In today’s competitive marketplace, small businesses need cost-effective strategies to increase brand visibility and connect with potential customers. PR packages have emerged as a powerful tool that levels the playing field, allowing smaller companies to gain meaningful exposure without massive marketing budgets.
What is a PR Package?
A PR package (also known as a PR box, PR kit, or influencer box) is a curated collection of your brand’s products sent to influencers, media outlets, or industry professionals to encourage sharing with their audiences through social media posts, unboxing videos, and product reviews. Unlike paid collaborations, PR packages don’t guarantee coverage but create opportunities for authentic brand advocacy.
These packages typically include:
- Carefully selected products that showcase your brand’s value
- Branded packaging that creates a memorable unboxing experience
- Educational materials explaining product benefits and brand story
- Personal touches that create a connection with the recipient
- Media resources that make it easy to create content about your brand
The “PR” stands for public relations, reflecting the package’s purpose: to build positive relationships with people who can help increase your brand’s visibility.
Who Would Want to Create a PR Package?
PR packages aren’t just for major brands with huge marketing departments. They’re especially valuable for:
Small businesses looking to increase visibility: When you have a limited marketing budget, the authentic advocacy that comes from well-executed PR packages can be more valuable than paid advertising.
Companies launching new products: PR packages create buzz and excitement around new offerings, potentially leading to pre-launch coverage and day-one sales.
Brands trying to reach new markets: By targeting influencers who speak to your desired audience, PR packages can help introduce your brand to demographics you haven’t previously reached.
Businesses with visual or experiential products: If your products create a strong visual impact or provide a unique experience, PR packages allow influencers to share that appeal with their audiences.
Companies with a strong story or mission: PR packages provide an opportunity to share your brand’s values and purpose, connecting with recipients who share those values.
For small businesses with national reach, PR packages offer a strategic way to build credibility, generate word-of-mouth buzz, and potentially drive sales through trusted recommendations. When executed properly, they can deliver a significant return on investment and help establish your brand in the market.
Planning Your PR Package Strategy
Setting Clear Goals
Before creating any PR packages, define what you want to achieve:
- Brand awareness: Introducing your small business to new audiences
- Product launch: Building excitement for a new offering
- Seasonal promotion: Leveraging holidays or seasonal trends
- Rebranding: Showcasing your refreshed brand identity
- Crisis management: Rebuilding trust or changing perceptions
Your goals will determine everything from package contents to recipient selection, so be specific about what success looks like for your business.
Determining Your Target Audience
Consider who you want to ultimately reach through your PR efforts:
- What demographics align with your ideal customer?
- Which platforms do they frequent?
- What content formats engage them most? (videos, reviews, how-to guides)
- Which influencers or publications do they trust?
This information helps you select the right recipients for your PR packages—those who can effectively connect with your desired audience.
Creating SMART Objectives
Transform your general goals into Specific, Measurable, Achievable, Relevant, and Time-bound objectives:
| General Goal | SMART Objective |
|---|---|
| Increase brand awareness | Secure features from 10 micro-influencers with a combined following of 500,000 within 60 days of package distribution |
| Support product launch | Generate 25 unboxing videos across Instagram and TikTok within the first month of launch |
| Drive website traffic | Increase referral traffic from social media by 30% within 45 days of PR campaign |
These concrete objectives make it easier to track success and refine your approach over time.
