How to Get PR Packages as an Influencer

What is a PR package, exactly?

A PR package is a collection of products that a brand sends to an influencer or creator for free in exchange for exposure. It could be anything from skincare and clothing to tech gadgets and food products. The brand hopes you'll try the products, enjoy them, and share them with your audience.

Unlike paid collaborations, PR packages aren't about money. They're about visibility. The brand gets authentic content and you get products you can actually use.

According to a survey by Influencer Marketing Hub, over 60% of brands send PR packages as part of their marketing strategy. Yet many creators find it hard to get selected. The truth is, it rarely comes down to luck. It comes down to strategy.

What brands actually look for

Before you start sending requests, you need to understand what makes a brand choose you. It's rarely about follower count.

Engagement beats follower count

An account with 3,000 followers and 8% engagement is often more attractive to brands than one with 50,000 followers and 0.5% engagement. Brands want to see that your audience actually listens to you.

Niche relevance

If you create content about sustainable living, an eco-conscious beauty brand will see you as a perfect match. But a gaming brand? Probably not. The clearer your niche, the easier it is for brands to see the connection.

Content quality

You don't need a professional camera crew. But your photos and videos should be thoughtful, well-lit, and consistent in style. Brands scroll through your feed before making a decision.

Professionalism

Response times, clear communication, and delivering on your promises. It sounds simple, but it's one of the most common reasons brands pass on creators.

Step by step: How to start getting PR packages

Step 1: Define your niche clearly

Look at your last 20 posts. Is there a common thread? If not, start narrowing down. Brands look for creators who consistently talk about topics that align with their products.

Strong niches include: sustainable fashion, skincare and beauty, fitness and wellness, food and recipes, tech and gaming, parenting, or home decor. The more specific you are, the less competition you face.

Step 2: Build a professional media kit

A media kit is your digital resume as a creator. It shows who you are, what audience you reach, and what you can offer. Without a media kit, brands will see you as unprofessional, no matter how good your content is.

Your media kit should include: a short bio, your platforms and follower counts, engagement statistics, audience demographics, examples of past collaborations (if you have any), and contact information.

Not sure how to create one? Read our guide: What is a media kit for influencers?

Step 3: Grow through genuine engagement

Instead of chasing followers, focus on building an engaged community. Reply to comments, ask questions in your stories, start conversations. The algorithm rewards engagement, and so do brands.

Some practical tips: post consistently (3-5 times per week), actively use stories and reels, collaborate with other creators in your niche, and genuinely interact with your followers.

Step 4: Make yourself discoverable

Many brands actively search for creators. Make sure they can find you.

• Optimize your bio with clear keywords (e.g., "Sustainable lifestyle | Stockholm")
• Use relevant hashtags consistently
• Tag brands you already use and love
• Register on platforms where brands search for creators

Step 5: Actively seek out brands

Don't wait for brands to find you. The most successful creators take the initiative and reach out to brands that match their profile.

You can reach out directly through brand websites, contact them via email, or use platforms that connect creators with brands. The key is being proactive and showing the brand exactly why you're a good match.

Common mistakes that kill your chances

Even if you're doing a lot right, there are a few mistakes that can disqualify you immediately.

• Generic messages. "Hi, I love your brand, can I get free products?" never works. Brands see hundreds of these messages every day.
• No media kit. Without a media kit, the brand has no data to make a decision. It doesn't matter how good your content is.
• Irrelevant brands. Pitching a luxury beauty brand when your content is about gaming shows you haven't done your research.
• Asking for payment upfront. PR packages are about products, not money. If you want to get paid, pitch a paid collaboration separately.
• Inconsistent content. If you post once a month, it signals to brands that their products won't get the exposure they're hoping for.

The numbers behind PR packages

Here's some data to help you calibrate your expectations:

• Creators with 1,000-10,000 followers average 4% engagement, which is a sweet spot for many brands.
• Around 70% of brands prefer working with micro-influencers (under 50,000 followers) for PR sends.
• The average response rate on cold DMs to brands is below 5%. A structured pitch with a media kit can increase that number significantly.
• Creators who post at least 3 times per week receive on average twice as many brand inquiries.

Summary

Getting PR packages isn't about luck or having the most followers. It's about being strategic: define your niche, build a professional media kit, grow through engagement, and actively seek out brands that match your profile.

Platforms like Unwrappa let verified creators browse brands and apply for collaborations directly. Instead of sending cold DMs, you can pitch directly to brands that are actively looking for creators like you.