Launching a new brand is an exciting journey. But, amidst the excitement, one thing is certain: getting your brand in front of the appropriate people is essential. That is where a well-crafted public relations package comes in. When I assisted a dear friend in launching her skincare brand, we quickly realized that even the best product can go undetected without the proper public relations plan. A public relations package can be your brand’s hidden weapon for gaining media attention, developing relationships with journalists, and establishing itself as an industry leader. In this article, I’ll go over the key components of PR packages and how to put one together that stands out for your brand.
Key Takeaways
- A well-designed PR package can significantly enhance brand visibility, helping products gain media coverage and establishing relationships with journalists and influencers. This makes it a crucial tool for new brands to stand out in competitive markets.
- Including personalized notes and tailored messages in PR packages helps create meaningful connections with media contacts and influencers. These thoughtful gestures can leave a lasting impression, fostering a more genuine relationship between brands and their recipients.
- Before creating a PR package, brands need to clearly define their goals, whether it’s raising brand awareness, driving website traffic, or building credibility. Understanding these objectives helps tailor the PR package to better achieve desired outcomes.
- Sending PR packages to influencers can result in a substantial increase in reach and engagement, with some brands seeing up to 15x more exposure. These packages aim to encourage genuine product reviews and social media buzz without contractual obligations.
What is a PR package?
Probably just boxes, right? No, not exactly.
Public relations boxes, also known as PR packages for influencers, are carefully chosen gifts that include a variety of your items. These free products are then distributed to influencers to promote your business and emphasize your distinct selling points.
A public relations package is similar to a brand’s storybook—it comprises all of the essential information that media outlets, influencers, and industry professionals require to comprehend your brand’s story and services. Consider it your brand’s first impression, meant to make things easy for journalists and media contacts who want to tell your story.
I remember working as a consultant for a local food startup. They had incredible items, but every time they sought out to journalists, they were met with radio silence. Things changed quickly once we put together a structured PR package for them that included their brand story, a press release, and high-quality pictures. They began to be featured in local magazines, and their credibility surged. That incident demonstrated the potential of a well-crafted public relations package.
Brands pay influencers for public relations packages to persuade them to promote their products to their audience. This is because collaboration with influencers leads to a 15x increase in reach and a 4.9x increase in engagement. The content author is under no obligation to post or use the product if he or she does not want to. This is because there is no contract with the influencer or celebrity for them to provide content in return. The goal of sending a PR package is for an influential person to give a genuine review of the product, in turn driving brand awareness and sales. 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.
What To Put In PR Packages?
When creating a PR package, it’s critical to think beyond the obvious. There are a few components that can take your package to the next level, but feel free to think outside the box and add an extra personal touch in addition to the items listed below, which are generally regarded as fundamental.
#1. Brand Story/Overview
Every successful brand has a story. It is what ties your audience to your goals and ideals. Include a brand overview in your PR package that describes your path, what motivated you to start, and what distinguishes you. When I assisted a local bakery with public relations, we highlighted the founder’s love of French patisse, which she learned from her grandmother. This personal touch struck a chord with journalists, resulting in a feature in a popular local newspaper.
#2. Press Release Templates
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Your press release serves as the foundation for your public relations strategy. It’s the official announcement of your brand’s major news, whether it’s a product launch, an event, or a new collaboration. A successful press release should have a catchy headline, an interesting lead, and vital details presented simply. When a client introduced a fitness app, we included a well-written press release in their PR package that explained how the software solved a common fitness problem. What was the result? Several tech blogs picked it up.
#3: Personalized Note
Including a handwritten message in your PR package can make a huge difference. It demonstrates that you took the time to engage with the receiver on a personal level. Whether it’s a handwritten message or a well-crafted email, a personalized note can help establish a genuine connection and leave a lasting impression.
Consider mentioning something specific about the recipient’s work or interests to show that you have done your research. This small gesture can go a long way in building a meaningful relationship with the media professionals who receive your package.
#4. Exclusive Content
In today’s digital age, everyone is looking for exclusive content. Including exclusive content in your PR package can make it even more enticing for journalists and influencers, regardless of whether they are sending and packing merchandise on their own or utilizing influencer fulfillment services. This could be in the form of:
- an exclusive interview with a key executive
- behind-the-scenes footage
- or a sneak peek of an upcoming product launch
By producing exclusive content, you not only provide media professionals something unique to share with their audiences, but you also establish a sense of exclusivity around your company. This can generate buzz and excitement, increasing the likelihood of media coverage and building expectations among your target audience.
