How to Create a PR Package

Bob

July 30, 2025

Good Cases

PR packages can help you get your brand in front of the right people without spending money on ads. Whether you’re a startup or a small business, this guide will show you how to build a PR kit that actually gets attention.

You’ll learn what a PR package is, who to send it to, what to include, and how to make it stand out.

If you’ve never created one before, don’t worry. We’ll break everything down step by step.

XiangGe has been making packaging boxes for over 100 brands — we’ve seen what works.

What is a PR package and why it matters

A PR package meaning is a branded box that you send to influencers, bloggers, journalists, or partners. It usually includes free products, samples, or gifts — along with information about your brand.

But it’s not just a freebie.

The goal is to get attention, build trust, and create buzz. When someone receives your PR kit, you want them to talk about it — on social media, in a blog, or even in a YouTube video.

Some brands use PR packages to launch a new product. Others use them to thank loyal customers or celebrate an event.

For example, beauty brands send makeup kits to influencers before a new launch. Tech brands ship early samples to reviewers. Even small businesses use PR boxes to build word-of-mouth when they can’t afford ads.

The real value of a PR package? It starts a conversation.

Why PR packages benefit your brand

A good PR package can do more than just look nice. It helps your brand grow — without spending money on ads.

First, it builds awareness. When someone posts about your package, their audience learns about your brand. That means more eyes on your products — without paying for a billboard or sponsored post.

Second, it creates free content. Influencers love to share unboxing videos, stories, or photos. One post could lead to dozens of shares or comments. That’s content you didn’t have to create yourself.

Third, it builds relationships. A thoughtful PR package shows people you care. That makes them more likely to trust your brand — and maybe even buy from you later.

And lastly, it opens doors. Many creators and media contacts are happy to try new things. A well-done PR kit gives them a reason to give your product a try.

Start with a clear purpose

Before you create your PR package, you need to ask yourself one thing: What’s the goal?

Are you trying to launch a new product? Get more followers? Build buzz before a holiday? Maybe you just want to introduce your brand to the right people.

Whatever it is, be clear from the start.

You don’t need a big campaign right away. It’s okay to start small — like sending five kits to five niche influencers. Test it. See how people respond.

Also, make sure your goal matches your message. If you want to highlight sustainability, for example, your packaging and product choices should reflect that.

Your purpose will guide what you send, who you send it to, and what results to look for.

Who should receive PR packages

Not everyone needs to get your PR box. The right match makes all the difference. Here are a few people to consider:

Influencers in Your Niche
You don’t need a celebrity with a million followers. Sometimes a small creator with 10k engaged fans is better. Micro influencers (under 100k followers) often have higher trust and better interaction. Macro influencers (over 100k) have more reach but may cost more and be less personal.
Journalists, Bloggers, and Media Outlets
Writers and editors love getting hands-on experience with a product. A PR box can give them something real to talk about in their next article or segment.
Loyal Customers, Brand Ambassadors, and Partners
Don’t forget your best fans. Sending a thoughtful package can strengthen relationships and turn them into repeat buyers or advocates.

How to build a solid and relevant PR list:

Set a clear goal (brand awareness, product trial, etc.)
Define who you want to reach (beauty creators, tech bloggers, etc.)
Search on Instagram, YouTube, or press directories
Check their content, audience, and past collaborations
Organize your list in a spreadsheet (include name, channel, contact info, and notes)

Choose the right products or samples

What you put in your PR package says a lot about your brand. So choose carefully. Start with items that truly represent your product line. Pick one or two products you’re proud of — not your entire catalog. Less is more, especially when you want to make a strong first impression.

If you’re a startup, you don’t need to go overboard. For example, a small skincare brand might send one full-size cleanser and one mini moisturizer. Keep it simple and focused.

Also think about usefulness. Will the recipient actually try it? Is it something they’d talk about? Avoid sending random items that don’t connect to your message.

If possible, send something they can use on camera — a product with visual appeal or a unique feature.

When in doubt, test it yourself: if you received this package, would you feel excited to share it?

Make a great first impression

The moment someone opens your PR package, they start forming opinions about your brand. That’s why the unboxing experience matters so much.

People remember how a package feels — not just what’s inside. A messy, boring, or confusing box can turn someone off. A clean, well-organized package with clear branding leaves a strong, lasting impression.

The outside of the box is just as important as what’s inside. Add your logo, use your brand colors, and keep the design neat.

Inside the box, use tissue paper, custom inserts, or a simple layout that shows you care. Little touches like that make it feel personal and premium — even if it didn’t cost much.

You’re not just sending a product. You’re creating an experience. And that experience can lead to a social post, a recommendation, or a long-term connection.

Personalize the experience

A personal touch can turn a simple PR package into something worth remembering — and sharing.

Start with a handwritten or printed note. Use their name. Keep it short and genuine. This makes the recipient feel seen, not like just another name on a list.

Example:

Hi Alex, we made this kit just for you. Hope it sparks ideas for your next video. Let us know what you think — we’d love to hear from you!

