PR Package: How to Get Influencers to Review Your Product

It's not just about the ingredients; it's about the presentation and the experience that makes people go, 'Wow, I can't wait to tell everyone about this!'

When done right, PR packages deliver more than just goodies; they create Instagrammable moments, spark conversations, and leave a lasting impression that keeps your brand top of mind.

Before you jump headfirst into PR package planning, let’s break it down. We’re talking about what PR packages actually are, why they matter, and how to create ones people won’t stop talking about. 

A PR package is a curated collection of branded goodies sent to influencers, journalists, or media contacts to build hype and generate content. You might send out a PR package for a new product that you want to see reviewed, for example.

These packages usually come in two flavors:

Think fancy boxes filled with product samples, branded swag, and handwritten notes that scream ‘we care!’ Physical packages create a tangible experience that recipients can touch, feel, and experience firsthand.

Physical PR packages are likely to inspire unboxing videos, reviews, and similar content.

Online resources packed with press releases, eye-catching multimedia, and exclusive content (think sneak peeks and demo keys). Digital packages allow for easy sharing, updating, and tracking of engagement.

An example of a digital PR package may be a gaming brand sending out information and a Steam Key to an upcoming games release, with the aim of generating reviews and buzz ahead of the official launch.

Sending PR packages is like introducing your brand at the right party – when done right, it gets people talking and sharing.

They help you:

• Enhance brand recognition: Put your products in front of the right people who can amplify your brand message to their audiences, enhancing visibility and trust
• Boost brand awareness: A well-thought-out package can enhance online exposure and make your brand look like the real deal, establishing trust and driving sales
• Expand your reach: Influencers have audiences ready to listen – tap into that power to create organic buzz
• Strengthen relationships: Show influencers and media that you get them (and their aesthetic!), fostering long-term partnerships that benefit both sides

A successful PR package isn’t just about what’s inside – it’s about the connections it helps you build and the lasting impression it leaves.

Before you start stuffing boxes, ask yourself:

• What’s the endgame? More sales? More followers? More buzz? Define clear goals to measure your success
• Who’s your audience? Beauty gurus? Tech wizards? Lifestyle bloggers? Creating PR packages that resonate with your target audience is crucial for enhancing brand reputation and success in media outreach
• Where do they hang out? Instagram? TikTok? Reddit? Identifying the right platforms helps maximize visibility and engagement

Influencer marketing campaigns can significantly enhance your brand's visibility and credibility by leveraging collaborations with influencers who resonate with your target audience.

Picking influencers isn’t about who has the most followers; it’s about who fits your brand vibe and engages authentically with their audience.

Consider:

• Relevance: Do they align with your niche and brand values?
• Engagement: Are their followers actually interacting with their content, or are they passive viewers?
• Past partnerships: Have they worked with brands like yours before, and were those collaborations successful?

Focus on genuine connections over flashy numbers. An influencer with a smaller but engaged audience can often deliver better results than one with a massive following and low engagement.

Digital PR packages are more budget-friendly, sustainable, and adaptable than physical packages, making them a practical choice for modern PR strategies.

They are designed to provide a seamless experience for influencers and media professionals by delivering content that is easy to access, visually appealing, and informative.

Here’s why digital PR packages are a win:

A great digital PR package should contain:

• Gorgeous high-res images and videos that highlight your products beautifully
• A snappy press release with key product details and brand messaging
• Exclusive content (like behind-the-scenes sneak peeks or interviews with your team)
• Contact info to keep the conversation going and provide easy access for follow-ups
• A clear call to action (e.g., ‘Tag us using #BestPRPackageEver’) to encourage social media sharing for brand visibility
• Product details and how-tos to ensure recipients understand the value of your product

You can do all of the above and more with a free 14-day trial of Prezly PR software. Use Prezly to create a multimedia PR package in the form of an online newsroom, and share it through the inbuilt email pitching feature. ​

An online newsroom is the perfect home for your digital PR package. Prezly’s newsroom feature makes it easy to host multimedia content, press releases, and downloadable assets.

Attracting the attention of media outlets is crucial for enhancing brand visibility, as it generates organic coverage and amplifies brand exposure.