#5 Contact Details for PR Inquiries
This may seem apparent, but clear contact information can make all the difference. Include a direct email address and phone number for PR inquiries so that media professionals know who to contact for additional information. One of my clients missed out on a feature in a well-known magazine because their contact information was difficult to find. A minor error that we promptly addressed in their next PR package!
#6. Social Media Assets
Today’s PR isn’t just about traditional media; social media is a huge part of the equation. Including branded social media graphics in your PR package makes it easier for influencers and journalists to share your content. When I assisted a startup with their PR strategy, we included Instagram story templates in their package, making it easy for influencers to share their posts during a product launch campaign. It led to a flood of social media buzz and new followers.
PR Package Examples
Lets take a look at few examples
#1 Glossier
This beauty brand positions itself as a fun and minimal skincare option. Its design is simple and its communication matches that simplicity. So their packages couldn’t be any different. Minimalistic, elegant, and simple.
#2. Prowly
At Prowly, they sent out brand ambassadors and PR pros who take part in their events PR boxes to thank them for their support.
All the branding was outside the box but what was inside was strictly practical. We added things they could use daily. Moreover, we made sure the quality of each piece was top-notch. We’re talking green, soy candles instead of artificial wax, an easy to recycle box, a good quality natural fabric tote bag.
#3. Coffee/tea food shop PR package ideas
PR packages from coffee shops and the like don’t have to (but can) be very complex. Overall, they should focus on the right message. So do not send your whole range of products. Give a hint of what they can expect and use products they could buy at your place.
#4. 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.
#5. Pixie Cosmetics
Pixi Beauty is a cruelty-free beauty business that offers effective and inexpensive skincare products. The color scheme, images, and messaging on the box all reflect the “Botanical Collagen” theme. You’ll also notice that the corrugated box serves as a guide, presenting details about each product and its benefits. This fosters a sense of community and reinforces the brand’s dedication to enhancing everyone’s natural beauty. Pixi improves the overall presentation and rememberability of the collection by aligning the box insert with this theme.
Key Considerations Before Making a Public Relations Package
Before creating a custom influencer PR package, you need to lay the groundwork for an effective PR package.
#1. Define Your Goals
Knowing what you want to achieve with your PR boxes is generally the first step in creating impactful influencer marketing campaigns. Do you want to build brand loyalty, generate excitement for an imminent product launch, broaden your company’s reach, or boost interaction across many social media platforms?
Sending out PR boxes to influencers is a great approach for small businesses to begin boosting brand awareness and product visibility. They promote your brand on social media by writing reviews, posting images, or uploading 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 selecting influencers to send a PR package to, examine their relevance to your goals, whether their beliefs connect with your business, the size of their following, whether you share an audience, and their typical engagement rate. Once you’ve identified the ideal individuals, contact them properly via email or direct message on any of their chosen social media sites.
You’ll then need to onboard your influencers to ensure they understand what you’re hoping to achieve with your PR package and what you want from them. If you’re not sure what to include in 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.
How Do I Create PR Packages?
The excitement of receiving a parcel, the sound of the doorbell. The moment mail arrives is more than just a delivery; it is an opportunity for brands to connect with their customers on a personal level. Imagine picking it up, taking it inside, and sitting down to open the box you’ve been waiting for. That moment is the climax. PR packages, also known as press kits, are a marketing technique that leverages this experience. These gifts, which are curated collections of items, samples, or information, provide a concrete means to tell your story with media outlets, influencers, and others.
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,, I’ll be walking you through how to create PR packages that will grab attention and leave a lasting impact.
#1. Define Your PR Goals
Before you begin creating your public relations package, analyze what you hope to achieve. Are you looking to increase brand awareness, get more website traffic, or develop credibility? Understanding your goals will allow you to design your public relations bundle. When I worked with a tech startup, their main goal was to become an AI thought leader, so we built their public relations strategy on thought-provoking insights and case studies.
