PR AGENCY DIARIES: PR KITS FOR INFLUENCERS AND MEDIA – ARE THEY WORTH IT?
A few years ago, a top media maven (who will remain anonymous) set up a burner Instagram account under the name “Shit PR packages” in which she would share, well, shit PR packages.
She’d also (anonymously) berate the PR companies for sending absolute crap that she was going to send straight to landfill – creating unnecessary waste.
So now with the state of the planet in less than tip-top shape, it’s more important than ever that PR kits are actually, well, not shit.
Especially when Instagram and TikTok influencers are flooding our feeds with “unboxing videos,” where they painstakingly unpack the contents of these packages. Nothing sounds duller right? But strangely enough, it’s hugely captivating content - drawing thousands of views and more than a few ‘add to carts’.
But with hundreds, sometimes thousands of dollars going into the creation of these kits, not to mention the time and effort required behind the scenes, are they worth it for content that will most likely live and die in a day?
The answer is yes – and no! And like any good argument we’ve unpacked both sides of the issue so suggest you read on to shed some light on the truths behind the tissue paper...
THE PROS:
PR kits are a great way to spread mass awareness for your product or brand – if you do it right. By sending people of influence cool stuff they’ll actually use – they’re more likely to share it with their audience, genuinely wanting them to experience the products too.
To ensure success in a sea of insta stories, make sure those PR kits are full of exciting and on theme products – so no, a $5 bunch of flowers and some lollies in a crappy box ain’t it.
And when it comes to sending those parcels out - military precise timing and thinking ahead is key. Sounds like common sense, but don’t send a package on a public holiday and if it’s during a workday, a journo won’t thank you if you send a lovely food parcel to their house to rot in the sun on their doorstep.
Also, think carefully about who/which influencers and media you're investing these PR kits (AKA money) in. There's no point sending your $50 kit to a celeb with 200k followers who never shares PR parcels and has no relationship with your brand - you might as well set that money on fire.
But if you do get that send-out list right, PR kits work. By treating influencers and media contacts to an exclusive sneak peek of your product, you'll create online hype and have new fans chomping at the bit to be added to your next freebie list.
Because a little gifting can go a long way when you’re trying to get into the good books of those power players – but don’t chase them up with “just checking you got this?” emails in the hopes of coverage, under the guise of a freebie just to treat them. This is where nuanced, genuine relationships are critical (see blogs on staging an event to build loyalty, and how to work with journalists).
And if the product is something these people could easily afford to buy themselves (i.e. it doesn’t have a very high value exchange in silo) – think a $20 mascara – get creative with the supporting elements, like exciting packaging or delivery service. Send them that mascara on horseback if you have to.
THE CONS:
PR kits can be extremely expensive to create and distribute, especially if they contain high-quality products, personalised items and need to travel far via courier. It’s also very much a numbers game with volume critical for success in most cases given a certain percent of recipients won’t post – this is usually around the 20-30% mark (unless of course you have a banging PR agency with cracker relationships in your corner). If you can’t afford to do a decent amount it’s not really worth doing it at all and for small businesses or startups with limited budgets, the cost of producing PR kits will almost always outweigh the potential benefits.
And despite the initial excitement generated by PR kits, their long-term impact on brand awareness may be difficult to measure - so they should ALWAYS be used in conjunction with a full 360 marketing strategy to ensure you’re covering all bases.
Because while everyone loves the fun of pulling together a media kit (ordering custom cookies or instax cameras en masse can make you feel like Santa) - they aren’t always the best solution to your problem. Consider whether you should instead be using that budget for a savvy media partnership or partnering with a handful of higher profile influencers and using them in a paid capacity where you can more tightly control the messaging and outputs.
In a saturated market, it can be challenging to stand out among competitors and capture the attention of busy journalists and influencers so keep this in mind when assessing whether your PR kit idea is actually going to do the job you need it to.
Plus, as always, time is money, and sometimes creating and managing PR kits requires time, effort, and resources that could be better used elsewhere. Making up those (often little) packages can take countless hours, effort, and resources that could be better used elsewhere. From designing and assembling the kits to coordinating distribution and follow-up, managing PR campaigns can be labour-intensive and divert attention from other strategic priorities - so always make sure you check your objective before you set out.
Still baffled about whether a PR kit is the right move for your business? We can help with that…