Finding the Right Influencers for Your Small Business
Why Micro-Influencers Are Ideal
For small businesses, micro-influencers (typically those with 10,000-100,000 followers) often deliver better results than celebrities or macro-influencers:
- Higher engagement rates: Micro-influencers average 4-5% engagement compared to 1-2% for larger accounts
- More affordable: Many will feature products in their feed/content in exchange for free products rather than requiring payment
- Niche focus: They typically specialize in specific areas, allowing for better audience targeting
- Authenticity: Their recommendations often carry more weight with their dedicated followers
- Accessibility: They’re more likely to respond to small businesses and form genuine partnerships
How to Identify Aligned Influencers
Look for influencers who:
- Share your target audience: Their followers should match your ideal customer profile
- Reflect your brand values: Their content and messaging should align with your brand ethos
- Create quality content: Their posts should be professional and engaging
- Demonstrate authenticity: They should have a genuine connection with their audience
- Show consistent engagement: Comments and interactions indicate an active community
Tools for Finding Relevant Influencers
Several affordable tools can help small businesses identify potential PR package recipients:
- Hashtag research: Search relevant industry and niche hashtags on Instagram, TikTok, and YouTube
- BuzzSumo: Find content creators in your industry (free limited searches)
- Social Blade: Analyze growth patterns and engagement (free basic features)
- Upfluence: Discover and filter influencers by various metrics (paid, but with free trial)
- Industry events and networks: Connect with relevant content creators at trade shows or through professional groups
Building Relationships Before Sending Packages
Before sending unsolicited packages:
- Follow potential recipients: Engage with their content genuinely
- Comment thoughtfully: Add value to their posts and discussions
- Share their content: Help promote their work to your audience
- Make an introduction: Send a brief, personalized message expressing interest in collaboration
- Ask permission: Confirm they’re interested in receiving products before shipping
This approach increases the likelihood of your package being well-received and featured.
Creating an Effective PR Package: Step-by-Step Guide
Step 1: Define Your Package Budget
While there’s no one-size-fits-all budget for PR packages, consider these components when planning:
- Product costs: Retail value of included items
- Packaging materials: Boxes, tissue paper, filler, etc.
- Custom branding elements: Printed materials, stickers, branded packaging
- Shipping costs: Consider weight, dimensions, and delivery timeframes
- Time investment: Hours spent researching, assembling, and tracking
For small businesses, start with a small batch (5-10 packages) to test your approach before scaling up.
Step 2: Select Your Products
Choose items that:
- Showcase your brand’s unique value: Feature signature products that differentiate you
- Photograph well: Consider how items will look in photos and videos
- Tell your brand story: Include products that reflect your mission and values
- Provide a complete experience: Send enough product to give recipients a full understanding of your offerings. For example, consider providing two of each product you send, with a note on one that says “For unboxing video”
- Match the recipient’s interests: Customize selections for each influencer when possible
Successful Example: A small sustainable skincare brand included their bestselling face serum, a new moisturizer launch, a reusable cotton face pad, and a bamboo applicator in their PR package. The cohesive collection allowed influencers to experience the full routine while highlighting the brand’s eco-friendly mission.
Step 3: Design Your Packaging
Even with limited budgets, create packaging that:
- Reflects your brand identity: Use consistent colors, fonts, and imagery
- Creates an “unboxing moment”: Layer items thoughtfully for a reveal experience
- Considers sustainability: Use eco-friendly materials when aligned with your values
- Scales appropriately: Balance impressive presentation with practical shipping costs
- Stands out: Incorporate a unique element that differentiates your package
Affordable Packaging Options:
| Budget Level | Packaging Recommendations |
|---|---|
| Starter | Kraft boxes with custom stickers, branded tissue paper, natural filler materials |
| Mid-range | Custom-printed mailer boxes, branded tissue, thank you cards, simple custom inserts |
| Premium | Fully custom boxes with embossing or foil details, magnetic closures, multi-layer unveiling |
Step 4: Create Essential Package Components
Include these elements in your PR package:
Product Information Card
- Brief description of each included product
- Key benefits and features
- How-to-use instructions
- Retail price and where to purchase
Brand Story Insert
- Your founder’s journey
- Company mission and values
- What makes your business unique
- Your sustainable or ethical practices (if applicable)
Media Kit
- High-resolution brand logos
- Professional product images
- Approved product descriptions
- Brand hashtags and social handles
- Contact information for PR inquiries
Personal Touch
- Handwritten note or personalized message
- Custom element related to recipient’s interests
- Exclusive discount code for their followers
The Power of Handwritten Notes and Thank You Messages in PR Packages
In our digital world, the touch of a personally addressed, handwritten note stands out more than ever. When including personal elements in your PR package, consider these important points:
Authenticity Creates Connection: A handwritten note signals that an actual person took time to consider the recipient specifically, especially if you work their name/channel/brand into the note. This creates an emotional connection that digital communication simply cannot match. When an influencer or media professional feels personally acknowledged, they’re more likely to form a genuine connection with your brand and share their experience authentically with their audience.