#2. Identify Your Target Audience
The first stage is to become intimately familiar with your target audience. Understand their interests, needs, and values so that when you start looking for influencers, you can focus on creators who have a community to reach out to. This can be time-consuming but is an important step to ensure you attract leads more likely to take that next step.
#3. Start With The Right Products
The appropriate products can entice and inspire influencers to talk about your company, thereby increasing brand awareness. This requires being strategic about what you include in your PR packages. You can send one product to influencers for review, or you can include numerous other products in your PR package.
Think how the influencer and their followers will benefit from the items included in the package. It is also beneficial to consider the influencer’s preferences while creating your PR packages.
Also, consider the value exchange and shipping methods. Sending a large box full of things worth hundreds of dollars may not be the greatest idea. considering that there are no guaranteed returns. Plus, your products may get damaged along the way.
#4. Use The Right Packaging
Your public relations products should look attractive. They should be ready for the spotlight as soon as influencers receive them, resulting in a spectacular unboxing experience for the recipient. When it comes to public relations packages, a box is more than just that. It also reflects your brand. To successfully promote your items and brand, you must employ the appropriate packaging. Effective public relations packages make use of branding, themes, and little elements such as color matching or size accuracy.
#5. Inform The Recipient First
Influencers despise corporations that send PR packages without previously contacting them. Influencers dislike getting unsolicited goods due to the logistics involved. Sometimes they go out of town and there’s nobody available to pick up deliveries. And even if they are there to receive packages, not all of them have enough room to store them. So it’s better to check with them first before shipping your boxes.
#6. Timing
Deciding when to send out PR packages is an important aspect of every marketing strategy. If you want the recipient to do an unpacking reveal on YouTube or Instagram, take in mind your product’s launch date. You can include significant dates in your press release and information sheet so that the receiver can organize their content schedule accordingly.
Always leave enough of travel time so that the influencers you choose can plan how they will present your item to their target audience. Unboxing films are quite popular, but they take some time to film and edit, so don’t anticipate rapid attention. It is also strong.
It is recommended that you track all of your packages so you can let the influencer know approximately when it will arrive and can verify once the package has been received.
#7. Ensuring Cohesive Branding
Your public relations package should reflect your brand’s identity and values. Ensure that all materials, including product samples, press releases, and corporate information, adhere to your brand’s visual and linguistic communication style. Cohesive marketing strategy and branding not only make a professional and lasting impression but also reinforce your brand’s identity in the thoughts of your customers.
Consistency is essential in branding. Every component of your products, from color scheme and font to tone of voice, should reflect the personality of your business. This united strategy not only increases brand recognition but also instills trust and integrity in the receivers’ eyes.
#8. Customize
There are numerous reasons why you should personalize PR packages for influencers. To begin, various influencers respond to different types of public relations packages. Some prefer presents, some prefer exclusive invitations, while yet others want access to unique events or things.
Second, bespoke public relations packages allow you to better target your audience. Sending a package designed specifically for an individual influencer increases the likelihood that they will review your product or service. For example, if it fits your theme, you may engrave or embroider their name or social handle on the box or products to provide a personal touch.
Finally, customized PR packages make a good impression on influencers. When you take the time to personalize a package for them, it shows that you value their opinion and that you respect their time.
#9. Create a Memorable Unboxing Experience
If your PR package is unique and appealing to influencers, they are more likely to share it with their following. Branded bespoke packaging can help you create one-of-a-kind PR packages.
When creating unique PR packages, you don’t have to go overboard with the design and overload it with colors, graphics, and text. You can still have an impact on influencers if your PR package is unique and visually appealing from the start. An excellent PR package is one that influencers enjoy even before they learn what’s inside. If influencers appreciate the PR gift before they open it, they are more likely to post an unboxing video on social media.
#10. Leave A Thank You Note
In addition to designing your PR packages for each influencer, you should show them your appreciation by putting a personalized “thank you” note in every package.
Sending handwritten notes rather than generic, computer-printed notes demonstrates your sincerity to influencers. It’s the right thing to do when influencers choose to expose your brand to their audience. It can even pave the way for future cooperation.
Remember to follow up with the receivers of your PR package. A simple email or phone call to see if they received your package and if they have any concerns or require additional information will help establish rapport and boost the likelihood of media coverage. Following up shows your dedication and commitment to your story, and it allows you to address any concerns or provide additional information that may further pique their interest.
