Everything You Need To Know About PR Packages In 2024

PR packages help brands stay ahead in our world of vigorous, consistent marketing and competition.

Most brands are discovering new ways to stay relevant and in the minds of consumers. PR packages are still potent. Your exciting set of goods and services and the reach of carefully selected influencers, journalists, etc. You can expand your reach to unknown heights.

The sad truth is that not all PR packages achieve the intended intent. Some are marginally unsuccessful, which makes brands question if they’d do it or not. Here is everything you need to know about PR Packages in 2024.

What is a PR Package?

Call PR packages, “public relations packages”. These packages are sent in the hopes that the general public will have an idea of a new product, event, or brand.

The only issue is, they can’t send a PR package to everyone. That’s where the influencers come in.

PR packages are strategically picked sets of items that are sent to influencers, journalists, and any other significant figures to share with their followers. This exercise is done to create some type of buzz around the new product, brand, or event or to raise the appetite of consumers in expectation of what is to come.

I used the word “strategically” because PR packages or PR boxes sent out are not for charity causes. No, they are sent out to achieve a specific outcome. Due to the expectations of these brands, a lot of thought goes into the preparation of PR packages.

More thought goes into picking the right influencers to promote your brand. Picking the wrong influencer is tantamount to wasted efforts.

This is where PR lists come in.

What is a PR list?

A PR list is a carefully selected group of names that PR packages would be sent to. These names of chosen influencers are chosen with the understanding that they can achieve the brand’s long- and short-term goals through PR packages.

Influencers also get on this list as long as they align with the brand’s image, mission, and vision. So if you are an influencer who would like the chance to get PR packages for review, you have to get on a PR list first.

Before that happens, do your homework to know the kinds of brands you’d want to work for. Don’t be a pick for every Tom, Dick and Harry brand. It hurts your credibility and is bad in the long run.

Understood?

Here are some sure ways you can get on a PR list in 2024

How Do I Get on a PR List?

From my explanations, I can tell that PR packages create a sort of “co-predatory” relationship between brands and influencers.

Both want to use the other. The former wants to leverage the huge followings of the influencers and the latter needs packages to create more informational and needed content.

Whatever it is, securing your spot on a PR list can open doors to exclusive products and early releases. Here’s how to increase your chances at getting PR packages as an influencer.

#1. Build Your Online Profile

We are almost past the days of business cards and physical business introductions nowadays, everyone wants to have a glimpse at your profile to understand who you are.

Your profile is the gateway to your success or failure as an influencer. Establish a strong online presence with a professional website, active social media accounts, and a clear niche.

#2. Engage with Brands

The like, share, and comment buttons are there to help you engage with brands. When brands notice you engage with their competent more, they could get a solid look into you in hopes that you have what it takes to represent the brand.

Regularly interact with brands you love by liking, commenting, and sharing their content to increase your chances of getting PR packages.

#3. Network with PR Professionals

There are many other people in your field with the same intent that you. They also want more PR packages for reputation boosts and recognition in the influencer world.

#4. Create Quality Content

Quality Content in our world today is very important. The attention span of consumers has reduced compared to many years ago. It has become easier to overlook your contents online if they are not quality enough.

Produce high-quality content that aligns with the brands you want to work with, showcasing your ability to generate engagement.

#5. Reach Out

What happens when you have done all I’ve listed and the calls are not flowing in to give you PR packages? You should reach out.

Follow the old saying, “If the mountain would not come to Muhammad, Muhammad will go to the mountain”.

If brands overlook you after a strong online presence, engaging with their posts and creating quality content, then it’s time to reach out and give that cold pitch. You can reach out through all acceptable means, calls, emails, letters, etc.

Don’t hesitate to contact brands directly with a personalized pitch explaining why you would be a great fit for their PR list.

That’s it on the PR list. This two-fold piece features great advice for influencers as well as brands.

Since the inception of PR packages, it has come leaps and bounds ever since. PR packages are boxed up to impress from the get-go. They often reflect the values and aesthetics of the brand while offering influencers a unique experience.

What to Put in a PR Package?

Creating a PR package is like putting together a thoughtful, personalized experience for your recipient.

It should be engaging, informative, and reflective of your brand’s identity. Here are the essential components to include in a PR package.

#1. Main Product

This is the star of your PR package. It should be the main item you want to promote. It might be a new skincare line, a book, a tech gadget, or any other stuff.

Choose a product that represents your brand well and showcases its quality and uniqueness. You can also choose a product of yours that everyone is talking about. This would help drive engagements and boost your expectations on the PR boxes sent out.

#2. Supporting Items

These are additional items that complement the main product. For example, if your main product is a new tech gadget, you might include accessories like cases or chargers. If you’re promoting a skincare line, consider adding travel-sized samples of related products.

These supporting items enhance the overall experience and provide extra value.

#3. Personalized Note

The smallest gestures such as a personalized note, can make all the difference. Remember that you need a positive and honest review of your products by the influencer.

It’s just like you cooking good food for Gordon Ramsay in hopes of an honest review. You know Gordon Ramsay is one honest, critical influencer who would not mask his feelings for any reason.

So, what do you do?

Put some thought into it. Let the influencers see that these packages were not sent carelessly. This act would build trust and also make them earnest to do a good job.

Write a handwritten or custom-printed note to add a personal touch. Address the recipient by name and mention why you think they will love the product. This shows that you’ve put thought into the package and appreciate their time.

#4. Branded Materials

Brochures, flyers, or business cards give more information about your brand. These materials should be visually appealing and provide details about your brand’s story, mission, and other products or services.

