Have you ever heard of PR packages? Just imagine a skincare brand is about to launch a new face serum. Instead of just posting about it online or running ads, they send a beautifully wrapped box to a few skincare influencers. Inside the box is the new serum, a personalized note, a few other skincare goodies, and maybe even a small candle or face towel to create a “spa at home” vibe. When the influencer opens it on camera and shares their reaction, their followers get to see the product in action and feel that excitement too. That’s a PR package at work—making people curious, sparking conversations, and getting the brand noticed in a way that feels natural.
PR packages are more than just free products—they’re a marketing strategy that blends storytelling, influencer relationships, and brand experience into one powerful tool. In this article, I’m going to explain everything you need to know about them, including what PR packages are, why brands send PR packages to boost awareness and how to create a PR package
What Are PR Packages?
PR packages are special gift boxes or digital kits that brands send out to influencers, celebrities, journalists, or even loyal customers. The main goal is to get people talking about the brand and create buzz, especially on social media. These packages usually include product samples, branded items, and sometimes personal touches like handwritten notes, all carefully put together to leave a strong impression.
When someone receives a PR package, it’s meant to feel exciting—like a sneak peek into the brand’s world. That excitement often leads to unboxing videos, reviews, and shoutouts online, which help the brand reach more people in an authentic way.
Why Brands Send PR Packages to Boost Awareness
Sending PR packages is a strategic move that goes far beyond gifting. It’s a way for brands to connect with wider audiences, build relationships, and create buzz that feels natural and authentic. Here’s why it matters—and how it really works:
#1. It Boosts Visibility and Brand Awareness
One of the biggest reasons brands send PR packages is to get seen. These packages are often sent to influencers, journalists, and content creators who already have large, engaged audiences. When someone opens a PR package on Instagram, TikTok, or YouTube, it’s not just a product reveal—it’s a moment that puts the brand in front of thousands (sometimes millions) of viewers.
That kind of exposure can introduce the brand to people who had never heard of it before. This kind of brand awareness lives at the top of the marketing funnel. It’s not necessarily about getting someone to buy right away. It’s about planting a seed—making sure that when someone does need what your brand offers, your name is the first one that comes to mind.
#2. It Builds Trust and Credibility
People are naturally skeptical of traditional advertising, but when they see someone they follow and trust talk about a product, it hits differently. A PR package in the hands of the right person can turn into an honest review, a story, or a recommendation that feels personal and real. That’s powerful. It positions your brand as credible—something a real person actually likes and uses.
Let’s say a beauty influencer shares a new skincare line they received in a PR box. If they’re impressed, they’ll say so in their own words. That personal take resonates more than a polished ad. Their followers trust them, so that trust spills over to the brand.
#3. It Encourages User-generated Content and Social Engagement
When someone gets a well-designed PR package, especially one that’s visually appealing or thoughtful, they’re likely to post about it. Whether it’s an unboxing video, a review, a quick shoutout, or even a story mention—it’s content. That content then lives on social media, exposing the brand to new eyes without the brand having to create the content themselves.
And it’s not just about getting free promotion. User-generated content (UGC) is often more engaging than polished brand posts. It adds variety to the brand’s presence online and builds a sense of community.
#4. It Strengthens Relationships With Influencers and Media
PR packages are a form of communication—and good communication builds relationships. When a brand takes time to understand an influencer’s style, tone, and audience, and then sends a package that aligns with that, it shows respect. It makes the recipient feel seen and appreciated, which can lead to long-term partnerships instead of one-time mentions. Over time, these connections can turn into valuable collaborations—like sponsored posts, brand ambassadorships, or even press coverage.
#5. It Can Increase Sales and Position the Brand as an Industry Leader
While PR packages are primarily about awareness and engagement, they can absolutely lead to increased sales. When people see products being recommended in a genuine way, especially repeatedly, it creates curiosity. They may look up the brand, read reviews, and eventually make a purchase. Over time, this builds momentum.
More than that, consistent, well-planned PR efforts can help position a brand as a serious player in its space. If people constantly see your products being featured, reviewed, and shared, it creates the impression that your brand is everywhere—which adds to your reputation. With enough visibility and trust, your brand starts being seen as a leader or trendsetter in your niche.
How to Create PR Packages
Creating a PR package isn’t just about tossing products into a box—it’s about creating an experience that connects emotionally with the recipient and feels worth sharing. Here’s how to do it right, step by step:
#1. Know Who You’re Targeting
Before you even start designing the package, you need to figure out who you’re sending it to. This means going beyond just looking for influencers with high follower counts. You want to understand their content style, personality, and the kind of audience they speak to. For example, if you’re a skincare brand, you don’t just want someone who posts about beauty—you want someone who shares honest reviews, values skincare routines, and connects with followers who actually trust their recommendations.
Knowing your target influencer also means understanding their audience. You want your package to appeal not just to the influencer but also to the people watching them open it. A good PR package should feel like it fits seamlessly into their world—like something their followers would actually be interested in or even want to buy.