Personalization Shows Research: Reference specific content the recipient has created or values they’ve expressed in their work. This demonstrates that you’ve selected them intentionally rather than adding them to a mass mailing list. For example: “Your recent video about sustainable fashion choices resonated with our team, especially when you mentioned the importance of transparent manufacturing practices—which is why we thought you might appreciate our approach to production…”
Thank You Notes Set the Right Tone: Express gratitude for their consideration without expectation. A thank you note acknowledges the recipient’s time and influence while respecting that coverage isn’t guaranteed. This creates goodwill regardless of outcome and establishes a foundation for ongoing relationship-building. The note might read: “Thank you for taking the time to explore our products. We genuinely appreciate your consideration, regardless of whether they fit into your content plans. Your work continues to inspire our team…”
The Physical Element Matters: Use quality stationery that reflects your brand aesthetic. Consider handwriting that is legible but still has personality. If your handwriting isn’t ideal, someone else could pen it, or you could use a well-designed card with a personally signed note that still carries significant impact.
Remember that this personal element often becomes part of the unboxing content, as recipients frequently show these touches in their coverage. The momentary connection created by a thoughtful note can transform a PR package from a transactional delivery into the beginning of a meaningful professional relationship.
Successful Example: A small jewelry brand included a custom necklace with the influencer’s initial, a handwritten note mentioning specific content they loved from the influencer, and a card with a QR code linking to professionally shot product images that influencers could download for their posts.
Step 5: Assemble Your Package
Follow these steps for professional assembly:
- Clean and inspect all products for quality
- Wrap items individually if appropriate
- Arrange products in an aesthetically pleasing layout
- Add branded tissue, filler, or decorative elements
- Place media materials in an accessible location
- Secure all items to prevent shifting during shipping
- Include a clear return address and contact information
- Consider weather conditions and shipping duration for perishable items
Step 6: Prepare Your Digital Components
While focusing on physical packages, prepare these digital supplements:
- Email introduction: Brief overview to send before or upon delivery
- Digital media kit: Downloadable version of all PR materials
- Social media assets: Shareable images and captions
- Tracking links: Custom URLs to monitor referral traffic
A digital PR package can complement your physical one by providing easy access to assets influencers need for their content.
Approaching Influencers Professionally
Initial Outreach Best Practices
- Research thoroughly: Reference their recent content in your message
- Be concise: Keep your initial communication brief and clear
- Highlight mutual benefit: Explain why your products would interest their audience
- Set clear expectations: Be transparent about what you’re offering with no strings attached
- Respect their process: Ask about their preferences for receiving products
Sample PR Box Outreach Template
Don’t know what to say in your initial outreach email to an influencer? Here’s a template you could use:
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Subject: [Your Brand] x [Influencer Name] – Perfect for Your [Relevant Content Theme]
Hi [Influencer First Name], I’ve been following your [specific content type] for [timeframe] and particularly loved your recent [specific post or video] where you [mention something specific]. I’m [Your Name] from [Your Brand], a small business that specializes in [brief description]. Our [product type] seems perfectly aligned with your content about [relevant theme]. Would you be interested in receiving a PR package from us? We’d love to send you [brief description of what you’d include] for you to experience firsthand—no posting obligations, just genuinely think you might enjoy them. If you’re interested, please let me know the best address to send to and any product preferences you might have. Thank you for considering, |
Following Up Appropriately
- Wait 5-7 business days before following up
- Recognize they are likely very busy, may love what you sent, but haven’t had time to publish content on it yet
- Keep follow-ups brief and non-pushy
- Limit to one follow-up message
- Accept non-responses gracefully
After Package Delivery
- Send a brief confirmation email when tracking shows delivery
- Express gratitude for their consideration regardless of coverage
- Make yourself available for questions about the products
- Document any coverage for your tracking metrics
Measuring the Success of Your PR Box
Key Metrics to Track
- Coverage metrics:
- Number of posts featuring your products
- Types of content created (stories, posts, videos, articles)
- Platforms where content appeared
- Cumulative follower reach from all coverage
- Engagement metrics:
- Likes, comments, and shares on content featuring your products
- Sentiment of comments (positive, neutral, negative)
- Saved posts or bookmarks when visible
- Video completion rates when available
- Business impact metrics:
- Website traffic from referral links
