PR package: what to include, which box and the FTC rule

What goes in a PR package

• The product. Full size if you can. A sample reads as an afterthought.
• A short card. Who you are, what it is, and one thing to try first.
• A story hook. Why it exists, in one line.
• A next step. A code, link or question, printed on the card.
• The box. The part that gets filmed, so it has to carry the brand.

Keep the order simple. Decide what comes out first, second and last. The full logic is in unboxing experience.

Which box for a PR package

A mailer goes in the mail with nothing around it, so it ships and opens in one box. Print the inside of the lid, since that's what gets filmed.

The FTC rule your recipients need to follow

The FTC's page for creators, Disclosures 101 for Social Media Influencers, says free or discounted products from a brand count as a material connection. If an influencer mentions the brand's products, they must disclose it, even if they weren't asked to mention that item.

• Place the disclosure with the endorsement. Not hidden in a profile or behind a MORE link.
• Use clear wording. The FTC lists ad, sponsored or a thank-you for the free product as clear. Vague terms like sp or collab on their own are not.
• Don't ask for a positive review. Recipients can't discuss a product they haven't tried or call something great if they didn't like it.

That page speaks to influencers, not to brands, so we won't claim what it doesn't say about brand duties. A one-line reminder printed on your card costs nothing. For the sending side, see influencer packaging.

Make it easy to recycle

Recipients often show the bin along with the box. The EPA reports corrugated boxes were recycled at 96.5% in 2018 on its paper and paperboard page. A plain paper box starts with that advantage. Lamination and window film add plastic, so skip them if recycling is part of your pitch.

When not to send a PR package

Send fewer, better ones. 50 units is enough to test a box with real recipients before a bigger run.

• You can't afford the product plus postage for the whole list. Cut the list, not the box.
• You expect guaranteed coverage. You can't buy that with a gift, and the FTC rule exists to keep it honest.
• You need boxes for a launch next week. Production is 10–12 days plus shipping, so it won't make it. Buy stock boxes now and switch to custom for the next run.
• You need fewer than 50. A stock box with a printed sticker costs less.

If you need 50 or more, send the product's length x width x height and tell us how it should be opened. We draw the box for free.