4 Common PR Package Mistakes Brands Make with Influencers

Wrong Vibes, Low ROI & Personalized Tactics That Actually Work

June 01, 2025

In the world of influencer marketing, PR packages play a crucial role in brand collaborations. However, many brands unknowingly make mistakes that can hinder their success in this competitive space.

This article explores common PR package pitfalls and offers expert-backed strategies to help brands maximize their influencer partnerships.

  • Personalize PR Packages for Each Influencer

  • Align Logistics with Marketing Strategy

  • Build Genuine Connections Beyond Freebies

  • Focus on Quality Metrics Over Follower Count

Personalize PR Packages for Each Influencer

A common mistake brands make when sending PR packages to influencers is failing to personalize the approach. Instead of tailoring packages to the unique audiences and interests of each influencer, brands often send identical packages. This lack of personalization can reduce the effectiveness of the collaboration, leading to missed opportunities and a disconnect with audiences. For example, a skincare brand might send the same products to diverse influencers without considering their specific content styles.

Mohammed Kamal, Business Development Manager, Olavivo

Align Logistics with Marketing Strategy

One of the biggest mistakes I see brands make when sending PR packages to influencers is treating logistics as an afterthought rather than a strategic component of their influencer marketing.

Having worked with thousands of e-commerce brands on their fulfillment strategies, I've witnessed countless PR packages arrive damaged, late, or to the wrong address – immediately undermining the brand experience before the influencer even sees the product. This happens because companies often separate their marketing and logistics operations instead of viewing them as interconnected parts of the same customer experience.

Here's a real example: A beauty brand we worked with was sending inconsistent PR packages to different tiers of influencers. Their micro-influencer packages were being shipped from their in-house operation with basic packaging, while their celebrity packages were handled by a premium 3PL with custom unboxing experiences. The result? Their micro-influencers (who actually had higher engagement rates) felt undervalued and posted less enthusiastic content.

The solution isn't necessarily spending more money – it's about strategic coordination. Create clear documentation that connects your marketing vision with practical logistics execution. Establish consistent quality standards across all packages, regardless of the influencer's follower count. And ensure your fulfillment team understands the strategic importance of these packages – they're not just another order; they're a critical marketing touchpoint.

Remember, influencers are professional content creators who evaluate your brand from the moment your package arrives. The shipping experience signals how much you value their partnership and sets the tone for the relationship. When logistics and marketing work in harmony, your PR packages become powerful tools for authentic advocacy rather than missed opportunities.

Build Genuine Connections Beyond Freebies

One big mistake brands make with PR packages is treating influencers like vending machines. They send products without considering if they fit the creator's style or audience. Imagine receiving a fancy coffee maker when you hate coffee; that's a quick way to waste effort and money.

Brands often overlook personalization. Influencers want to feel seen, not like a number on a list. A thoughtful note or packaging tailored to the creator's vibe goes a long way. It shows respect and builds goodwill.

Also, timing matters. Sending packages too late or without clear instructions can leave influencers confused or uninterested. Keep it simple. Make it easy for them to share your product without guesswork.

Bottom line: build genuine connections. PR isn't just about giving freebies. It's about sparking a story influencers want to tell. Do that, and you'll turn one-time sends into lasting partnerships.

Mike Khorev, Managing Director, Nine Peaks Media

Focus on Quality Metrics Over Follower Count

Brands typically overvalue followers and impressions in their requirements for briefings.

As a result, they often have a heavy focus on vanity metrics to analyze a successful campaign.

A better approach is to focus on:

- Quality and location of comments

- City and country demographics

- Quality of content (Is it reusable?)

- A package that includes a blog/YouTube feature for lasting ROI

Brands need to look long-term and research beyond vanity metrics to create successful campaigns.