#2. Personalize Your Pitch and Packaging
When you reach out to influencers, don’t use a copy-and-paste message. Take time to write a personal pitch that explains why you chose them and how your brand aligns with their vibe. Let them know what you’re hoping for—not as a demand, but as part of a collaboration. Influencers are more likely to respond to a genuine, respectful pitch that shows you’ve done your homework.
Then, when putting the package together, add personal touches. That could mean including their name on the box, choosing products that match their style or preferences, or adding a handwritten note. Even if you’re sending the same items to multiple people, slight customizations go a long way in showing you care about who they are—not just their follower count.
#3. Make the Packaging Stand Out
The first thing the influencer sees is the box. That first impression sets the tone. Custom packaging that reflects your brand—whether through your logo, colors, or just a unique design—can grab attention immediately. If custom boxes aren’t in your budget, you can still make an impact with branded product labels or thoughtful, cohesive design inside the box.
Think about the unboxing experience from their perspective. When they open the package on camera, does it feel exciting? Does it look good enough for their followers to get interested? A clean, stylish, and well-organized package gives the whole experience a professional, polished vibe. You don’t have to go overboard—just make it feel intentional.
#4. Tell a Story Through the Products
Every item in your PR package should serve a purpose and contribute to your brand’s story. Are you launching a new product? Include it front and center. Do you want to highlight your brand’s eco-conscious values? Use sustainable packaging materials. If you’re promoting a seasonal collection, lean into that theme with a cohesive design and extras that tie it all together.
For example, a fitness brand might include a new protein bar alongside a branded towel, a custom workout plan, and a motivational note. The goal is to give influencers something that not only represents your product but also delivers an experience their audience can relate to and get excited about.
#5. Include Extras that Encourage Action
You want people who see the influencer’s content to do more than just watch. Adding a unique promo code or discount link encourages the influencer’s followers to take action—like visiting your website or making a purchase. It also helps you track how much impact that particular package had.
These kinds of extras don’t just benefit the brand. Influencers also appreciate being able to offer something exclusive to their audience. It strengthens their connection to their followers and makes your brand look generous and thoughtful in the process.
#6. Get the Timing Right
Timing matters. If your product is seasonal or tied to a campaign, make sure your PR packages go out with enough lead time for influencers to post before the peak moment hits. It’s also worth checking in with their content schedule to make sure your package doesn’t get buried among other promos.
For example, if you’re promoting a new sunscreen in time for summer, don’t wait until June to send it. Send it in April or early May so influencers have time to try it, review it, and post about it when their audience is actually starting to think about summer skincare.
#7. Add Exclusive Content or Behind-the-scenes Value
Give influencers something they can’t get anywhere else. That could be early access to a new product, a sample that hasn’t launched yet, or an invite to a private event or live stream. Adding this kind of exclusive value turns your PR package into more than just a gift—it becomes an opportunity, and influencers are more likely to take notice.
When they feel like they’re part of something special, they’re more excited to share it with their audience. It also helps position your brand as one that values real partnerships—not just free exposure.
#8. Follow Up and Build a Relationship
Once the package is delivered, your job isn’t done. Check in with the influencer to thank them, ask how they liked the products, and see if they have any feedback. Whether the post goes live or not, the follow-up matters. It shows you respect their time and input, which lays the groundwork for future collaborations.
If they did share content, make sure to engage with it—like, comment, share it on your own platforms, and celebrate the moment. That kind of support helps the influencer and makes them more likely to work with you again.
What to Write In a PR Package?
Briefly introduce yourself and/or your brand (if the recipient is hearing from you for the first time) Details about the products in your PR package. An explanation of what makes the product unique and why you’re sending them. Suggestions of how the recipient might use or share them.
What to Say to Get PR Package?
You should start by introducing yourself to the brand and explaining why you are reaching out. You should also state how being on their PR list could be beneficial for not only yourself but the brand as well. They will want to know how you can help them. Make sure that you make this clear
What Is a Good PR Message?
Your PR message should be tailored to the needs, interests, and preferences of your audience. You need to know who they are, what they care about, what they already know, and what they need to know. You also need to know how they consume information, what channels they use, and what tone and style they prefer.
Conclusion
PR packages have become one of the most powerful tools for modern brand marketing. From boosting brand awareness to building trust, driving engagement, and strengthening relationships with influencers and media, they offer a personal and impactful way to connect with the right audience. Whether it’s during a product launch, a special campaign, or a milestone celebration, the timing and thought behind each package matters just as much as what’s inside.
When done right, a PR package is more than just a delivery—it’s an experience. It tells a story, creates buzz, and gets people genuinely excited about your brand. As more Nigerian brands begin to explore creative ways of standing out, PR packages offer a smart, effective way to cut through the noise and get noticed.
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- PR Packages For New Brands: What to Include + How to Make One
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- Top 10 Easy PR Lists To Get On
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