How To Get a Pr Package As An Influencer
Here are some various strategies that are detailed, which will improve your chances of getting noticed by brands and getting PR packages.
#1. Building Relationships With Brands
Befriending the brands involved is one of the most successful techniques to obtain PR packages. Begin by identifying those who match your niche or audience. Follow them on social media. You can also demonstrate genuine interest in this product by writing reviews or incorporating them into the information you produce.
#2. Consider Reaching Out To Brands
When approaching these companies, personalize your pitch to demonstrate why their products will appeal to your target demographic. Highlight specific campaigns or content pieces in which you showcased their products, including the positive feedback from followers. Consistent involvement like this can help you get on the PR lists of such brands.
#3. Join Influencer Programs
Many corporations and public relations firms oversee influencer programs and ambassadorships that are intended to be long-term partnerships. Joining such programs as an influencer provides you with regular access to brand collaborations and PR packages that are otherwise unavailable to ordinary consumers. Before applying, research brands that offer influencer programs and adhere to their application rules. Finally, attend events hosted by these firms, both online and offline, to network with representatives, display what you do best, and, if necessary, provide data.
By communicating with businesses directly, participating in influencer programs, and networking with public relations agencies, influencers can increase their visibility and chances of landing sought-after PR packages. Brands wishing to collaborate should look at how consistently you engage your audience and the quality of your material.
#4. The Point At Hand
Although the production of a successful PR package is dependent on a combination of creativity, strategy, and attention to detail, additional things must be considered when developing one’s own. By recognizing your audience, personalizing your approach, and prioritizing quality and presentation, you can create PR packages that get noticed as well as generate long-term partnerships that lead to significant benefits. Are you ready to take your
brand’s PR game to the next level? As you put together your new PR package, pay attention to these tips and witness your brand’s buzz reach for the sky.
The Benefits of Sending PR Packages For New Brands
There are other benefits to using PR packages aside from the ones just mentioned. Here are just a couple.
#1. You Establish a Relationship With the Community
Brands must go out to the community and establish rapport with them. Make them feel like they are a part of what you are attempting to build as a business. If the community sees you trying to collaborate with the people they follow, they will be more open to what you have to give.
#2. You Generate Product Reviews
Businesses need reviews to demonstrate to potential customers how outstanding their products are. PR packages can help with this. You can cite influencer and journalist reviews and post them on your website.
#3. You Get People to Talk About Your Brand
For new brands, getting through the noise can be difficult. A well-curated PR package serves as your brand’s megaphone, allowing you to cut through the congestion. My friend’s skincare brand was just getting started, and her wonderfully designed PR package helped her get featured on popular beauty blogs. Those early remarks generated hundreds of new followers and customers.
People will tell their friends and relatives about your products if they appreciate what they see. That’s why you need to make a good impression. Use only the best packaging products for your PR campaign.
#4. Facilitating Media Outreach
Journalists enjoy it when you make their work easier. Imagine a writer going through dozens of emails; yours sticks out because it includes a short press release, gorgeous photos, and a full brand summary, all nicely packed. It’s like giving them a ready-made story. That’s what happened with a fashion business I worked with: their coordinated PR package made them a go-to for local fashion editors, resulting in numerous press mentions.
#5 Supporting Product Launches and Events
Are you planning a product launch or event? A publicity package is your best buddy. It guarantees that media professionals have all of the information they require to write about your business and attend launch events. When I organized the launch of a tech business, we sent out a comprehensive PR package a week before the event, and guess what? Journalists showed up ready to write because they already had all the background info they needed.
Wrapping Things Up
Putting together a PR package may appear to be a lot of work, but it is well worth the effort. This is because a well-crafted public relations package can help you gain media coverage, increase brand recognition, and establish yourself as an industry leader. If my experiences have taught me anything, it’s that taking the time to build a thoughtful, individualized PR package can mean the world to new brands. Follow these rules and incorporate creative aspects to create something that will leave a lasting impression on your target audience. Remember, the goal is to provide an unforgettable experience that highlights your brand’s distinct individuality. It’s now your turn. Begin developing your public relations strategy immediately, and watch your brand’s story soar!
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