples
•  Packaging and design
• Inserts (brochures, fact sheets, promo codes)
• Shipping and tracking
• Follow-up efforts (like thank-you notes or extra samples)

Also, keep ROI in mind. A smaller, well-targeted list of recipients is usually more effective than blasting out packages to anyone with a mailing address.

Step 4: Plan Your Logistics

Finally, map out how you’ll get everything built and delivered. Design, assembly, and shipping always take longer than you think, so give yourself extra time. Consider these tips:

•  Figure out whether you’re shipping domestic or international, and consider special needs like fragile or temperature-sensitive products. 
•  Always track deliveries so you know when a recipient has received their package, and plan to follow up soon after.
• Have a backup plan for delays or damage, so the campaign can keep moving even if something goes wrong.

What to Include in a PR Package

So, what should be in your PR package? Generally, every PR box should include the following:

Core Items: Hero Product(s) and Supporting Extras

The centerpiece of your PR box should be your hero product (i.e., the item you want people to talk about). That’s the star of the show, so build everything else around it. 

 

Then, add a couple of extras to back it up, like keychains, stuffed animals, or a T-shirt. Keep it simple. The add-ons should make the box feel more complete, not steal the spotlight from the main item.

 

Also, try to tailor your promotional gifts to match your brand as much as possible. For instance, a cookware company might include a branded apron, while a luggage company might include a travel first aid kit or toiletry bag

Media Kit Pieces

If you’re sending to press or influencers, don’t leave them guessing. Give people the tools to talk about them. At minimum, include:

•  A press release or product announcement
•  A one-page fact sheet with features and specs
• High-resolution product images and your logo
• A short version of your brand story
• Contact information so recipients know who to reach for questions or coverage

The easier you make it for them, the more likely they are to talk about you.

Personal Touches and Branding

This is where you separate yourself from every other generic PR box. First, add a note ( handwritten or at least addressed specially to the recipient). Then, include custom inserts (cards, branded tissue paper, packaging with your color scheme) so the unboxing looks and feels like your brand, not like every other mailer people receive.

Digital Add-Ons

Even if you’re sending a physical box, add a digital piece. A QR code to a video, a promo code they can share with followers, or a link to more photos makes it easy for them to create content and easy for you to track what’s working.

Design and Packing Tips

Your PR package is the first thing people see and touch from your brand. How it’s built says a lot about you, so consider these tips below when creating your package. 

•  Unboxing experience: Use sturdy, quality materials and arrange items so the hero product stands out. Also, keep the layout simple and clean, because a cluttered box can feel overwhelming. Remember, many PR packages are opened on video, so the presentation should feel intentional and ready for the spotlight.
•  Visual branding: Make sure the package looks like it came from your brand. Stick with your colors, logo, and fonts so it feels familiar. Even little things like custom tissue paper or inserts with your logo add polish.
•  Sustainable choices: People pay attention to waste. If you can, go with recyclable boxes, compostable fillers, or packaging made from recycled materials. Using eco-friendly packaging shows you care, and that kind of effort builds trust with your customers.
•  Safety and shipping: Looks don’t matter if the package shows up busted. Use the right padding, dividers, and seals to keep everything in one piece. Match the box size to the contents. Too big and things slide around, too small and they get crushed. For fragile items, slap on a “Fragile” or “This Side Up” label so carriers handle it right.

Outreach and Relationship Building

From picking the right people to following up after delivery, here’s how to handle outreach and relationship building step by step.

Step 1: Build a Tight Target List

Look for people who actually line up with your brand. If you sell workwear, you want people who talk about job sites, tools, or gear, not makeup tutorials. With media, go after outlets that cover your industry or local market. A good fit beats a big following every time.

Step 2: Vet Who You’re Sending To

Do a quick check on their recent posts. Is the content solid and consistent, or sloppy and random? Look at who’s really engaging with them. Are they real people or bots? Pay attention to red flags, then narrow it down to the people who already create the kind of content you need, like unboxings or reviews.

Step 3: Keep the Pitch Short and Clear

Send a short, personalized pitch (aim for 150–200 words). Make the angle clear, explain what’s in the box, and why their audience will care. Also, include a link to your media assets.

