How to Send PR Packages to Influencers

Sending a PR package to an influencer can be one of the most effective ways to generate authentic buzz for your brand, but nailing the execution is everything. Getting your product into the right hands can introduce you to thousands of ideal customers, create a library of user-generated content, and build genuine brand love. This guide takes you through the entire process, step by step, from defining your strategy to nurturing a long-term relationship long after the unboxing is over.

Start with a Clear Strategy, Not Just a Box

Before you even think about what to put in a box, you need to know why you’re sending it. A shotgun approach of sending free products to random accounts is a quick way to burn through your budget with little to show for it. Define your goals first, as this will shape every other decision you make.

What Do You Want to Accomplish?

Get specific about your objective. Are you trying to:

• Generate brand awareness? Your goal is to get your product seen by as many relevant people as possible. You might target influencers with larger, engaged audiences.
• Drive sales? The focus here is conversion. You could include a unique discount code for the influencer’s audience to track direct purchases.
• Create user-generated content (UGC)? You want high-quality photos and videos of your product in action that you can repurpose on your own channels. Micro-influencers with a strong aesthetic are often perfect for this.
• Announce a new product launch? This is all about creating hype and concentrated buzz around a specific date. Influencer unboxings can build massive anticipation.

Set a Realistic Budget

Your budget is more than just the cost of your product. You need to account for everything that goes into a high-quality mailer. Factor in:

• The Product: The retail value of what you’re sending.
• Packaging: This includes the branded box, tissue paper, filler, custom cards, and any extra marketing materials. Quality presentation isn't cheap, but it dramatically increases your chances of getting noticed.
• Shipping &, Handling: Don't forget this cost, especially for heavier items or international shipping.
• Associated Extras: Any other gift items, branded swag, or small treats you include to make the package special.

Knowing your all-in cost per package helps you determine how many influencers you can realistically reach and proves the ROI later.

How to Find Influencers Who Are a Perfect Match

The success of your campaign hinges on finding influencers whose audience overlaps perfectly with your target customers. It’s about alignment, not just follower count.

Go Beyond the Big Names

While a macro-influencer with millions of followers is tempting, micro-influencers (typically 10k-100k followers) and nano-influencers (1k-10k followers) often deliver better results for PR gifting. Their audiences are usually more niche, their engagement rates are higher, and their recommendations feel more like a trusted friend’s advice.

Start your search on the platforms where your customers hang out. For instance:

• On Instagram and TikTok: Search for hashtags relevant to your industry (e.g., #cleanbeauty, #homedecorideas, #smallbusinessowner). Look at the top-performing posts to find creators who are already leading the conversation.
• On YouTube: Search for product reviews, tutorials, or "vlogs" in your niche (e.g., “what I eat in a week,” “Skincare routine for dry skin”).
• Check Your Own Followers: Who is already tagging you, using your products, and loving your brand? These advocates are your warmest leads for a PR partnership because the relationship already exists.

Vet Them Thoroughly

Once you have a list of potential creators, it’s time to do your homework. A quick glance at their feed isn’t enough. Look for these key indicators:

• Engagement Rate: Don’t be fooled by a high follower count. Look at a creator's average likes and comments. A high number of followers with only a handful of comments per post is a red flag. A simple formula is: ((Likes + Comments) / Followers) x 100. A rate of 2-3% is decent, while 4-6%+ is excellent.
• Audience Vibe and Comments: Read the comments. Are they genuine conversations or just a string of emojis and spam? Does the audience seem like the people who would buy your product? The comment section is an unfiltered look into their community.
• Brand Alignment and Aesthetics: Does their content style fit your brand’s visual identity? If your brand is bright and colorful, an influencer with a muted, minimalist feed might not be the best fit.
• Previous Partnerships: Look at their past sponsored posts or gifted product features. Do they seem authentic? Or does their feed look like one giant advertisement? You want partners who are selective and whose recommendations carry weight. Also, check to see if they've promoted a direct competitor recently.

The Outreach: How to Ask (Without Being Awkward)

Your first contact sets the tone for the entire relationship. Spammy, impersonal messages will be ignored. Thoughtful, personalized outreach works.

Find Their Contact Information

Most professional creators make it easy to contact them for business inquiries.

• Check their social media bio for an email address.
• Look for a “contact” or “press” page on their blog or website.
• If they have an agent or manager, their contact details will often be listed. Always go through their representative if one is provided.

Avoid sending a DM unless their bio specifically requests it for collaborations. DMs can get lost easily, and a professional email shows you’re serious.