#5. Interactive Elements

Add interactive elements to engage the recipient. This could be a QR code that links to a video or a website with more information, augmented reality features that bring the product to life, or a small game or puzzle related to the product.

Interactive elements make the package more engaging and can encourage the recipient to spend more time with it.

#6. Creative Packaging

Your packaging should be eye-catching and reflective of your brand’s identity. Use sustainable materials if possible, as eco-friendly packaging is increasingly important to consumers.

Creative packaging not only protects the contents but also makes the unboxing experience more enjoyable and memorable.

When you thoughtfully select these components, you can create a PR package that leaves a lasting impression and effectively promotes your brand.

The question I have been getting from several brands is, would I have to break the bank to make a PR box?

Understandably, sending out PR packages comes at a cost. Depending on your intent, these packages can come at a relative cost. But you don’t have to break the bank.

How Much Does It Cost to Make a PR Package?

The cost of creating a PR package varies based on several factors. These factors all add up to the final cost of the PR package. So, if you came here looking for a specific price, I’ve got something better. Here are the factors that would determine the estimated cost of your PR package:

#1. Product Value

What is the product you are trying to advertise? Is it generally expensive? Luxury items will naturally increase the overall expense but the more affordable products will keep costs lower.

The main product is the core of your PR package, and its value plays a significant role in determining the cost. This is the factor you can’t really control. If your product is naturally expensive and needed in society, that would cost you.

#2. Quantity

You don’t have to put your whole collection of products in a PR box before it is worthy enough. Remember that a PR package is specially curated. Send your most important products and if your PR strategy is solid enough, you don’t have to send to all the influencers on your PR list.

Carefully pick the best influencers for your products and send them a carefully selected set. The quality of your product will be preferred to quantity.

#3. Packaging Quality

The quality and design of your packaging are crucial. Premium, eco-friendly, or custom-designed packaging options can be more expensive but it will significantly improve your recipient’s experience and reflect well on your brand.

Simple, standard packaging options are more cost-effective but might not have the same impact. But, it’s still a good gesture. This is where the PR package message comes in. We’ll look at that later.

#4. Shipping

Shipping costs can vary widely depending on the size, weight, and destination of the package. Domestic shipping is generally cheaper than international shipping. Additionally, expedited shipping options will cost more than standard shipping methods.

It’s important to factor in these costs, especially if you’re sending packages to a global audience. Understanding these variables will help you budget effectively and create a PR package that offers great value while fitting within your financial constraints.

How Do I Write a PR Package Message?

A straightforward but frequently overlooked PR package message can improve the reception of your PR package. A small act such as a handwritten message or just a card can surprisingly improve the feel of your product.

It shows thought, class, and dedication. Here are some tips to craft a good PR Package message.

#1. Personalization

The most beautiful sound to a person is their name. Everyone loves it when people address them by name. It instantly improves the mood. Carnegie talks about this in his book on how to make people like you.

It works in business too. Address the recipient by name and mention something specific to them, showing that you’ve done your research.

#2. Brand Story

Three things make a good brand story. Facts, Feeling, and Fun. Chris Do talks a great deal about this. If you can implement these three key things into your brand story, the influencer will jump to help you.

Number one, present a fact that shows your product is actually needed. Two, Humanize your product, let them understand it’s here to solve specific issues about humanity and lastly, a little hour hurts no one.

#3. Call to Action

Encourage the recipient to share their experience, review the product, or engage in a specific way. Once the first two steps are solid enough, the Cal to Action is a given.

#4. Gratitude

Thank you for your time. Is that too much to ask? Here is a template you can follow when you want to write a PR Package message.

PR Package Message Template

“Dear [Name],
Everyone at [Brand] is ecstatic to share our new product with you. We believe you have the right and needed judgment to understand and give honest feedback on this product.
At [Brand] we are committed to [Fact]. Since the inception of this product, we have helped [feeling]. and we need you to pick our products apart literally and figuratively [fun or joke].
We’d love to hear your thoughts and see how you use it. Don’t forget to tag us at [social media handles]!
Thank you for your time and support.
Best regards,
[Your Name]
[Brand Name]”

Do you notice how I keep using “We”. It is not accidental. It goes to show the decision to send the package their way was consensual.

Ensure your PR messages are clear, impactful, and professional. Download our free PR Message Template now and start crafting compelling announcements that resonate with your audience.

PR Message Template

download

What is the Point of PR Packages?

The “PR” in a PR package stands for public relations. A PR package is a curated and personalized collection of your brand’s products that you send to social media influencers. You send PR packages to influencers packages to encourage the sharing of your products to a wider audience.

How Do I Ask For a PR Package?

On the flip side, you can make the first move and reach out to brands and express your interest in being on their PR list. Slide into their DM’s (make sure you reach out to the brand’s main Instagram account) or shoot them a pitch email. You can often find a general email for each brand on their website.

What is the Purpose of a PR Plan?

A public relations plan is a strategy used to manage the public’s perception of a person or organization. A public relations plan typically addresses public disasters and issues with public perception. These issues can include data and information breaches, illegal activity, and immoral behavior.

Final Thoughts

PR packages are a powerful tool in modern marketing, they offer brands a tangible way to connect with influencers and journalists. When you understand what to include, the costs involved, and how to get on PR lists, you can maximize the impact of your PR efforts.

Personalized touches and strategic networking can help you stand out, ensuring your PR packages not only reach the right hands but also leave a lasting impression. As we move through 2024, leverage these insights to keep your brand at the forefront of the conversation, driving engagement and success.