Plus, you can track engagement and manage campaigns directly from the platform, helping you gain valuable insights into what resonates with your audience.

Host your digital PR package in a Prezly newsroom and make sharing a breeze.

The importance of pr packaging cannot be overstated in enhancing brand visibility. Thoughtful and custom packaging designs not only create impactful influencer marketing campaigns but also foster positive customer experiences and strengthen brand relationships.

Unboxing your PR package should feel like Christmas morning.

Here’s how to make your package pop:

• Custom packaging: Use your brand colors and logo to create a cohesive experience
• Personalized touches: Handwritten notes make it personal and show genuine appreciation
• Creative unboxing: Think branded tissue paper, unique product placements, or QR codes linking to special content

Budget-conscious? DIY elements and affordable packaging options can still bring the wow factor without breaking the bank – more on that below.

Nailing your pitch is key. Here’s how to do it:

Keep it short and personal – mention why you think their audience would love your product and how it aligns with their content style. Plus, engaging with influencers through their preferred social media channels can significantly enhance brand visibility and create a buzz around your brand.

Using a dedicated pitching tool like Prezly lets you send out multimedia press packs and get realtime analytics on which contacts are opening your email.

Highlight unique selling points and how it complements their existing content.

Provide high-quality images, captions, and hashtags to make it easy for influencers to create engaging content.

If you don’t hear back, a polite reminder can go a long way. Use Prezly’s email outreach tool to track responses and follow-ups, helping you stay organized and improve your outreach efforts.

Sending PR packages can be an effective way to get your products in front of thousands of people who may not have heard of your brand before. Here are some tips to keep in mind when sending PR packages:

• Do your homework: Research the influencer or media outlet before sending a PR package to ensure they align with your brand values and target audience
• Personalize it: Add a handwritten note or a customized product that shows you’ve taken the time to understand their interests
• Make it eye-catching: Ensure the PR package is visually appealing and includes high-quality products that will grab attention and feel special
• Include a clear call-to-action: Encourage the influencer to share a photo of the product on social media or write a review on their blog
• Follow up: After sending the PR package, follow up with the influencer or media outlet to thank them for their time and see if they have any questions or need additional information. This helps build a relationship and shows your appreciation

Creating a memorable PR package doesn’t have to break the bank. Here are some tips for creating a PR package on a budget:

Use affordable design tools to create a custom PR box or packaging that reflects your brand identity. Tools like Canva can help you design professional-looking materials without a hefty price tag.

Opt for budget-friendly printing options, such as digital printing or screen printing, to save on costs. These methods can still produce high-quality results without draining your budget.

Consider using DIY elements, such as handmade packaging or customized labels, to add a personal touch to the PR package. A little creativity can go a long way in making your package stand out.

Use social media to promote your PR package and reach a wider audience, rather than relying on traditional marketing methods. Platforms like Instagram and TikTok can amplify your reach without additional costs.

Focus on the quality of the products included in the PR package, rather than the quantity, to make a lasting impression on the recipient. A few well-chosen items can be more impactful than a box full of fillers.

Once your PR package is out in the world, it’s time to see if it’s making waves. Tracking performance isn’t just about the ‘likes’ – you need to understand how your brand is resonating with your audience and influencers.

It's crucial to track the effectiveness of your pr package campaign to evaluate success and gain insights into brand performance.

Here are key metrics to monitor:

Keep an eye on relevant hashtags, brand mentions, and shares across platforms like Instagram, TikTok, and Twitter to see who’s talking about your product.

Use social media listening tools such as Hootsuite or Sprout Social to identify trends, measure reach, and engage with conversations happening around your brand.

Use analytics tools like Google Analytics to track how many visitors are coming to your website from influencer content.

Monitor key metrics such as bounce rates, session durations, and conversion rates to determine whether people are exploring your site after receiving your PR package.

Compare traffic before and after your PR campaign to see the impact of influencer-driven content.

Go beyond numbers and analyze how people feel about your brand. Are they excited, indifferent, or critical?

Take advantage of media monitoring tools like Brandwatch or Mention to assess the sentiment of social media conversations, reviews, and comments.

Identify recurring themes – are people praising the product packaging, quality, or overall experience?

Engagement goes beyond likes – it includes comments, shares, and saves, all of which indicate deeper interest.

