Social media has made the PR package boon rise greater than ever before. It’s become a common part of a brand’s marketing strategy. But that also means that expectations are higher than ever. Influencers, journalists, and social media creators receive a lot of these on the daily. If your PR package feels rushed, random, or overly promotional in the midst of that bulk, it will likely be ignored.
Good PR packaging feels intentional. It shows that you understand your brand, your product, and the person receiving it. Everything from the custom box to the products inside needs to be well thought out.
This guide walks through how to create packages that feel professional, considered, and worth sharing.
Understand Who You Are Sending It To
Before you even start thinking about the presentation boxes or products, you need to have a clear understanding of who the recipient is. PR kits are never designed for “everyone”; they’re only for a “select few.”
Is your PR package going to a beauty influencer who focuses on tutorials or product reviews? A fashion stylist who cares about fit and aesthetics? Or maybe a journalist with a large social following? Determining who is going to receive your products is the first and most vital step.
Spend some time reviewing their content. Notice how they present products, what they usually talk about, and how detailed their reviews are. This helps you decide what to include and how to present it.
Personalization does not mean adding expensive items. It means choosing products, colors, sizes, or notes that actually make sense for that person to use. This will help your audience realize that you care enough to invest time in them.
Define What You Want the PR Package to Do
Every PR kit should have a clear purpose. Without one, it becomes a box of products with no direction.
Ask yourself what the goal is. Do you want a product review? An unboxing video? Brand awareness during a launch? Long-term use and feedback?
Once the goal is clear, it becomes easier to figure out what products to include, how much information to share, and how detailed the packaging needs to be.
Avoid trying to achieve too many things at once. A focused PR package is easier to understand and easier to share.
Choose Products That Represent Your Brand Well
The products you include should reflect what your brand does best. This is not the time to clear old stock or include items that do not fit the campaign.
If you have a hero product or a best seller, start there. That product should lead the package. Supporting items should make sense alongside it, not distract from it.
Think about how the product will be used. Influencers are more likely to feature items they can realistically try, style, or demonstrate. It also helps to keep the selection tight. A well-curated package feels more premium than an overfilled one. Put just enough products that can be reviewed in the short duration of a reel.
Packaging Should Feel Intentional
How your products are packaged is one of the most important parts of the PR. It sets the tone before the product is even touched.
A good box is one that is aligned with your brand and the campaign. Make sure you’re working with a custom box manufacturer that offers quality and value-adding work.
Clean design, consistent colors, and clear branding go a long way. Custom shapes and boxes add in that premium feel to your PR which makes your brand feel high-end.
Logos, brand colors, and small printed details help reinforce recognition. At the same time, avoid cluttering the box with too many elements.
If sustainability matters to your brand, reflect that in your packaging choices. Make sure you use up the space well. The packaging should fit the product, not the other way around. Right-sized boxes help reduce excess material and make the package feel more considered. Many creators notice and appreciate this, especially when it feels genuine.
Add a Personal Note Without Making It Salesy
Adding a short, genuine note can improve the consumer’s experience. Not only does it make the experience feel more direct and less like mass outreach, but it also makes the receiver, and in turn their broader audience, feel that much more connected to your brand.
Keep the message simple. Mention why you chose them or what made you think the product would suit their content. This is also a good place to include key information about the product. What it is, how to use it, or what makes it different. Keep it brief and clear so it is easy to reference later.
Timing and Delivery Matter More Than You Think
When you send a PR package can be just as important as what is inside it.
Try to send packages when recipients are likely to have time to engage. Around launches, seasonal changes, or campaign periods usually works best.
Always track shipments and let recipients know when to expect delivery. This shows professionalism and avoids missed or delayed packages.
If you are working with creators on a timeline, communicate that clearly but respectfully. No one likes feeling rushed or pressured into taking a PR.
Follow Up, But Keep It Light
If the creator hasn’t reached out first, make sure you follow up. A simple message a week or two after delivery is enough. Ask if they received the package and if they were satisfied with the product.
Try not to ask about posts or deadlines directly unless it was agreed on earlier. Most creators prefer sharing when it feels natural. The goal here is to stay helpful and streamlined, not persistent.
Measure What Worked and What Did Not
After the campaign, take time to review results. Look at social mentions, engagement, reviews, and overall feedback.
Pay attention to what people responded to most. Was it the packaging, the product, or the messaging? Did certain creators engage more than others? You can use these insights to refine future PR efforts.
Final Thoughts
A good PR package does not rely on trends or excess. It relies on clarity, thought, and understanding the person on the other end. When products are chosen carefully, packaging is well designed, and communication is clear, these custom presentation boxes feel natural rather than promotional.
When you’re ready to package your PR kits in a way that feels thoughtful and professional, Blue Box Packaging can help you get there. Reach out today to get started.
