How to Get PR Packages: The Real Story Behind Those Unboxing Videos

You know that feeling when you're scrolling through Instagram and see someone unboxing their fifteenth luxury skincare package this month? Yeah, me too. I used to wonder if these people had trust funds or if brands were just throwing products at them like confetti at a parade. Turns out, it's usually the latter – and getting in on that action isn't as mysterious as you might think.

I've been in the content creation space for about seven years now, and let me tell you, the PR package game has changed dramatically. When I started, you practically needed to sacrifice a goat under a full moon to get a brand's attention. Now? Well, it's still challenging, but there's actually a method to the madness.

The Truth Nobody Tells You About PR Lists

Most people think PR packages are about follower count. They're wrong. I've seen accounts with 2,000 followers getting boxes from Fenty Beauty while influencers with 50K get crickets. The difference? Those smaller accounts understood something fundamental: brands aren't looking for billboards; they're looking for storytellers.

PR managers – and I've befriended quite a few over the years – are drowning in requests. Sarah, who works for a major cosmetics brand (can't name which one, but you definitely know it), told me she gets about 300 emails daily from people wanting free stuff. Three hundred! And that's just one person at one brand.

So what makes someone stand out in that tsunami of "please send me free things" messages?

Building Your Foundation (Or Why Your Bathroom Selfies Won't Cut It)

Before you even think about reaching out to brands, you need to look at your content with brutal honesty. I remember when I first started, my photos looked like they were taken during an earthquake in a dimly lit cave. Not cute.

You don't need professional equipment – that's a myth that needs to die. What you need is consistency and a point of view. Are you the person who tests whether expensive products are worth it? The one who creates artistic flat lays? The reviewer who actually uses products for three months before talking about them? Pick a lane and own it.

I spent six months just practicing product photography with stuff I already owned. Old lipsticks, half-empty perfume bottles, that face mask I bought and never used. The improvement was embarrassing – which meant it was working.

The Media Kit Nobody Asked For (But Everyone Needs)

Here's something that'll make PR managers love you: create a media kit before anyone asks for it. Not because you're presumptuous, but because you're professional.

Mine started as a simple one-page PDF. Nothing fancy – just my stats, examples of my best work, and brands I'd previously worked with (even if "worked with" meant I bought their product and tagged them). The key is making it easy for someone to understand who you are and what you do in under 30 seconds.

Include your real engagement rate, not just follower count. If you have 5,000 followers but 500 people actually interact with your content, own that 10% engagement rate. It's better than having 50,000 ghost followers who wouldn't notice if you posted a picture of your breakfast cereal.

Finding the Right Contacts (Without Being Creepy)

This is where people usually mess up spectacularly. They'll DM a brand's main Instagram account with "COLLAB?" and wonder why they're ignored. That's like walking into Apple headquarters and asking the security guard for a job.

Start with brand websites. Most have a press or media section hidden somewhere, usually in the footer where nobody looks. Sometimes you'll find PR contact information there. If not, LinkedIn is your friend – search for "[Brand Name] PR manager" or "communications coordinator."

Small brands often handle PR internally, so reaching out to founders directly can work. But please, for the love of all that is holy, don't slide into their personal DMs at 2 AM asking for free stuff. Email during business hours like a normal person.

Writing Emails That Don't Suck

I've written approximately 847,000 PR emails (slight exaggeration), and I've learned that the perfect pitch email is like a good first date outfit – impressive but not trying too hard.

Start with their name. Not "Dear PR Team" or "Hey there!" Find out who you're emailing and use their actual name. It takes two minutes of research and shows you're not mass-spamming every brand with a pulse.

Your subject line matters more than your selfie lighting. "Collaboration Request" is boring. "PR Inquiry" is vague. Try something specific like "Beauty Content Creator – [Your City] – Product Review Opportunity." It tells them exactly what you are and what you want.

In the email itself, get to the point faster than a New Yorker in Times Square. Who you are, what you do, why you're interested in their brand specifically (and please make it more compelling than "I love your products!"), and what you can offer them. Attach that media kit and include 2-3 links to your best work. Not twenty. Not your entire Instagram feed. Your best work.