- New social media followers gained
- Email sign-ups during campaign period
- Sales of featured products (use tracking codes when possible)
Simple Tracking System
Create a spreadsheet with these columns:
- Influencer name and contact info
- Social handles and follower count
- Date package sent
- Date package received
- Content produced (with links)
- Total reach
- Engagement rate
- Conversions (if trackable)
- ROI calculation
- Notes for future collaborations
PR Package ROI Calculator
To calculate the ROI of your PR package campaign:
Total Campaign Cost:
- Product Cost: [Retail value of products] × [Number of packages]
- Packaging Materials: [Cost per package] × [Number of packages]
- Shipping: [Average shipping cost] × [Number of packages]
- Labor: [Hours spent] × [Hourly rate]
- Total Cost: Sum of above
Campaign Value:
- Coverage Value: [Number of posts] × [Estimated value per post type]
- Reach Value: [Total impressions] × [Estimated value per 1,000 impressions]
- Direct Sales: [Sales with tracking codes] × [Profit margin]
- New Followers: [New followers during campaign] × [Estimated follower value]
- Total Value: Sum of above
ROI Calculation:
- ROI = (Total Value – Total Cost) / Total Cost × 100
This simple framework helps quantify the return on your PR package investment beyond just immediate sales.
PR Package Success Stories: What Works and Why
Case Study 1: An Artisanal Food Company
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Brand: Small-batch hot sauce company with three employees
PR Package Contents:
Recipients: 15 food bloggers and cooking content creators with 20,000-75,000 followers Results:
Why It Worked:
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Case Study 2: A Sustainable Fashion Accessory Brand
Brand: Eco-friendly handbag company using recycled materials
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PR Package Contents:
Recipients: 8 sustainable fashion influencers and 4 traditional fashion influencers Results:
Why It Worked:
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Case Study 3: A Home Organization Product Line
Brand: Storage solution company with innovative folding products
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PR Package Contents:
Recipients: 12 home decor and organization content creators Results:
Why It Worked:
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Learning from Failures: What to Avoid
Failure Case 1: Generic, Untargeted Distribution
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Situation: A small bath and body brand sent identical packages with multiple products to 50 beauty influencers without prior research or relationship-building.
Result: Only 3 packages resulted in coverage, most went unacknowledged, and two influencers publicly complained about the waste of receiving unrequested products. Lessons:
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Failure Case 2: Misaligned Values and Audience
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Situation: A vegan skincare brand sent PR packages to mainstream beauty influencers known for featuring luxury brands with no sustainability focus.
Result: Most recipients either didn’t feature the products or misrepresented key brand values in their content, causing backlash from the brand’s core customer base. Lessons:
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Failure Case 3: Poor Packaging Execution
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Situation: A small jewelry brand sent valuable products in plain bubble mailers with minimal branding and no protection, resulting in damaged items and a forgettable presentation.
Result: Several items arrived damaged, others were lost among influencers’ many deliveries, and the few features received showed the products in an unflattering context. Lessons:
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Failure Case 4: Excessive Product Without Context
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Situation: A small skincare line sent their entire 12-product collection without clear instructions on usage order or purpose, overwhelming recipients.
Result: Few products were actually featured, with many influencers expressing confusion about how to incorporate so many new items into their routines. Lessons:
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Seasonal and Event-Based PR Packages
PR packages can also be sent around a specific holiday, season, or event, which is a great way to generate renewed attention and publicity for existing products. There are several things to keep in mind
Timing Your Seasonal Campaigns
Plan seasonal PR packages with these lead times:
| Season/Holiday | Send Packages | Expected Coverage | Notes |
|---|---|---|---|
| Valentine's Day | Early-Mid January | Late January-February 14 | Focus on gift guides |
| Spring | Late January-February | March-April | Emphasize renewal themes |
| Summer | April-May | June-August | Highlight outdoor and travel use |
| Back to School | June-July | August-September | Focus on organization and routines |
| Halloween | August-Early September | October | Consider themed packaging |
| Holiday Season | September-October | November-December | Critical for retail success. Focus on gift guides |
| New Year | Early-Mid November | December-January | Focus on fresh starts and resolutions |
Gift Guides
One popular usage of a PR Package is to promote your products for gift guides, which can be a significant factor in increasing sales.