Craft a Personalized Pitch Email

A copy-paste template is instantly obvious. Your email should be short, respectful, and demonstrate that you’ve actually engaged with their content. Here's a simple structure that works:

1. A Specific Subject Line: Something like "A gift from [Your Brand Name]?" or "Loving your [specific type of content]!" works better than "Collaboration Inquiry."
2. The Personalized Opener: Mention a specific post, video, or story of theirs that you enjoyed. This shows you're a real fan. Example: “Hi Sarah, my name is Jane from Aura Skincare. I absolutely loved your recent video on building a morning routine – that tip about lemon water was a game-changer!”
3. The Introduction: Briefly introduce your brand in one sentence. Link this to their content. Example: “We make plant-based skincare designed for busy mornings, so your content really resonated with our team.”
4. The Ask: Be clear that you want to send them a gift with no strings attached. This is important. You are not asking for a post, you are offering a product for them to try. Example: “We’d be thrilled to send you our new Vitamin C serum to try as a thank you for the great content you create for your community. No obligation to post at all, we'd just love for you to experience it.”
5. The Close: End with a clear call to action. Example: “If you’re open to it, please let me know the best mailing address to send it to. Thanks for the consideration!”

Creating an Unforgettable Unboxing Experience

In a world where influencers receive dozens of packages a week, a brown box with a product inside won't cut it. The unboxing experience itself is part of the gift and a huge factor in whether or not they decide to share it.

1. Branded Packaging

Invest in custom-branded boxes, tissue paper, or tape. When an influencer sees your package arrive, it should feel premium and exciting from the moment it lands on their doorstep. This tells them you are a professional brand that cares about details.

2. The Handwritten Note

This is the most important element of your PR package. A generic, printed card is impersonal. A short, handwritten note referencing why you chose them specifically creates a personal connection that makes a huge impact. Mention something from your email outreach again, like how much you enjoyed a specific post. It shows you’re a human, not just a marketing machine.

3. Thoughtful Product Selection

Send full-sized products, not tiny samples that are difficult to experience fully. Curate the items to fit what you know about the influencer. If you notice they love a certain color or are dealing with a particular issue (like dry skin or a need for better organization), tailor the package to them. This level of personalization almost guarantees attention.

4. Add a Little Something Extra

Including a small, complementary item can make the package feel more like a true gift. This could be high-quality brand swag (like a tote bag or a branded tumbler), a delicious treat from a local business, or another product from a non-competing brand you admire.

Shipping, Tracking, and a Gentle Follow-Up

Once your beautiful package is assembled, the logistics come into play.

• Track Everything: Always use a shipping method with tracking. This helps you know when the package has been delivered so you can time your follow-up appropriately.
• Send a Heads-Up: Once you have a tracking number, send the influencer a quick, friendly email letting them know the package is on its way. This builds anticipation and helps them keep an eye out for it.
• Follow Up Gracefully: After the package is marked as delivered, wait a few days to a week before following up. Send a brief email simply to confirm they received it and to see if they have any initial questions. Phrase it as a customer service check-in, not a demand for content. You can say something like, “Just wanted to make sure the package arrived safely! Hope you love everything.”

Remember, this was a gift. Pestering them for a post will damage the relationship. If they love the product, they will likely share it organically.

After the Post: Measuring Success and Building Relationships

Your work isn’t done once the package is delivered. Now you can see the results of your efforts and turn a one-time gift into a long-term partnership.

• Monitor for Content: Keep a close eye on your brand mentions, tags, and story replies. When an influencer posts, be ready to engage immediately. Thank them in the comments or reshare their story to your own channel (always tag them!).
• Repurpose Their Content (With Permission): If a creator produces a beautiful photo or video, reach out and ask if you can feature it on your own social channels or website. Most are happy to agree, especially if you give them proper credit. This provides you with powerful social proof.
• Nurture the Relationship: Add these influencers to a dedicated list. Keep engaging with their content organically long after they've posted. When you launch your next product, they should be the first people you reach out to. Building a community of genuine advocates is the ultimate goal of influencer gifting.

Final Thoughts

Sending PR packages is about so much more than trading free product for exposure, it’s about building genuine relationships with people who can become true advocates for your brand. By being strategic, personal, and thoughtful in your approach, you turn a simple mailer into a powerful tool for organic growth and authentic connection.

Once that incredible content starts rolling in, organizing and scheduling it can become a challenge. At Postbase, we built a tool centered on modern social media, with a visual calendar that makes planning your influencer content across all platforms simple. Instead of juggling files and spreadsheets, you can see all your user-generated photos and videos laid out beautifully, ensuring you can share the buzz from your PR campaign consistently and effectively.