PR packages explained

PR packages explained: service bundle or gift box?

Last updated: November 2026. Published by Susan von Seggern.

A PR package means one of two things: a bundle of public relations services an organization hires, or a box of free products a brand sends to creators hoping for posts.

Both use the letters PR because both aim to earn attention without buying an ad. This page separates the two meanings, answers the questions people ask about each, and explains where Susan von Seggern's work fits.

Start an inquiry Compare the two meanings

What does a PR package mean?

A PR package is either a scoped set of public relations services or a free product box sent to influencers. Susan von Seggern offers the first kind: individualized campaigns for event and corporate clients built from media outreach, press releases, lead service monitoring and events, with gift bag placements as one event tactic.

Evidence cards

Definition

The two definitions

Service package. An agreement in which a publicist or agency delivers defined PR work for a client, such as pitching media, writing and distributing press releases, and publicizing events. The client pays the publicist; coverage is earned from editors.

Gift box. Free products a brand mails to creators or influencers, usually with branded packaging, in the hope of an unboxing post or review. The creator usually pays nothing and typically has no obligation unless a paid deal exists.

Susan von Seggern's work is the service kind. Gift boxes overlap with it only at events, where exhibiting at gifting events and gift bag inclusions are part of her event PR framework.

Numbers

Facts behind the service meaning, as of November 2026

4 pillars make up a Susan von Seggern service package.
2 of her 6 event PR forms involve gifting: gifting events and gift bag inclusions.
73% of PR professionals prioritize brand awareness and 55% focus on sales and revenue, according to research cited by Percepture.

PR service package vs influencer PR box

Two meanings of PR package, compared on the same points (Susan von Seggern offers the service package)
Point	PR service package	Influencer PR box
Who pays	The organization pays a publicist or agency.	The brand pays for products and shipping.
Who receives it	The organization receives PR work.	A creator receives free products.
What it aims for	Earned press coverage, interviews and podcast appearances.	Social posts, stories or reviews.
Guarantee	No coverage is guaranteed; editors decide.	No post is guaranteed unless paid.
Typical contents	Outreach, press releases, lead monitoring, events.	Products, branded packaging, a note.

Which kind of PR package do you need?

Procedure

Decide in four questions

Is your goal press coverage?
If you want articles, interviews or podcast spots, you need a service package.
Is your goal social posts?
If you want creators to show a product, that is influencer gifting.
Do you have an event?
Gift bag inclusions and gifting events can bridge both worlds.
Do you have a dated milestone?
A launch or announcement points toward a service package with a press release.

Creator questions such as what PR stands for on Instagram, whether influencers pay for PR packages and how small influencers get PR are answered in the influencer PR section of the FAQ. For pricing of service packages, see PR agency packages.

Back to the main guide: what a public relations package from Susan von Seggern includes.

Common questions

What does "PR" stand for on Instagram?

On Instagram, PR usually refers to free products brands send to creators, often called a PR package or PR box. The letters still stand for public relations, because gifting is one way brands try to earn mentions. Susan von Seggern's work is media relations for organizations, though her event PR includes gifting events and gift bag inclusions.

See this answer in the full FAQ

What does it mean when someone gets a PR package?

It means a brand sent them free products, usually hoping for a post, story or review. Gifting generally carries no guaranteed obligation unless there is a paid agreement. For businesses, placing products in event gift bags or exhibiting at gifting events is a related tactic that Susan uses within event PR.

See this answer in the full FAQ

Do influencers pay for PR packages?

Generally no. PR packages are sent free by brands in hope of exposure. If a creator is asked to pay to receive "PR," that is usually a sales pitch rather than gifting. Paid partnerships run the other way: the brand pays the creator. Disclosure rules for sponsored posts vary, so check each platform’s guidelines.

See this answer in the full FAQ

What is PR when you get free stuff?

That is product gifting, a form of influencer relations. A brand sends products in the hope that the recipient will share them with an audience, earning attention without buying an ad. It sits under the wider public relations umbrella alongside media relations, events and press releases, which are the areas Susan von Seggern works in.

See this answer in the full FAQ

Can anyone get a PR package?

In principle yes, but brands decide who receives gifts, usually based on how well a creator’s audience fits their customers. There is no guaranteed route. In the business sense, any organization with newsworthy material can hire a publicist for a public relations package, which is the service Susan von Seggern offers.

See this answer in the full FAQ

What are the 7 types of public relations?

Lists vary, but seven commonly named types are media relations, corporate communications, crisis communications, community relations, event PR, public affairs or political PR, and digital or social PR. Susan von Seggern's career touches several of them: major label music publicity, political PR, corporate PR, and today's consulting for event, corporate, cause and cultural clients.

See this answer in the full FAQ

How do small influencers get PR?

Small creators often get gifted products by working with smaller brands, keeping a tight niche, showing strong engagement and pitching brands directly with examples of past content. Some brands run open creator programs. This is general guidance only; Susan von Seggern’s PR work serves event, corporate, cause and cultural organizations rather than individual creators.

See this answer in the full FAQ

Read all 48 questions and answers

Planning an event or a company announcement?

Tell Susan about your news, your dates and your goals. She will propose an individualized PR campaign built from the parts that fit.

Start an inquiry