Keep in mind that magazine gift guides have a significantly longer lead time than other media, so you should work directly with targeted magazine editors to learn their desired submission dates for consideration.
And the same goes for gift guides created by other media types, bloggers, and influencers. Contact them well in advance to find their desired timing and requirements for gift guide consideration.
Event-Based PR Package Strategies
For product launches, rebrandings, or special milestones:
- Tiered approach:
- Teaser package: 2-3 weeks before launch with hints and preview items
- Main package: Timed for coverage during launch week
- Follow-up: Additional materials for sustained coverage
- Countdown method:
- Send a series of smaller packages, building anticipation
- Each reveals more about the upcoming product or event
- Final package delivers the complete experience
- Exclusive preview:
- Limited recipients get products before public launch
- Include embargo information clearly
- Provide exclusive insider information
Successful Example: A small candle company created fall-themed PR packages with a wooden box that transformed into a display shelf, containing mini versions of their autumn collection, a full-size exclusive scent, branded matches, and a QR code linking to a playlist curated for each fragrance. The packages shipped in August, resulting in features throughout September and October, with 85% of recipients posting content.
Digital PR Packages: A Brief Overview
While physical packages create tangible experiences, digital PR packages can supplement your strategy:
Digital PR Package Components:
- Virtual press room: Password-protected webpage with all media assets
- Digital lookbooks: Interactive presentations of your products
- Video introduction: Personal message from founder or team
- Digital gift cards: Allowing recipients to select their preferred products
- Exclusive content: Behind-the-scenes materials not available publicly
When Digital PR Makes Sense:
- International recipients where shipping is prohibitive
- Very time-sensitive campaigns needing immediate coverage
- Supplementing physical packages with additional assets
- Sustainability-focused brands minimizing physical waste
- Digital-only products or services
- International recipients where shipping is prohibitive
- Very time-sensitive campaigns needing immediate coverage
- Supplementing physical packages with additional assets
- Sustainability-focused brands minimizing physical waste
- Digital-only products or services
Remember that digital packages lack the sensory experience and unboxing moment that make physical PR packages so effective, but they can be a practical addition to your strategy.
Building Your PR Package Strategy
PR packages offer small businesses a powerful way to increase visibility and build authentic relationships with influencers and media. By focusing on thoughtful curation, genuine connections, and strategic execution, even businesses with modest budgets can create memorable experiences that generate meaningful coverage.
Key takeaways for small business PR package success:
- Start small and targeted rather than broad and generic
- Prioritize relationship-building over transactional approaches
- Invest in a distinctive presentation that reflects your brand
- Track results meticulously to refine your approach
- Focus on authenticity in every aspect of your PR strategy
Remember that successful PR packages create win-win scenarios: recipients get products they genuinely enjoy and content their audience values, while your brand gains authentic exposure to new potential customers.
Begin with a small test batch, measure results carefully, and use those insights to scale your PR package strategy as your business grows.
Ready to Expand Your PR Strategy Beyond Packages?
While PR packages are a powerful tool for product-based businesses, they’re just one component of a comprehensive public relations strategy. When you’re ready to take your PR efforts to the next level with press releases, media pitching, and broader publicity campaigns, consider partnering with professionals who specialize in these services.
Visit eReleases.com for expert press release distribution and media outreach services that complement your PR package strategy. While eReleases doesn’t offer PR package services specifically, their press release expertise can help amplify the buzz generated by your successful PR package campaigns and create additional media opportunities for your small business.
Bonus: Templates and Resources
PR Package Checklist
☐ Define specific campaign objectives
☐ Set budget parameters
☐ Research and identify potential recipients
☐ Create recipient tracking document
☐ Select products for inclusion
☐ Design packaging concept
☐ Gather/create all printed materials
☐ Draft personalized notes
☐ Prepare digital assets and media kit
☐ Assemble packages
☐ Send introduction emails
☐ Ship packages with tracking
☐ Send delivery confirmation
☐ Monitor for coverage
☐ Document all results
☐ Send thank you messages
☐ Analyze campaign performance
☐ Update strategy for next campaign