What Are PR Packages and Why They Matter in Marketing? 

 You’ve probably seen them all over social media: an influencer excitedly unboxing a beautifully designed package sent from a brand. The packaging is immaculate, often with custom details, and the unboxing is always an enthusiastic reveal. What’s in the box? Free product, of course. 

These boxes, called PR packages, are more than just gifts—they are a key part of a brand’s marketing strategy. They are carefully curated to build excitement, create hype, and connect with an influencer’s audience in an authentic way. But what are PR packages and why do they matter in marketing? 

What are PR Packages? 

To understand PR packages, let’s first break down what PR means. “PR” stands for “public relations.” Public relations involves managing and improving a brand’s image and reputation through strategic communication and relationship building. By working with media outlets, influencers, and consumers, brands want to create a positive feeling when people think of the brand. 

What are PR packages exactly? PR packages are carefully curated gifts sent to influencers, celebrities, media outlets, and sometimes even loyal customers, to drive brand awareness. PR packages typically include the brand’s product whether it’s a new product, bestseller, or even special gifts that may not be from the brand itself. 

Those products are then meticulously packaged so when the recipient opens it, the experience is memorable. PR packages are designed to show appreciation to the recipient. It also encourages them to share their unboxing experience on social media, which amplifies a brand’s reach.  

Why do brands use PR packages? 

For brands, PR packages have become an important marketing tool to drive brand awareness, boost online engagement, and ultimately increase sales. These metrics build credibility, trust, and hype between a brand and their consumers. PR packages are a creative marketing approach that thrives on social media and has become an integral part of marketing strategies today.   

When you ask “What are PR packages doing for brands?” The answer lies in a brand’s ability to create authentic connections and memorable impressions on and offline. Through gifting experiences, PR packages create a relationship between the brand and the recipient. The relationship between brands and influencers must continually evolve in order for the partnership to remain authentic and effective.  

How do influencers receive PR packages?

How do influencers or other creators get a PR package? Brands usually send PR packages to influencers through a “PR list,” a curated list of content creators based on target audience alignment and engagement metrics. 

Choosing the right influencers is crucial. Brands should consider metrics such as: 

• Engagement Rate: How active and engaged are their followers?  
• Audience Alignment: Do they interact with the brand’s target audience? 
• Content Style: Does their aesthetic and tone fit the brand’s image? 

A PR list is an important tool for brands to strengthen relationships with influencers and maximize their marketing efforts. Marketing teams should regularly update their PR list based on current trends and emerging influencers. When a brand decides to send out a PR package, they will turn to their PR list. 

The Power of Influencers and Social Media in PR Packages

When discussing what are PR packages, it’s impossible to ignore the role of influencers. Brands often send PR packages to influencers and content creators because it allows the brand to tap into that influencers online audience. Influencers and content creators have taken the time to build online communities that are very valuable to brands because those creators have built trust with their followers.  

Sending PR packages to influencers encourages them to create organic social media content, which feels more authentic and relatable to their followers. Instead of paying an influencer to post about a brand’s new product, PR packages can be more impactful than traditional advertising because it’s shared in a way that resonates with the audience.

Audiences can easily tell when a brand partnership is inauthentic, which proves the power of influencers and social media. 

What’s Inside a PR Package?

PR packages vary in size and content, but they typically include: 

• A brand’s product: A new launch, bestseller, or exclusive product 
• Personalized elements: A handwritten note or customized item 
• Creative packaging: Unique branding elements that make the unboxing experience memorable 
• Supplementary items: Occasionally brand’s will include additional items that align with the PR package’s theme 

Examples of PR Packages 

One of the most viral PR packages from 2024 was from the beauty brand Gisou. They sent out a mini fridge filled with a variety of Gisou products, which quickly went viral on Tik Tok for its unique and memorable experience.

This creative approach not only promoted one product, but many, and showcased them in a special way. What started as an influencer gifting campaign eventually turned into a giveaway for Gisou’s followers. 

Rare Beauty recently sent out a clever PR package to tease their new liquid contour. The package contained their iconic liquid blush and liquid highlighter, with an empty bottle placed in between them.

This intriguing gift, that lacked the new product, sparked conversations and speculation among influencers and consumers alike. Rare Beauty followed up on the teaser by gifting the actual liquid contour, generating even more excitement for the new product.  

Diet Coke took a unique approach to PR by sending a single, but extravagant package to creator, Kristen Hollingshaus, who is known for her love of Diet Coke. The massive package included a mini fridge filled with Diet Coke, a red Goyard bag, and a Béis bag, among other items, making it a standout PR package.

This one-off strategy is used to show extra appreciation to creators that authentically post and love a brand. 

For the launch of Louis Vuitton’s new Neverfull bags, the brand sent various styles of the reimagined bag to influencers.

Each package included a personalized note to the influencer, adding a special touch to the unboxing experience. By gifting various Neverfull’s to multiple influencers, Louis Vuitton showcased the bag’s versatility while also highlighting the influencer’s personal style, resulting in diverse content. 

Last Valentine’s Day, Skims sent out PR packages to 100 of their top customers and supporters. The packages included items from their Valentine’s Collection to celebrate the new launch.

This gifting experience strengthened customer loyalty while also creating social media buzz. Skims demonstrated how PR packages aren’t just reserved for influencers, but can extend to consumers as well.  

How Brands Can Get Started 

For brands looking to implement PR packages in their influencer marketing strategy, follow these steps: 

1. Create a PR list: Identify influencers and content creators who align with the brand’s values and target audience. 
2. Define the Goal(s): Determine the purpose behind sending the PR box. Is it to promote a new product? Or to foster relationships with creators? 
3. Design the PR package: Create a unique and creative PR package that will catch the attention of influencers and make them want to share! 
4. Monitor social media: Once the box is ready, ship it out, and keep an eye out on social media to see if the creators post. Pay attention to audience engagement as well. 
5. Follow up and Maintain Relationships: Build long-term relationships with influencers beyond just gifting them a PR package. Brands should engage with their content, express appreciation, and consistently nurture the relationship.    

By utilizing creative design and strategic gifting, PR packages have evolved from simply gifting free products, to a powerful marketing tool that helps a brand increase hype, build relationships, and boost sales. 

For brands, they serve as a creative and strategic marketing tool to connect with an influencers online audience in a meaningful way. For influencers and consumers, PR packages are an exciting way to receive free products from brands they love, deepening their connection to those brands. 

Whether you’re a brand, an influencer, or a consumer, understanding what are PR packages and why they matter in marketing can help you make the most of this exciting marketing tool.   

✍️ Written by Lily Conway