Buzz
Discover how to get added to brand PR lists as an influencer or micro-influencer
Unboxing PR packages is a visually pleasing experience. If you've been scrolling through TikTok, you’ve probably encountered a few of these PR reveals. But have you ever thought about how you can start receiving PR packages too? Contrary to popular belief, having millions of followers isn't necessary to receive free products straight to your door. We spoke with social media consultant Candace Gasper and expert Ramin Ahmari to uncover strategies creators can use to increase their chances of being added to brand PR lists. Keep reading for straightforward methods to get PR packages, as well as tips on how to contact brands and optimize your content.
How to Receive PR Packages
Reach out courteously to brands and PR agencies within your niche to join their mailing lists. Include your email in your bio and keep your DMs open to make it simple for brands to reach out. Tag them in content related to their products, and use relevant hashtags in your niche to increase the visibility of your account.
Steps
7 Methods to Receive PR Packages for Free
Join brand ambassador programs. Many fashion, beauty, beverage, and lifestyle brands offer ambassador programs that you can apply to via their official websites. As an ambassador, you’ll receive free products in exchange for posting about them or reviewing them. Beyond PR packages, you may also gain access to exclusive discounts and invitations to brand events.
- Search for terms like “apply + brand ambassador,” “apply + influencer partnerships,” and “[brand name] + ambassador + apply” to find application forms. Also check for “Contact” or “Work With Us” pages on the bottom of brand websites.
- Brands like Revolve, Windsor, and Sweetgreen offer ambassador applications through their sites.
- If you're a college student, look for campus ambassador programs. Companies such as SHEIN, Princess Polly, Red Bull, and poppi offer exclusive applications for university students, often with no follower minimum. Ambassadors typically receive PR packages in exchange for promoting the brand to peers online and on campus.
Reach out to brands you're interested in. Look for general emails related to influencer partnerships and PR package requests on brand websites. You can also directly contact members of their influencer marketing teams if they indicate they’re open to pitches. Always approach brands with professionalism, politeness, and patience.
- Don’t be discouraged by a smaller following. “What brands are really looking for is someone with influence over their audience. So even if you have 800 followers, but your audience is highly engaged, brands are more likely to work with you,” says Gasper.
- You can also email PR agencies that represent brands in your niche. They may connect you with influencer marketing teams or add you to mailing lists to receive PR packages from their brands.
Join product-review platforms. If you're interested in receiving free products and don’t mind providing an honest review or creating content, signing up for product-review platforms is an easy way to get PR packages. Popular platforms include Influenster, Aspire, and Shopify Collabs. Some platforms require reviews, while others connect influencers with brands for paid, sponsored content.
- While brands on these platforms are typically vetted and legitimate, always be cautious of scams. You should never pay for PR packages, shipping, or brand collaborations—brands send products to build relationships and engage with your audience.
See which brands similar influencers are receiving PR packages from. Explore accounts with similar content and followings to yours on the explore page or by searching relevant hashtags. This will give you an idea of which brands in your niche are sending out PR packages and which might be interested in your content.
Include your email in your bio and keep your DMs open. If you have an online following, post frequently, and engage with your audience, brands may reach out to you for PR packages. Make it easy for them to contact you by adding your email address to your bio and keeping your DMs open across all social platforms.
- Regularly check your DMs and email to avoid missing any potential opportunities. Be sure to research the accounts and brands that contact you to verify the legitimacy of their offers.
- Set up a separate email for your public social media accounts to avoid spam and unwanted messages. Include this email in your bio rather than your personal email. You can even add “PR/Collabs: [your email]” to make it clear who should reach out to you.
Create authentic content featuring brands you admire. A great way to receive PR packages from your favorite brands is by showing them how much you appreciate their products. Create organic content featuring items you already love, like a product review or a Get Ready With Me video, and tag the brand in your posts. Use relevant hashtags to help the brand find your content and understand your unique style and audience.
- Only talk about products you genuinely like and use often. You’ll enjoy PR packages from brands you love much more than free products from brands you don’t connect with.
Post regularly and use niche-specific hashtags. Brands want to see that you’re a consistent and active content creator who fits within their target audience. Aim to post daily or weekly to demonstrate your commitment to content creation. Use specific hashtags related to your niche to help the right brands find your posts.
- The more precise your hashtags, the better, according to Ahmari. “Avoid general hashtags like #beauty or #fashion, as millions of posts will make it hard for you to be seen. If your account isn’t large, you won’t be discovered,” he advises. He suggests using hashtags from successful profiles and creating your own as a strategy.
How many followers do you need to start receiving PR packages?
