How to Create a PR Box for Your Small Business (And Should You Send On

A PR box is a great way to introduce your products to influencers, journalists, and bloggers in a creative, memorable way. It’s essentially a gift box filled with your product (or a sample of it) that’s designed to leave a lasting impression. But is it always the right move to send one out as a small business? Here’s how to create a one, and some advice on when it’s a good idea to send one out.

What is a PR Box?

A PR box is a curated package sent to media outlets, influencers, or potential partners, filled with your products and branded materials. It’s meant to create buzz and get people talking about your business, whether through social media shoutouts, product reviews, or media coverage.

What to Include in a PR Box:

Your Product(s)

The star of the PR box is your product. Whether it’s a new launch or one of your bestsellers, make sure the product is well-presented and easy for the recipient to test out or use.

Branded Packaging

First impressions count, so make sure the packaging reflects your brand. Use branded tissue paper, custom stickers, or even a branded box to give it a professional, cohesive look.

A Personalized Note

Adding a handwritten note or a personalized message makes the PR box feel special. It could be as simple as thanking the recipient for their time or explaining why you’re excited for them to try your product.

Contents of the cardboard box include two neatly wrapped packages in gray and white paper. Each package features a custom sticker sheet labeled "Custom Paper Sticker Sheets - Single Design" from impack.co, adding a touch of personalized packaging.

Product Information

Include a card or pamphlet with key information about your product. This can include its benefits, ingredients, or a quick backstory of why you created it. Make it easy for the recipient to understand the value of what they’re receiving.

Brand Collateral

Add items that reinforce your brand’s identity, like stickers, a business card, or a small promo item. This is your chance to remind the recipient who you are and what you stand for.

Social Media Handles & Hashtags

If you're hoping for social media coverage, don’t forget to include your Instagram handle, TikTok username, or hashtags you’d like them to use when they post about your product.

A Fun Extra (Optional)

To make your box stand out, consider including a small extra gift like a branded tote bag, a sample of another product, or something relevant to your industry that adds value.

How to Create Your PR Box:

Select the Right Products: Choose the product(s) you want to highlight. Make sure it’s something you’re proud of and believe will resonate with the recipient.
Design the Box: Customize your box to align with your brand. This doesn’t have to be expensive—simple touches like branded stickers, tissue paper, or eco-friendly wrapping can elevate your packaging.
Add Personalization: Make the PR box feel special by adding a personal note. This helps you connect with the recipient on a human level, making them more likely to engage with your brand.
Make it Easy to Share: If you want your PR box to get shared on social media, make it easy for influencers or journalists by including your social handles, hashtags, and a visually appealing unboxing experience.

Your Blog Post Title

Is It a Good Idea to Send Out a PR Box For Small Businesses?

PR boxes can be a great tool, but they also come with costs, so it’s important to make sure you’re sending them out strategically. Here’s when it makes sense to send out a PR box:

When to Send a PR Box:

Product Launches: If you’re launching a new product, sending a PR box can create buzz and help generate early reviews or social media exposure.
Seasonal Campaigns: Sending PR boxes around key seasons (like holidays) with limited-edition products or promotions can help get your brand noticed during busy shopping periods.
Influencer Campaigns: If you’ve identified influencers who align with your brand, a well-crafted PR box can give them the incentive to try your product and share it with their followers.
Collaborations: If you’ve teamed up with another brand or business, a PR box is a great way to showcase that partnership in an engaging way.

When to Hold Off:

No Clear Campaign or Objective: Don’t send a PR box just for the sake of it. Without a clear goal (like a product launch, promotion, or collaboration), it may not have the desired impact.
Budget Constraints: PR boxes can be costly to create and ship, so make sure you’re sending them to recipients who are likely to generate a return (either through media coverage, social posts, or potential partnerships).
No Targeted List: Sending out PR boxes without a targeted list of recipients is a gamble. Focus on sending boxes to people who are genuinely interested in your product or industry.