If you know the recipient’s style, niche, or preferences, use that knowledge. A beauty creator who loves natural products will appreciate earthy tones and eco-friendly items. A tech reviewer may care more about clean design and function.

The more relevant your package is, the more likely they’ll post, review, or recommend it. People can tell when something was made for them — not just anyone.

Provide clear information over PR boxes

Don’t assume the recipient already knows who you are. Even if they follow you, they may not remember what you sell — or why it matters.

Your PR package should include something that tells your story. This can be a simple card, a folded booklet, or even a QR code that links to a short video or landing page.

Include your logo, website, and social handles. Then, in a few lines, explain what makes your product special. Focus on the benefit to them — not just the features.

For example:

Our serum is made for sensitive skin and absorbs fast, so it’s great under makeup or sunscreen. No fragrance, no irritation — just results.

This makes it easier for influencers or journalists to share your product correctly — and to care about it in the first place.

Design good content for PR packaging

If you want people to post about your PR package, you have to make it look good on camera. Think of your box as content — not just packaging.

Use colors, textures, and shapes that stand out in photos or videos. Make sure your logo is visible. Create moments in the unboxing that feel “shareable.”

Below are a few simple tips:

Add tissue paper or filler that matches your brand colors
Use a branded sticker to seal the tissue — it adds a reveal moment
Place the products in a clean layout (avoid clutter)
Add a small card that explains what each item is
Make sure everything fits snugly so it won’t shift in transit

Also, think about how the box opens. If the top folds back or the lid lifts off smoothly, it creates a better reveal on camera.

When you design for content, you make it easier for people to share — without asking.

Handle packaging and shipping details

Even the best PR box won’t make an impact if it shows up damaged or late. That’s why packaging and shipping matter just as much as what’s inside.

Use strong, durable materials — especially if you’re shipping internationally or during busy seasons. Avoid thin mailers or oversized boxes that let things move around.

Eco-friendly options are a smart choice too. Many creators appreciate recyclable or reusable packaging.

If you’re not sure what to use, we recommend trying our custom mailing boxes. They’re sturdy, clean, and easy to brand.

👉 Check out our mailing boxes here

Also, double-check the address, use tracking, and aim for timed delivery — especially if you’re syncing your PR drop with a product launch or event.

Making sure the box arrives in one piece shows that your brand is professional and reliable.

What to do after sending the PR package

Once your PR package is sent, your job isn’t completely done.

Follow up — but do it gently. A short, friendly message is enough. Don’t ask them to post or pressure them for feedback.

Example:

Hi Taylor, just checking in to see if your package arrived safely. Hope you enjoy it — let us know if you have any questions!

The key is to build a long-term relationship, not chase a quick mention. If someone loves your product, they’ll talk about it naturally.

Keep track of who posts, who responds, and who doesn’t. Over time, you’ll learn who’s a good fit for future campaigns.

Great PR isn’t about going viral once. It’s about staying connected and building real trust.

Top 5 best PR packages example

Looking for inspiration? These brands have nailed the art of the PR package. Each one shows how thoughtful design and clear branding can lead to real buzz.

Fenty Beauty – Inclusive Products + On-Brand Packaging

Their boxes are bold, colorful, and personal. They send full-size products that match the recipient’s skin tone.

👉 See our perfume box option if you want similar luxury appeal

Glossier – Minimalist Look, Maximum Social Buzz

Clean white boxes. Pink bubble wrap. Stickers and product cards. Simple, on-brand, and ready to post — and it works.

Apple – Sleek Product Previews for Key Influencers

Every unboxing feels premium. Apple keeps it minimal, but every detail is polished. No clutter. No fluff. Just great presentation.

Rare Beauty – Emotional Messaging and Custom Notes

Their packages feel warm and thoughtful. They often include notes from Selena Gomez, soft color palettes, and personal touches.

Huda Beauty – Glam Packaging + Viral Moments

They go big — with lighting effects, glitter, mirrors, and over-the-top designs. It’s made for TikTok and Instagram stories.

These examples prove one thing: PR packages aren’t just boxes. They’re experiences.

Common mistakes to avoid

PR packages are powerful — but only when done right. Here are a few things to watch out for:

Overstuffing the Box

Too many items can overwhelm the recipient. Stick to a few products that really matter.

Being Too Generic

If the package feels mass-produced, people won’t feel special. Add a personal touch — even a short note helps.

Not Explaining the Product

Don’t leave them guessing. Always include basic info about what’s inside and why it matters.

Skipping Quality Control

Damaged items, missing pieces, or poor packaging reflect badly on your brand. Double-check before sending.

A little care goes a long way. The goal is to make your brand feel intentional, not rushed or random.

Conclusion

A well-made PR package can do more than just get attention — it can start real conversations and build long-term trust.

You’ve now learned what a PR package is, how to choose the right recipients, what to include, and how to design it for impact. You also saw what works (and what doesn’t) from real-world examples.

If that was your search intent, we hope it’s fully satisfied.

Ready to take the next step? Custom your own PR packaging box today — and make something worth sharing.

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