Look for trends in the type of content that performs best and resonates most with your audience.

Collaborate with influencers to gather insights on how their audience is reacting to the PR package.

Reach out to influencers directly and ask for their honest thoughts. Did they enjoy the experience? Was the package helpful in creating content?

Their insights can provide invaluable qualitative data and ideas for improvement.

Calculate the ROI by comparing the cost of producing and sending PR packages against the actual results, such as increased sales, new followers, or media coverage.

Consider both direct and indirect returns – brand awareness, word-of-mouth, and long-term relationships with influencers can add significant value.

Prezly gives you insights on how each contact interacts with your content.

By tracking these insights, you can refine your future PR package strategies, focusing on what works and tweaking areas that need improvement.

Remember, PR success isn’t always instant – keep building consistent momentum and relationships over time.

Sending the PR package is just the first step. To maximize its impact, following up effectively is crucial.

Here’s how to follow up on your email pitch:

• Engage with their content: Like, comment, and share their posts related to your package to show appreciation and encourage further interaction.
• Provide additional info: If they show interest, offer more details about your products, such as unique features or upcoming launches.
• Request feedback: Politely ask for their thoughts on the package and how it fits into their lifestyle or content.
• Offer collaboration opportunities: Explore ways to extend the partnership beyond the initial package, such as long-term ambassadorships or exclusive product releases.
• Track engagement over time: Use Prezly’s analytics tools to monitor ongoing interactions and fine-tune your approach for future campaigns.

Effective follow-ups help maintain a positive relationship and increase the chances of influencers sharing and endorsing your brand multiple times.

And remember, maintaining a comprehensive PR list is essential for effective follow-ups, as it helps keep track of media contacts and ensures consistent outreach. You can manage yours with a specialized tool like Prezly's CRM for PR.

Even the best PR campaigns face hurdles. Here’s how to tackle them:

Focus on storytelling for business and authenticity rather than expensive packaging. Digital PR packages can be a cost-effective alternative.

Take the time to research influencers who genuinely align with your brand values. Use an audience discovery tool like SparkToro to find hidden gems among the influencers.

Develop a unified brand voice and ensure all materials match your messaging across platforms.

Be clear with influencers about your goals, timelines, and deliverables.

PR packages are essential for capturing audience attention and making memorable impressions. Creative collaborations and well-designed packages can significantly enhance brand engagement and relationship building.

Sleek, minimal packaging that screams chic. Their signature pink branding is instantly recognisable, and just take a look at the TikTok above – what better way to build buzz then through a tantalizing locked box delivered to an influencer's door?

Personal notes that feel like a hug in a box, colorful packaging, creative copy – Drunk Elephant create a fun and approachable experience that encourages influencers to share their products.

Another brand that's great at teasing its launches is Rare Beauty – have a watch of the TikTok above to see what we mean.

Their PR packages also regularly include carefully curated elements that reflect the brand’s commitment to inclusivity and self-love, such as heartfelt messages from founder Selena Gomez and diverse representation in promotional materials.

Thinking about sending out a PR package but not sure if it’s the right move? 

Before you dive in, take a moment to ask yourself a few key questions to see if a PR package aligns with your brand goals.

Are you looking to get your brand noticed, reach new audiences, or create excitement around a new product launch?

Every great PR package needs a story that connects with people. Do you have something unique or exciting that will make recipients pay attention?

Are influencers, journalists, or content creators the right people to help get your message out there? Will they find your package valuable and worth sharing?

Do you have eye-catching visuals, engaging product samples, or exclusive content that will make your package stand out?

Whether it’s a digital or physical PR package, it takes time and money to create, distribute, and follow up effectively.

Think about how you’ll track the impact of your package. Will you look at social media buzz, website visits, or influencer engagement?

If you’re nodding ‘yes’ to most of these, then a PR package could be just what you need to amplify your brand’s reach and create meaningful connections with your audience.

Want to make PR packages that people can’t stop talking about? With Prezly, you can streamline your entire PR strategy, from crafting engaging content to tracking performance – all in one place.

If you’re looking to build lasting relationships with influencers, boost your brand visibility, or simply make your life easier, Prezly has the tools to help you succeed.