Step 4: Coordinate Delivery Like a Pro

Before you ship, double-check the address and any quirks (like office hours or PO boxes). Time it so the box shows up when it’ll have the most impact, like right before a launch or seasonal push. Also, share tracking info, flag fragile items, and ask if they need it in a certain format before you send.

Step 5: Follow Up and Stay Connected

Once the package lands, check in. A quick “did it arrive okay?” works fine. If they post about it, thank them and share their content. One follow-up is plenty. Don’t badger.

Step 6: Stay Compliant

The Federal Trade Commission (FTC) requires influencers to disclose when they get free products or payment. Make it clear upfront that you expect them to use tags like #ad, #sponsored, or “gifted by [Brand].” The disclosure has to be easy to spot, not buried in fine print or hidden behind “read more.”

Measuring Success and ROI

A PR package is an investment, and like any investment, you need to know what you’re getting back. Measuring results helps you see what worked, what didn’t, and how to improve for the next campaign.

Metrics to Track

Decide which numbers matter most to your goals. Common ones include:

•  Social mentions: How often your brand is tagged or talked about online.
•  Engagement: Likes, shares, comments, and video views that show people are paying attention.
•  Media placements: Articles, blogs, or features in outlets that reach your audience.
•  Website traffic: Spikes in visits after your package is shared, usually tracked with custom links.
•  Conversions: Promo code redemptions, purchases, or leads tied directly to the campaign.

Using tools like Google Analytics for web traffic, social listening platforms (e.g., Sprout Social, Hootsuite) for mentions and sentiment, and unique promo codes or UTM links for conversions makes it easier to connect results back to your PR package.

Post-Campaign Analysis

When the campaign wraps, take time to step back and review. Ask yourself:

•  Did you hit your KPIs? 
•  How did your ROI compare to the budget you set?
• Which influencers or outlets delivered the strongest results?
• Was there content that drove outsized engagement or traffic?
• Did you build stronger relationships that you can carry forward, or were most interactions one-and-done?

You should note what worked and what didn’t work, whether that’s packaging that didn’t land, shipping delays, or contacts who weren’t a good fit. Document those lessons so your next PR package builds on the success of the last one.

Examples and Case Studies

Sometimes the best way to learn is by looking at what’s already worked.

One standout case study is UK-based Workwear Express, a workwear and PPE supplier. They worked with a digital PR agency to boost visibility in a tough, competitive market. Their campaign combined proactive outreach tied to industry events, timely newsjacking, and thought leadership pitched to trade media. The results:

•  104 quality links (347% above KPI)
•  35% increase in referring domains in under 5 months
• 597+ new first-page keyword rankings in 6 months
• Major keyword jumps, like “work clothing” moving from #6 to #1

The win came from knowing their niche, staying relevant, and focusing on industry outlets instead of broad consumer channels.

PR Package Checklist

A PR package has many moving parts. Use this list as your roadmap to help you through the entire process, from planning to post-campaign analysis.

Planning & Strategy

What to Include

Design & Packaging

Outreach & Relationship Building

Measuring Results

The Bottom Line

The goal of PR boxes is to build ongoing relationships with influencers who reach your target demographic. By building a strong bond with influencers, you increase their followers’ trust in your brand and their willingness to become lifelong customers. Take the time to treat your influencers right, and they’ll return the favor. 

Have a question? Contact us today to discuss the types of PR packages available. ‘

FAQs

What is the difference between a press kit and a PR package?

A press kit is an information bundle with facts, images, and company details, while a PR package is a physical or digital box that includes products and branded items meant to be experienced and shared.

How much should I spend on a PR package?

Budgets vary, but most PR packages cost between $50–$200 each, depending on the product, packaging, and shipping.

How do I choose influencers for my PR package?

Pick influencers whose audience matches your target customers, with strong engagement and authentic content in your niche.

How long does a PR package campaign take to show results?

Most campaigns show results within 2–6 weeks, as content gets posted, shared, and circulated online.

Are digital PR packages as effective as physical ones?

Yes, digital PR packages can be just as effective for reach and cost efficiency, but physical boxes usually create stronger engagement through unboxing experiences.

How to apply for PR packages?

Some brands offer application forms or ambassador programs on their websites. Fill these out with your audience details, engagement stats, and reasons you’d be a good fit.

How to get a PR package?

The fastest way is to connect with brands on social media, join influencer networks, or pitch directly, showing how you can provide value through content and reach.