5 Crucial Tips for New Brands Preparing Their First PR Packages

Preparing a PR package can be a game-changer for new brands looking to make their mark. This article presents expert-backed strategies to help emerging businesses create impactful PR packages that resonate with their audience.

From crafting compelling stories to designing brand-reflective packaging, these insights will guide new brands towards creating PR packages that leave a lasting impression.

• Craft a Compelling Story Beyond Announcements

• Design Packaging That Reflects Your Brand

• Personalize Packages With Thoughtful Touches

• Align With Creators and Handle Follow-ups Professionally

• Strategize Your PR Package for Maximum Impact

Craft a Compelling Story Beyond Announcements

No one wants to hear that you are pleased or proud or humbled to announce your own news. Rather than sending only a launch announcement, be sure to frame it in terms of a story that will resonate with readers, either based on a story only you can tell as a founder (i.e., your unique original story or the idea for change that drives your passion and brand) or by connecting the dots between what you're launching and a topic that fits the news cycle. Then make sure you are prepared to speak to that story or idea. It also helps if you have already primed interest in your brand with thought leadership, if it's a B2B brand, or strong narratives, if it's either B2C or B2B.

Christopher Fox, Founder, Ideas-Led Growth

Design Packaging That Reflects Your Brand

Make sure the packaging tells your story before customers even open it. People are inundated with samples, so your presentation needs to feel intentional and on-brand. A handwritten note, cohesive visuals, and a clear reason why you're sending the package go a long way in making it memorable and shareable.

Dan Bowen, CEO, BOWEN®

Personalize Packages With Thoughtful Touches

For a new brand venturing into the world of PR packages, my best piece of advice is to make it personal and memorable. In a sea of mail and digital noise, a genuine human touch can truly set you apart. Consider including a handwritten note that shares the story and passion behind your brand, making a direct connection with the recipient.

Furthermore, think beyond just sending your product. Curate the package to tell a story and offer an experience. Perhaps include a small, unexpected item that complements your brand or reflects its values. This thoughtful gesture can leave a lasting positive impression and make your package stand out from the rest, increasing the likelihood of genuine engagement and coverage.

Bruce Fisher, Owner, Hawaii Aloha Travel

Align With Creators and Handle Follow-ups Professionally

The goal isn't just exposure—it's alignment. Make sure the creators you're targeting genuinely connect with your brand's values and audience. Personalize the outreach, explain why you chose them, and offer creative freedom so their content feels authentic, not scripted.

From a reputation standpoint, the way you handle follow-up matters as much as the package itself. Stay professional if there's no post or unboxing—creators talk, and how you treat them behind the scenes can shape how others perceive your brand for years to come.

Chris Hinman, Chief Executive Officer, TheBestReputation

Strategize Your PR Package for Maximum Impact

When sending out your first round of PR packages as a new brand, including compelling data points and brand stories is a crucial first step. Here are additional elements to consider:

1. Personalize each package: Research the recipient thoroughly and tailor your package to their specific interests and content style. Mass-produced, generic packages rarely stand out in a sea of PR mailings.

2. Focus on quality over quantity: Rather than sending packages to hundreds of influencers or media outlets, select a smaller group of genuinely relevant contacts whose audience aligns with your brand values. This targeted approach typically yields better results than broad distribution.

3. Make it visually consistent with your brand: Ensure packaging, materials, and presentation reflect your brand aesthetics and values. This reinforces brand recognition and demonstrates attention to detail.

4. Include a clear call to action: Be specific about what you hope the recipient will do (post review, feature in article, etc.) and provide relevant hashtags, handles, and key messages.

5. Follow up thoughtfully: Plan a gentle follow-up strategy that respects recipients' time while ensuring your package hasn't been overlooked. Many PR professionals recommend following up 7-10 days after the package is received.

6. Make it shareable: Design your package with "Instagram moments" in mind - visually striking elements that recipients will want to share on social media, providing you with additional exposure.

7. Measure results: Set clear metrics for what success looks like before your campaign launches. Track metrics like engagement, reach, and conversion rates to understand your ROI and refine future PR efforts.

8. Consider sustainability: Increasingly, media professionals and influencers appreciate environmentally conscious packaging. Excessive waste can create negative impressions, while thoughtful, sustainable packaging aligns with growing consumer values.

Remember that your first PR package is setting the tone for your brand's media relations. It's worth investing time to get it right rather than rushing to send something mediocre.

Anika Jackson, Brander, Podcaster, and Professor, Your Brand Amplified Inc.