How to create PR packages influencers actually want to share

Influencer marketing has transformed how brands connect with new audiences. It is a combination of offline marketing with online sharing. What’s great is, companies also don’t need a massive budget to start. One of the most effective and affordable ways to work with influencers is by sending a powerful and well-thought-out PR package.

While sending products is a great tool for brands, amazing PR packages go beyond product sampling. When done right, these boxes or kits tell a story. A well thought out narrative can boost brand visibility and create a memorable moment that’s worth sharing online via an unboxing clip. Whether businesses are launching a new product, building brand awareness, or simply trying to stand out, a creative PR package can shine a light and stand out in a positive way.

What is a PR package?

Generally, a PR package is a branded box sent to influencers, content creators, or media contacts. They are also known as influencer packages, PR kits, influencer merch, or PR boxes.

More often than not, these boxes include product samples, various promotional materials, and a few creative extras as an added bonus. These items are curated to make an impactful impression, not only on the one receiving it, but all their followers too.

The goal? That depends on the brand’s overall goals. However, the most common goals are usually to get featured in impactful content and highlight products to a wider yet more targeted audience.

Why PR packages work for UK businesses

There are a variety of reasons why sending PR packages to influencers makes sense in the UK. Companies that send PR package are typically looking for:

• Cost-effective branding compared to traditional and oversaturated advertising
• Build genuine and long-lasting influencer relationships
• Reach highly targeted, loyal audiences
• Tap into the power of social media through unboxing content on platforms like YouTube, TikTok, and Instagram

With influencer marketing, brands don’t need to go viral to see value. Just one post from a relevant influencer in a targeted market can bring in traffic, boost credibility, and drive interest in products or services.

Traditional marketing channels can be congested with the same content. Influencers can help bridge the gap. They can bring a human and personal touch to modern marketing.

How to create influencer PR packages that get noticed

Get results from the start. Use these steps to craft a meaningful message and build a story.

1. Define the objective

When creating a PR package, what is the main objective? Consider these questions to narrow down the project’s scope:

Do you want to…

• Launch a new product?
• Generate buzz?
• Drive traffic to the website?
• Build long-term influencer relationships?

Having a concrete idea will help achieve goals. A targeted focus will bring results. Without a clear objective, the end results might be mixed.

2. Choose the right influencers

Don’t just chase follower counts. On one side, follower count is important. Without it, the team's efforts might not be worth it. Businesses should choose content creators whose message aligns with their core company values and brand image. Micro-influencers who have around 10K – 50K followers are a great place to start. Their posts tend to receive higher engagement due to their niche audience.

3. Curate the right product selection

The contents of the box are very important. Choose products that make sense for the overall message, but also match with the influencer.

Think about this when selecting products that:

• Showcase the brand’s best features
• Complement the influencer’s interests
• Are easy to demo, wear, use, or taste on camera

Don’t overwhelm the influencer with too much. Focusing on a few key items that best represent the line, launch, or overall brand.

4. Design creative, on-brand packaging

Much like aesthetics, packaging is everything. The box and branded products within should reflect brand identity and have that wow-factor as soon as it is opened. Some tips for organically creating this moment include:

• Use branded boxes or eco-mailers with the brand’s logo and colours
• Add custom inserts with product info or instructions
• Wrap items in branded tissue paper
• Include a personal thank-you note or printed message, hand-written if possible

If the PR box has a theme, then consider including various elements throughout the packaging, products, and overall tone. For example, for beauty boxes, consider clean elements with streamline packaging. Natural tones such as brown and green can make elements pop.

5. Add promotional gifts that stick

Think outside the box by thinking outside the product. A small, practical promotional item keeps a brand top-of-mind. Be sure to include a little something extra for the influencer to keep.

Fun and unique ideas include:

• Stickers or magnets
• Socks or other accessories
• Food items such as sweets, chocolates, mints
• Power banks

More classic items could be:

• Notebooks
• Water bottles
• Keyrings
• Tote bags

These additions give a PR package more staying power in the influencer’s everyday life. It also gives a small incentive to those who follow the influencer.

6. Make it personal

Influencers are more likely to engage with brands that put in the effort. A handwritten note or referencing a recent piece of their content shows that thought was put into this collaboration.

On the brand side, be sure to choose an influencer who is likely to respond well to these types of personal touches. Sending one package can give a campaign a boost, but developing a long-term bond with an influencer will go a lot further. 

7. Track results and follow up

Tracking and follow up is one of the most important steps. For best results, ask the influencer to use a unique hashtag or tracking code to monitor posts. After some time, gather all the data to see the impact this partnership had.

Without tracking, it is impossible to fully know the reach or impact the PR package had. All the effort seems wasted without these results. Following up after the post can do wonders when thinking of a partnership with longevity.

Data is important, but don’t forget to thank influencers. A personal follow up will help strengthen the professional relationship that just started. This helps to keep the conversation going for future partnerships.

PR packages - Yay 👍 or nay 👎

Companies don’t need to set aside a huge budget to make a big impression. With the right combination of thoughtful products, creative packaging, and a touch of personalisation, PR packages can become a powerful marketing tool.

Looking to create a unique PR package too? Browse the website for a variety of promotional corporate gifts to start building something unforgettable. Reach out to the sales experts regarding any questions.

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Still interested in learning more about alternative types of branding and marketing? For a colourful read, learn how colour psychology in marketing makes a difference. When considering offline marketing strategies, discover more about employer branding efforts as well.