The Secrets To Getting PR From Brands
We’re only a few months into the year so far, but I've been fortunate enough to receive some amazing PR packages from some of my favorite brands like It Cosmetics, amika, Laneige, and more.
Sharing these goodies with you over on Instagram is something that I love to do to help you learn more about new launches and whether or not they’re worth your money.
But in addition to getting inquiries about these products, I often get questions about how this whole beauty PR package thing works and I’m happy to tell you more.
The Secrets To Getting PR From Brands
Let's dive into the behind-the-scenes of how you can snag a spot on your favorite brand's PR list.
I’ll be mainly sharing my experience as a beauty content creator, but you could use these tips to attract the attention of a brand in any niche.
Why PR packages?
I remember the sheer joy of receiving my first beauty PR package, and it was pretty wild.
A brand sending me products that could cost a few hundred dollars at Sephora or Ulta, for the opportunity to share them on my socials?!
Yes, please—but let's demystify this a bit.
Why do brands send out boxes of PR products to influencers and content creators?
Say it with me: it's all about exposure.
Brands are on the lookout for ways to promote their products, and influencers have engaged audiences who are open to hearing recommendations from their go-to online besties.
When brands choose influencers intentionally, (making sure that the creator is a fit when it comes to vibe, location, etc.) there's a good chance those creators will choose to showcase the products to their followers.
This could also be an opportunity to pitch yourself to be a brand ambassador or work together on a paid campaign in the future.
PR packages vs gifted collaborations
A brand sending an influencer a PR package means the brand is sharing the product with that creator for editorial consideration.
They are gifting you their product and what you do with it is entirely up to you.
It's similar to how things worked in our beauty department when I worked as an editor at Nylon.
Brands would send products to the department, hoping for a feature either in the magazine or on the website (and maybe a shoutout from the editor on their social media channels, but that was less common back in 2016.)
However, if a brand reaches out and wants to send you a product in exchange for a post, that's what I consider a gifted campaign.
Before diving into gifted campaigns, think long and hard. Is the effort worth it for the product you're getting?
Personally, I rarely take on these trade campaigns any more and reserve gifted partnerships for something substantial, like a new couch or a mattress for our apartment.
Creating the content for a gifted partnership still means brainstorming a concept, prepping for the shoot, filming the content, editing, posting, engaging etc.—all while factoring in specific guidelines from the brand.
When you receive a product with no strings attached, you will likely still put in the work to create the content but you’ll be in total control of the finished product.
Getting on PR lists
So, let's talk about what you came here for. How do you actually get onto a brand's PR list?
It's simple: either they reach out to you or vice versa. Let’s walk through both scenarios.
If a brand approaches you, they're likely drawn to your content.
Maybe they like your personality and the way you talk about products, or maybe you have a unique editing style that’s different from other creators.
Your content essentially acts as your digital portfolio, showcasing what you do and attracting brands. Tagging brands and using relevant keywords and hashtags on your posts can boost your visibility.
For example: as a beauty content creator, some of the keywords I’ll try to incorporate into the captions of my posts might include “beauty influencer” “product review” or “nyc creator” to not only help the app categorize my content and show it to the right people, but also to attract brands.
But don't forget to make it easy for brands to contact you. Keep an eye on those Instagram DMs—including the message requests and partnerships tabs—and ensure your email is prominently displayed in your bio.
You never know when a brand might slide into your DMs with an offer to send you products.
On the flip side, you can make the first move and reach out to brands and express your interest in being on their PR list.
Slide into their DM’s (make sure you reach out to the brand’s main Instagram account) or shoot them a pitch email. You can often find a general email for each brand on their website.
But with a bit of extra research you may be able to find an email format and the name of someone on the influencer marketing team through LinkedIn or other websites.
PR agencies can also be a helpful route since they represent multiple brands. This can both save you time by reducing the number of outreach emails you need to send and also potentially introduce you to other brands you didn’t originally consider pitching.
When can I pitch?
Now, the burning question: how many followers do you need before reaching out to a brand?
In theory, you can reach out to brands at any time. You just never know when they’ll say yes!
If I could offer a bit of advice to increase the likelihood you’ll get a response, aim for either reaching a minimum of 1000 followers on your primarily posting platform or waiting until you’ve published consistent content for about three to six months.
Both milestones show you're serious about what you do and can attract an audience.
But here's a crucial tip: be selective about the brands you work with and the mailers you accept. Just because you're on a PR list doesn't mean you have to accept every offer you receive.
In fact, I turn down more PR than I accept these days and that is because I simply can’t test every single product myself.
I always appreciate the brands who check in with me before they send something and don’t just automatically send me a package for every new launch.
Think about what aligns with your brand and what you're genuinely excited about.
Consider setting up a PO box specifically for PR packages to protect your privacy. Just as a heads up, sometimes brands are unable to send packages to PO boxes.
I’m not sure why this is—if you work for a brand that is unable to send PR mailers to PO boxes, please weigh in in the comments.
And if you're moving, don't forget to be proactive and update your address with your brand contacts.
You can even set up mail forwarding through the USPS and package tracking on UPS and Fedex to see when a package is headed your way.
Final thoughts
Remember, the goal with receiving PR is to incorporate products from brands you genuinely love into your organic content and share them with your audience.
Help brands find you by including keywords and hashtags in your content and tagging them where applicable. Don’t forget to include your email address in your social media bios.
I hope this post gave you the insights you were hoping for about getting on a brand’s PR list.
Questions? Ask away in the comments.
yours,
Austen