Short answer: “PR package” has two meanings. In business, a PR package is a set of public relations services sold together, usually articles in named publications, a press release and expert support, for an agreed price. In influencer marketing, a PR package (or PR box) is a box of free products a brand sends to journalists and influencers, hoping they will talk about it. This guide explains both, what is included, and how to choose the right one.
The two meanings of “PR package”
| Meaning | What it is | Who uses it |
|---|---|---|
| Agency PR package | A bundle of PR services: press coverage in named publications, a press release, interviews or a founder profile, sold together. | Companies, founders, executives, start-ups, authors, artists and visa applicants |
| Influencer PR package (PR box) | A gift box of free products sent to influencers, journalists or celebrities before or at a launch. | Beauty, fashion, food and lifestyle brands |
What is included in an agency PR package?
- Press coverage in named newspapers, magazines and news websites, such as an article or a founder interview.
- A press release, written for you and sent to the right media.
- Story planning: finding the angle that makes editors interested.
- Writing: articles, quotes, a company profile or an expert comment.
- Links and reports: live links to every article, so you can share them with clients, investors and on your website.
- Optional extras: photos, media training, social media posts, AI search visibility and reputation protection.
Common types of PR packages
| Package | Best for | What you get |
|---|---|---|
| Press release package | News: launches, funding, awards, events | A written press release and distribution to news sites and media |
| Media placement package | Brand trust and credibility | Articles in named publications, agreed in writing before work starts |
| Launch package | New products, apps, books and shows | Press release, launch articles and media outreach timed for launch day |
| Founder or executive profile | Personal brand and thought leadership | Interviews and profile articles about you and your expertise |
| Reputation package | Negative press or reviews | Removal of harmful links and reviews, plus positive coverage to replace them |
| Monthly PR retainer | Steady, long-term coverage | Ongoing media outreach, stories and reporting every month |
How agency PR packages are priced
Good packages are priced by what you actually get. United Press prices per placement: you see each named publication and its price before any work starts, agreed in writing. The price of a package depends on:
- The publications: national and international titles cost more than small websites.
- The type of article: staff-written features cost more than labelled sponsored posts.
- Length, photos and links in each article.
- Speed: rush placements cost more.
- Countries: coverage in several countries or languages.
See our guides to PR pricing in the UK and how much PR costs.
What is an influencer PR package (PR box)?
An influencer PR package is a box of a brand’s products sent free to influencers and journalists. Brands use it to get unboxing videos, reviews and posts, especially for beauty, fashion and food launches.
- What is inside: the new product, a short note about it, the launch date and, often, branded packaging that looks good on camera.
- What works: a personal note, products that suit the person, and no pressure to post.
- The rules: in the UK, the ASA and CMA expect influencers to make clear when a product was gifted, and to label posts as ads when the brand pays or controls what is said.
A PR box gets attention on social media. An agency PR package gets you articles in real publications, which last longer and are what Google and AI tools use when people search your name.
How to choose a PR package
- Ask for the names of the publications before you agree.
- Ask who writes the article and whether you approve it.
- Ask if it is labelled as sponsored or written by the editorial team.
- Ask for live links and a simple report at the end.
- Check the countries: the coverage should reach your customers.
- Get it in writing: every title, price and deadline.
Related guides
- What is a media placement?
- Press release distribution services UK
- What is a PR retainer?
- Influencer PR agency UK
- What is PR?
Questions people ask
What is a PR package?
A PR package is either a bundle of public relations services sold together, such as press coverage in named publications and a press release, or a box of free products a brand sends to influencers and journalists.
What does PR package mean?
PR stands for public relations. In business, a PR package means a set of PR services for one agreed price. On social media, a PR package means a gift box of products sent to influencers.
What is included in a PR package?
An agency PR package usually includes articles in named publications, a press release, story planning, writing and live links to every article. Some include photos, media training and reputation work.
How much does a PR package cost?
It depends on the publications, the type of article and the speed. United Press prices per placement, so you see each publication and its price before work starts.
Are PR packages worth it?
Yes, when the publications are named in advance and match your customers. Articles in trusted publications build credibility and show up on Google and in AI answers for years.
What is a PR box?
A PR box is another name for an influencer PR package: a gift box of products sent to influencers and journalists to get reviews and posts.
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