Why Do Brands Send PR Packages?

Have you noticed your favorite influencer or celebrity receiving PR packages from prominent brands, and have gotten jealous because they get it for free? Well, welcome to the club. 

 With the blooming of the social media age that we are in, it is normal for brands to send influencers and celebrities their products or new launches. Brands handpick influencers and celebrities depending on what their product is, and the consumers they want to target. These products can range from a couple of dollars to hundreds worth. Products can range from makeup, skincare, beauty tools, band merch, and even trips. There are no contracts or financial incentives for the influencer or celebrity to give a good review, the brands do it for free. The only incentive for these PR packages is for the influencer or celebrity to give an honest review of their products or get featured on their social media. These influencers or celebrities have a huge following which also means that they have a big influence. Essentially, PR packages are a way to raise brand awareness and generate sales by utilizing influencers and celebrities for free advertising, and in return, the influencer or celebrity gets to try the product for free. 

 According to the Digital Marketing Institute, “49% of consumers depend on influencer recommendations, 40% had purchased something after seeing it on Twitter, YouTube or Instagram. If consumers feel confident about an influencer's recommendation, they are more likely to make a purchase.” 

 Influencers and celebrities have a big influence on us when it comes to buying power. As consumers, we put our trust in these people because we can relate to them, and their opinion matters to us. From a PR point of view, PR packages are a great way for brands to target consumers. Influencer and celebrities have a big followings and influence, so why not use it to their advantage to create brand awareness and generate sales by using the trust they instill with their following.  

Bio: I am Angel Castaneda; I am a junior at California State University of Northridge where I am studying public relations. My goal after graduating is getting a job within the social media world and working with influencers from other countries.