PR packages: what to send, and how to know it worked
A PR package is a box of your product sent to a creator for free, in the hope they’ll post about it. Most of the work isn’t the box; it’s choosing who gets one and finding out what happened after it arrived.
What a PR package is
A PR package (or PR box) is product a brand sends to a creator, free and without a fee, so they can try it and, if they like it, post about it. Nothing obliges them to post: that’s what makes it a gift and not a paid deal. Sending many at once to creators who fit your product is called product seeding.
What to put in the box
- The product, full size. Samples and minis don’t get filmed. Send what a customer would buy, in the shade or size that suits the creator.
- A short note. Who you are, why you picked them (name one of their videos), and how to reach you. No demands to post.
- One line on how to use it, if it isn’t obvious: how long until a serum shows results, how to fold the stroller.
- Your handle and a disclosure reminder. “If you post about it, please tag @brand and mark it as gifted.” A gift still has to be disclosed in most countries; see disclosure rules.
- Something that films well, if it fits your brand: a box that opens nicely, a colour that stands out. Not glitter, not five layers of tissue paper.
What a PR package costs
| Cost | Typical range | Note |
|---|---|---|
| Product | Your cost of goods, not retail | Count it at cost when you work out ROI |
| Packaging and inserts | $2–15 a box | Custom printed boxes cost more and rarely change who posts |
| Shipping | $5–20 in the US, more abroad | Tracked, so you know when it arrived |
| Creators who don’t post | Often half or more of the boxes | Part of the cost of the ones who do |
Who to send one to
- Creators who already make videos about products like yours, not just creators in your category. A beauty creator who only films get-ready-with-me videos may never review a serum.
- Smaller creators who post often. Micro and nano creators are likelier to post about a gift than big accounts that expect a fee. See how to find micro-influencers.
- People who already mention you. Customers who tag you, and creators who posted about you without being asked, post again when you send something.
- Check before you ship. Typical views, how often they post sponsored content, and whether their followers are real: the influencer check does it from a handle, free.
Ask first, then send
Sending a box unannounced wastes product: creators move, get dozens of boxes, or don’t want yours. Ask first with a short message that names the product and asks for an address. The gifting email templates have the request, the shipped and arrived messages, and a no-pressure follow-up.
How to tell whether it worked
- 01
Record what you sent
Who, what, and when it arrived. Without delivery dates, you can’t tell a late creator from one whose box is still in the post.
- 02
Watch for the post
Gifted creators post when it suits them, often weeks after delivery, and many don’t tag you. Check their videos, not just your tags.
- 03
Count what it got
Views and engagement on each post, and its earned media value, against what the boxes cost.
- 04
Send again to who delivered
The creators who posted once are the ones to send your next launch to.
Questions
What is a PR package?
Product a brand sends to a creator for free, hoping they’ll post about it. There’s no fee and no obligation to post.
Do creators have to post about a PR package?
No. A gift doesn’t oblige a post. If they do post, most countries’ rules say they must disclose it was a gift.
How much does it cost to send a PR package?
Your product at cost, plus roughly $2–15 for packaging and $5–20 for tracked shipping in the US. Count the boxes that don’t lead to a post too: often half or more.
How do I get influencers to post about my PR package?
Send to creators who already film products like yours, ask before you ship, send the full-size product with a short personal note, and follow up once if nothing appears a few weeks after delivery.
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