How to Create Effective PR Packages to Elevate Your Business

Businesses use physical or digital custom PR boxes to build a connection with popular content creators. B2B influencers, celebrities, or media contacts are some of the content creators who can market your brand. 

While the recipients may or may not promote the brand after receiving the PR packages, when they do, you gain from organic traffic. But how do PR packages work? Read more on how to design, customize, and ship PR packages. 

What Is a PR Package?

A public relations(PR) package is a set of a brand’s products or promotional items sent to influencers, bloggers, celebrities, or media contacts. The purpose of the PR package boxes is usually to build hype or generate content, especially for new products. Depending on the brand, the packages come in two different types. 

• Physical PR boxes are tangible items, such as branded swag, product samples, or personalized handwritten notes. These physical items are ideal for unboxing, reviews, and such. 

• Digital PR packages are online resources, such as sneak peeks or demos. They come with press releases and are easy to update, share, and track engagement.  

However, some people often confuse PR packages with press kits. While PR packages focus on creating positive social media buzz, press kits are a collection of key information about your brand. Press kits are primarily for sharing with journalists and media professionals. 

Benefits of Sending PR Packages

PR packages help put your brand in front of different audiences through influencers or celebrities. Online exposure through people who have already won the trust of their audiences can be a major boost for your brand.  A brand gains instant visibility when influencers post on their various social media platforms. 

PR packages encourage influencers to post their unboxing experiences, especially if the items are exciting or unique. Such organic posts feel more genuine than paid ads, as the influencer is sharing their true reaction. 

Custom PR boxes for influencers help build long-term relationships, resulting in ongoing partnerships. Influencers who enjoy your brand and receive regular updates are more likely to mention your brand in future content posts. Some will recommend your products when creating related posts. 

Planning Your PR Package

Planning the ideal PR package for your brand is crucial, allowing you to deliver a clear message to the right audience. Failing to plan your PR packages can result in wasted resources. 

Define clear goals:

Before selecting the ideal PR box, it is essential to identify your goals. Is it boosting sales, getting more followers, or increasing traffic? 

Eye-catching packaging and clear messaging will make a better impact if you’re targeting brand awareness. Send a PR box to journalists and request a press release if the goal is media coverage. Consider fun and trendy PR packages that can inspire unboxing for social media buzz.   

Segment your audience:

The next step is to identify the kind of audience you want to reach and the best people to reach them. From there, you can identify the right influencers for the job. Consider beauty influencers for beauty products, journalists for news coverage, or gift packages for loyal customers. 

The interests and expectations vary for different audiences. You will have to change your messaging and design to suit each type. Audience segmentation helps you save on the effort and money you would have spent sending generic packages. Focusing on smaller groups who are more likely to share or review will have a bigger impact.

Choose channels: 

Where does your audience hang out? Is it on Instagram, TikTok, LinkedIn, or Reddit? Will a digital message, a physical box, or a mix of both (hybrid) be more effective? After identifying where your audience spends most of their time, you can deliver your message in a more engaging format.

However, choosing the ideal channel will also depend on your budget, timing, and convenience. Physical boxes create a stronger emotional connection, but they require time for production and shipping. Digital packaging is quicker and cheaper, but may not have the same lasting effect.

Designing Your PR Box

Getting the PR box design right is crucial for a successful marketing campaign. Influencers and media contacts are more likely to work with brands that have eye-catching packaging. Avoid sending boring or similar packages to multiple influencers that don’t stand out. A well-designed PR packaging encourages influencers or the media to share. 

Branding & custom design:

Use your brand colors, logo, and a beautiful design theme to make a great first impression. Consistency makes it easy for people to recognize and remember your brand. 

Adding a branded sticker or thank-you cards is a fun way to add a personal touch, resulting in an unforgettable unboxing experience.  Make the logo clear and visible for those taking photos and videos. 

Materials & structure:

The type of material you choose will affect the way people feel about your brand. Cardboard and corrugated paperboard are ideal materials for shipping over distances. Rigid boards are sturdy and ideal for premium items. 

Is the packaging box's structure strong enough to protect the items?  How does the box open? Does it create surprise and excitement? Choose a flap, magnetic closure, or ribbons for an enjoyable unboxing experience.   

Typography, inserts & interactive elements: 

How the inside of the box looks also matters. Add custom inserts or interactive features, or custom printed notes, to make the box feel more personal. Interactive elements, such as a QR code to a video or a landing page, make the unboxing experience more memorable.  

Hidden compartments encourage the influencers to explore further and inspire them to share online. 

Sustainability:

As more people and influencers become concerned about the environment, making your PR box sustainable is ideal. Consider using eco-friendly packaging to help the planet and also show that your brand cares. Compostable wrappers, biodegradable fillers, and recycled cardboard are great eco-friendly materials to use. 

Avoid using many layers or oversized boxes to help reduce shipping costs and waste. Eco-conscious influencers will be more willing to work with your brand. Reusable packaging is also a major attraction for the eco-conscious audience. 

Curating the Contents

Selecting products that reflect the values of the brand, influencer, and audience. The supplier should be able to meet production deadlines to ensure that the packaging is on time. Low-quality or damaged PR package boxes can harm your brand image. 

Partner with a supplier who offers customization, such as Brothersbox. Request for different versions of the PR box to give to different influencers. Small changes, such as name tags or packaging color, can make a big difference. 

Request the supplier to include clear, well-designed inserts with information about your brand and products. Consider creating a product guide, a small card, a media kit, or a booklet to make it easy for influencers or journalists to promote your brand.  

Pitching and Shipping

Before sending the PR box, it is essential to reach out to the influencer or media contact. Apart from showing respect for their time, contacting them beforehand, ensure that the product is a good match. Introduce yourself, brand, what is inside the PR box, your expectations, and why you think it would interest them and their audience. 

Check the rules and regulations for the regions the influencers are in. The Federal Trade Commission (FTC) requires that any sponsored or gifted items be disclosed to the audience in the U.S. Informing influencers of these rules demonstrates your care and consideration. 

It's important that the packages reach the influencers or media contacts in good condition. Use protective materials to reduce the risk of damage during transit. An outer wrap is essential to protect your logo, brand colors, and prints. 

Conclusion:

PR packages can be a successful way to reach larger audiences within a shorter time. However, this is only possible if you plan well and have custom designs to make the packages stand out. 

Brothersbox is a well-established and experienced manufacturer of high-quality packaging solutions. Contact us for the best custom PR boxes in the market.