Updated for 2027 (UK): A PR box, also called a PR package or press kit box, is a parcel a brand sends free to journalists, editors and influencers, usually containing new products and information about them, in the hope of being featured. PR boxes are common in beauty, fashion, food and drink, and lifestyle. Here is what goes inside, who should receive them, and when they actually lead to coverage.
What is inside a PR box
- The product being launched, often in full size.
- A short printed note explaining what is new and why it matters.
- Key facts: price, where to buy, launch date and a contact.
- A link or QR code to high-resolution photos and the press release.
- Branded packaging designed to be photographed and shared.
Who receives PR boxes
- Journalists and editors who cover your category.
- Influencers and content creators whose audience matches your buyers.
- Stylists, buyers and event organisers in some sectors.
When a PR box works, and when it does not
A PR box works when the product is genuinely new, the list of recipients is small and well chosen, and there is a clear story. It fails when boxes are sent to people who do not cover the category, when there is no follow-up, or when the brand expects a guaranteed post in return. Journalists and influencers receive many boxes; most are never featured. If posts are agreed in return for products or payment, UK advertising rules require them to be labelled as advertising.
How to make a PR box more likely to lead to coverage
- Choose 20 to 50 recipients carefully, instead of hundreds.
- Send a short personal email first, asking if they would like the product.
- Include one clear story, not a catalogue.
- Follow up once, a week later, with the press release and photos.
- Track every feature and thank the people who covered you.
PR box or guaranteed coverage?
A PR box is a hopeful gesture: you cannot know who will feature you, or when. If you need coverage on a set date, for a launch, funding round or event, guaranteed placement is the reliable choice. See our publications list and lifestyle, fashion and luxury PR. United Press, trusted since 2001, was the first PR agency in the UK to guarantee publication, with every publication and date agreed in writing.
PR boxes: questions we are asked
What does PR box mean?
It is a free parcel of products and information that a brand sends to journalists and influencers, hoping they will feature the products.
Do influencers have to post about a PR box?
No. A PR box is a gift. If a post is agreed in return, it becomes advertising and must be labelled as such under UK rules.
How many PR boxes should a brand send?
Fewer than most brands think. A small, well-chosen list of 20 to 50 recipients usually beats a mass mail-out.
Is a PR box the same as a press kit?
A press kit is the information: press release, photos and facts. A PR box usually includes the press kit plus the product itself.
Can I get guaranteed coverage instead?
Yes. United Press offers guaranteed placement, with every publication and date agreed in writing.