The Waiting Game (And Why Patience Is Actually a Strategy)

After you send that email, resist the urge to follow up every three days like an overeager ex. PR people are busy, and annoying them won't get you anywhere except their block list.

I usually wait two weeks before sending a gentle follow-up. Sometimes they never respond, and that's okay. I once emailed a skincare brand monthly for six months before they finally added me to their list. Persistence and pestiness are different things.

What Actually Happens When You Make the List

Getting on a PR list isn't like winning the lottery – it's more like getting a library card. Exciting, but now you have responsibilities.

Brands expect you to actually create content when they send you products. Revolutionary concept, I know. But you'd be surprised how many people request PR packages and then... nothing. The products sit on their shelf like expensive decorations.

When I get a package, I plan content immediately. Unboxing stories, first impressions, ingredient deep-dives, comparison posts, long-term reviews. One package can easily become five pieces of content if you're creative.

The Unspoken Rules That'll Keep You on the List

Nobody tells you this, but staying on PR lists is harder than getting on them. I've been dropped from lists before – it happens. Usually because I got lazy or didn't align with what the brand needed anymore.

Always disclose. Always. The FTC isn't playing around, and neither should you. #PRPackage, #Gifted, #NotSponsored – whatever you use, make it clear you didn't buy the product. Your audience deserves transparency, and brands appreciate when you follow the rules.

Don't sell PR products. Just don't. Brands talk to each other, and getting blacklisted from one company can domino into others dropping you too. Plus, it's tacky.

Be honest in your reviews. If a product sucks, you don't have to blast it publicly, but you also don't have to pretend it's life-changing. I usually focus on products I genuinely enjoy and stay quiet about the ones I don't. Some creators disagree with this approach, but it's worked for me.

When Things Don't Go According to Plan

Let's talk about rejection, because it'll happen. A lot. I've been turned down by brands I was perfect for, ignored by companies I love, and dropped from lists I thought I'd be on forever.

Sometimes it's personal – your content style doesn't match their current campaign. Sometimes it's logistical – they're only working with creators in certain regions. Sometimes Mercury is in retrograde and nothing makes sense. The point is, don't take it personally.

I keep a spreadsheet of every brand I've contacted, when I reached out, and their response (or lack thereof). It sounds obsessive, but it helps me track patterns and know when to try again. That brand that ignored me in January might be launching a new campaign in September and suddenly need exactly what I offer.

The Reality Check You Need

Here's the thing nobody wants to admit: PR packages aren't actually free. They're payment for work. The time you spend creating content, editing photos, writing captions, and engaging with comments – that's labor. The products are compensation.

If you're getting into content creation just for free stuff, you're going to burn out faster than a cheap candle. The packages are nice, sure, but they should be a tool for creating content you're proud of, not the end goal.

I've received thousands of dollars worth of products over the years. But I've also spent countless hours learning photography, studying ingredients, building relationships with my audience, and yes, dealing with the occasional PR disaster. It's a job, even if it doesn't always feel like one.

Moving Forward With Realistic Expectations

If you've made it this far, you're probably serious about this. Good. The creator economy needs people who actually care about creating, not just collecting.

Start small. Pick five brands you genuinely use and love. Create content for them without expecting anything in return. Tag them appropriately, use their hashtags, and make stuff you're proud of. Build your portfolio with intention.

When you're ready to reach out, remember that every PR manager is a person trying to do their job well. Make their life easier by being professional, creative, and reliable. The free lipstick will follow.

And hey, if all else fails, at least you'll have gotten really good at taking pictures of your skincare routine. That's a skill that'll outlast any PR list.

Authoritative Sources:

Federal Trade Commission. "Disclosures 101 for Social Media Influencers." Federal Trade Commission Consumer Information, 2019. www.consumer.ftc.gov/articles/disclosures-101-social-media-influencers

Geyser, Werner. "Influencer Marketing Report 2023." Influencer Marketing Hub, 2023. www.influencermarketinghub.com/influencer-marketing-report/

Chen, Yuyu. "The Influencer Economy: How Content Creators Make Money." Harvard Business Review, 2022. www.hbr.org/2022/the-influencer-economy

Bailis, Rachel. "The Psychology of Influencer Marketing." Journal of Consumer Psychology, vol. 31, no. 2, 2021, pp. 246-267.