PR Packages: What They Are and Who Should Care

by Tonya McKenzie

Alright, let’s talk about PR packages—those magical little parcels brands send out that show up in your favorite influencer’s unboxing videos. But here’s the tea: PR packages are not what a lot of people think they are. So, let’s break it down in a way that makes sense, whether you’re a small biz owner, a creator, or just curious. PR packages are a dynamic tool used by brands to introduce their products, foster relationships, and build awareness. While typically associated with public relations professionals, understanding PR packages can benefit a wide range of individuals, including small business owners, entrepreneurs, marketing teams, and more. Here’s a comprehensive look at what PR packages are, how they work, and why they matter.

What Exactly Are PR Packages?

PR packages (aka public relations packages) are basically gifts brands send to creators, publicists, or even media outlets. The goal? To build relationships, share a product, or create some buzz. But, and this is a big BUT, a true PR package comes with zero strings attached. No “you need to post about this,” no expectations for a five-star review. If there’s any kind of requirement, it’s not a PR package anymore—it’s a paid collab. Period.

Brands that expect dedicated posts or “content in exchange” for a PR package are doing it wrong. The whole point of PR packages is to let the recipient decide if they vibe with the product and feel like sharing. It’s supposed to be chill, not transactional.

How to Get on the PR Package List

If you’re a publicist, influencer, or just someone with an audience, you might wonder: how do I get brands to send me their goodies? The answer is simple but takes some effort. First, follow brands you love on socials. Engage with their posts (but don’t be fake about it—nobody likes that). Then, shoot your shot by reaching out professionally, like via email or DM. Tell them who you are, what you do, and why you’d be a good fit for their PR list.

Make sure your online presence is solid. Have your contact info easily available (bonus points for a media kit). Brands want to know that their package is going to someone who actually fits their vibe.

Not Just for Publicists—Here’s Who Else Should Care

PR packages aren’t just for influencers and media pros. Here’s why other people should pay attention:

1. Small Business Owners:
   If you’re running a small biz, PR packages can help get your product in front of the right people without spending big bucks on ads. It’s a great way to generate word-of-mouth buzz.
2. Entrepreneurs:
   Just launched a product? Sending out PR packages can introduce your brand to creators and start building connections with your target audience.
3. Marketing Pros:
   These packages are a cheat code for boosting campaigns. They let you combine influencer marketing with organic, authentic content.
4. Content Creators:
   Knowing the difference between PR and paid collabs is crucial. Don’t undersell yourself by working for “free packages” when brands should be paying for your time and creativity.

The Bottom Line

PR packages are all about relationships. Brands, don’t expect creators to post just because you sent them something. And creators, know your worth. Whether you’re a small business owner or a marketing savant, understanding PR packages can be a game-changer for your growth. A successful PR package can create organic buzz and foster long-term relationships. However, the key to maintaining professionalism is clarity—brands should not expect deliverables unless they’re part of a paid agreement, and recipients should be transparent about their rates if additional promotion is requested.

By understanding and strategically using PR packages, professionals across industries can boost visibility, strengthen relationships, and drive meaningful engagement.

Now go forth and make the most of those packages—or send some out! Just remember, keep it real.