With social media redefining marketing, brands increasingly lean on influencers to create brand buzz and solidify their market presence. PR lists—a curated group of influencers, content creators, and public figures brands engage for organic promotion—are central to this strategy. For influencers, landing on these lists opens doors to consistent content and brand collaboration.
What Are PR Lists and Why Are They Important?
PR lists aren’t just contact sheets; they’re part of a brand’s strategic outreach. The curated individuals on these lists wield influence, often helping brands gain traction in target demographics. For example, major beauty brands frequently send influencers new product lines to preview for their audiences, sparking interest and loyalty organically. The growth of platforms like Instagram and TikTok has supercharged this trend, as “unboxing” and “first look” videos receive massive engagement.
The Power of PR Packages
PR packages are curated products brands send to influencers with no formal obligation for coverage. However, these packages, crafted carefully to highlight unique aspects of a product, drive substantial brand exposure. According to a study by Marketing Dive, 86% of beauty and fashion consumers reported purchasing products they first saw in influencer unboxing videos. For influencers, these packages are more than perks; they’re content opportunities that attract and engage followers.
Why Getting on a PR List Matters
PR lists go beyond product promotion; they establish long-term brand relationships. For example, Rihanna’s Fenty Beauty famously included micro-influencers on its PR list, propelling many lesser-known voices into the spotlight and creating brand advocates. The loyalty built through these efforts often leads to lasting partnerships and exponential audience growth for both the influencer and the brand.
Expert Tips to Get on Brand PR Lists
1. Build a Distinct and Engaged Following
Brands look for influencers with engaged audiences rather than just high follower counts. According to HypeAuditor, engagement rate is among the top metrics brands assess when selecting PR list candidates. Carve out a niche that showcases your knowledge and distinctive voice to ensure your audience is active and invested. Consider how [@InfluencerName], an eco-conscious beauty influencer, leveraged her specific audience to attract sustainable brands, resulting in a PR list inclusion for several green beauty companies.
2. Demonstrate Genuine Brand Loyalty
Brands prefer to work with influencers who naturally endorse their products. Showcasing authentic love for a brand can make a big impression. For example, many influencers who regularly tagged and praised Glossier products were later invited to participate in the brand’s PR initiatives. Proactively sharing why a brand resonates with you in your content will help brands see you as a potential advocate.
3. Start with Small, Aligned Businesses
Targeting small, emerging brands can be a strategic pathway to building a PR presence. As smaller companies often have limited budgets for marketing, they rely heavily on influencers who are enthusiastic and aligned with their brand values. Influencers who focus on this strategy often experience quicker PR list inclusions and gain opportunities to build an impressive portfolio.
4. Conduct Comprehensive Research
Study a brand’s PR list, and analyze the type of content their selected influencers create. Note the aesthetic, engagement tactics, and storytelling approaches that resonate with their audience. For instance, if a brand’s PR list influencers focus on creative, high-quality photography, work on enhancing your own content in a similar way.
5. Create High-Quality, Unique Content
Content quality is essential for making a strong impression. Visual impact matters—a survey by Later, a popular Instagram marketing platform, showed that brands prioritize influencers who produce visually engaging, story-driven content. Invest in learning photography, video editing, and storytelling techniques to captivate both audiences and potential brand partners.
6. Reach Out to PR Teams Professionally
Directly reaching out to a brand’s PR team is a viable path, but approach this carefully. Start by showcasing your strengths: share engagement metrics, audience insights, and a well-defined collaboration idea. Avoid overly aggressive pitches; instead, express how your unique perspective could benefit the brand’s objectives. Successful influencers often strike a balance between persistence and professionalism in their outreach.
7. Keep Content Relevant and Timely
Stay informed on the brand’s latest products and industry trends. Posting about outdated products can make your content appear irrelevant. Instead, create evergreen content that adds value over time, like tutorials or comparison reviews. Also, monitor industry movements—posting timely, on-trend content reinforces your alignment with the brand’s direction.
FAQs
Q1. When Should You Post About PR Samples?
Answer: Post based on your agreement with the brand. If you’re free to post at your discretion, consider scheduling content to coincide with product launches or industry events. This strategy aligns your content with periods of heightened interest, amplifying engagement.
Q2. What Do PR Agencies Do?
Answer: PR agencies craft a brand’s image through strategic public engagement and manage its reputation. Their primary role is to foster brand recognition and build trust among consumers, distinct from advertising agencies focused on direct sales.
Q3. What Is a Media List?
Answer: Media lists compile contacts across journalism, blogging, and influencer sectors, enabling companies to distribute stories efficiently. Unlike PR lists, which are more curated and exclusive, media lists serve as a comprehensive contact database for broad press outreach.
Q4. How Many Followers Are Needed to Receive a PR Package?
Answer: Micro-influencers often receive packages with follower counts starting around 1,000, particularly in niche markets. However, engagement rates and content quality frequently outweigh pure follower numbers in the selection criteria.