Aim for at least 1,000 followers to be considered a micro-influencer. If your follower count is under 1,000, it can be tough to convince brands to add you to their PR lists because your audience might be too small. Having more followers increases your account's visibility to brands, especially if those followers are actively engaging with your content through likes, comments, and shares.
- Some believe that engagement is more important than follower count. Even with millions of followers, if your TikToks don’t generate views or engagement, brands may be hesitant to invest in your PR efforts.
How to Reach Out to Brands for PR Packages
Compile a list of brands you'd like to receive PR packages from. This can be done in a Google Doc, Word document, phone notes, or even in a spreadsheet. Focus on brands that you already like and use, as well as those that regularly send PR packages to influencers in your niche. For inspiration, check out the #PRunboxing tags on TikTok and Instagram.
- Don't just target big names—smaller businesses and emerging brands also send PR packages and may be easier to connect with if you have a smaller following.
Look for a general email or a direct contact in the brand’s influencer marketing team. The general talent or influencer relations email is often available on the brand's “Contact Us” page or on LinkedIn. You can also try searching for “[brand name] + contact” or “[brand name] + influencer partnerships.” Be sure to avoid DMing or emailing personal accounts—stick to publicly listed emails for influencer inquiries.
- Do not use emails intended for press or customer service, as your message may get ignored or end up in spam.
Craft a professional pitch email. Gasper suggests using Chat GPT or finding a PR email template online to help you write your message. Include a media kit, which should showcase your account's engagement, past brand collaborations, and a brief bio about yourself and your content.
- An example email could be: “Hello [brand or PR contact name], My name is [your name] and I’m a content creator focusing on [your niche]. I’m reaching out to explore potential PR and collaboration opportunities with [brand name]. I love [specific reason why you admire the brand] and would love to be considered for your mailing list to showcase your products to my [follower count] followers. I look forward to hearing about potential opportunities. Best regards, [your name].”
- Attach your media kit or provide a link to your engagement statistics. Make sure to embed links to your social media profiles for easy access to your content.
Be patient—brands may take time to respond. Due to the high volume of emails brands and PR agencies receive, it might take a while to get a reply. If you haven't heard back after a month, it’s okay to follow up. In the meantime, focus on growing your audience and increasing your engagement to make your profile more attractive to brands.
- As you start receiving PR packages, you may want to set up a P.O. box to keep your personal address private. Share your P.O. box address with brands in future emails to maintain privacy.
How to Optimize Your Content to Get On PR Lists
Find a distinctive approach within your content niche. Think about unique video ideas, editing styles, or aesthetics that are all your own. In a sea of similar content, it’s easy to get lost in the crowd on platforms like the For You Page. Having a unique perspective not only helps you build a dedicated audience but also makes you stand out to brands.
- For instance, if you're a fashion influencer creating Get Ready With Me videos, try adding a twist by showcasing celebrity morning routines instead of simply filming your typical routine.
Engage with your audience to boost interaction on your account. Increasing engagement can be achieved through interactive livestreams, running giveaways, and replying to comments and questions from your followers. Regardless of your follower count, brands will be less likely to consider sending you PR packages if your audience shows little engagement. Low engagement suggests a fake or inactive following, which won't interact with your PR-related content.
Collaborate with other creators. By making collaborative content, you'll not only expand your reach to a bigger audience, but you’ll also increase your chances of getting PR packages. When your collaborator shares your work, brands they've partnered with might take notice of your content. Additionally, attending networking events like VidCon and forming connections with fellow creators could open doors to introductions with brand representatives.
Can you pay for PR packages?
No, you can’t pay for PR packages to be sent to you. PR packages are complimentary gifts sent by brands in the hopes that you’ll feature their products on your social media, but there is no obligation unless you have a prior agreement or contract. Furthermore, brands are responsible for covering the shipping fees. If they ask you to pay for shipping, it's likely a scam.
What’s the difference between PR packages and gifted campaigns?
PR packages are free gifts—you aren’t required to create content about them. Brands may offer PR packages to influencers with a large following or strong engagement. These gifts are sent in the hope that you will share them with your followers via posts or reviews, though you're not obliged to do so unless there's a formal agreement.
- If you’ve previously worked with a brand or PR agency, they might add you to a mailing list and send you PR packages without asking for your permission. These are usually sent in advance of a product launch to multiple creators.
Gifted campaigns provide free products in exchange for reviews or content creation. These campaigns signal that the brand values your opinion and content. When a brand reaches out for a gifted campaign, they’re offering free products with the expectation that you’ll create content around it, often on their terms.
- For content created under a gifted campaign, you’ll typically need to label the post as sponsored or an advertisement using designated hashtags and disclosures to comply with FTC regulations.
Why do brands send influencers PR packages?
Influencers provide valuable exposure for brands and products. When you receive a PR package and incorporate its products into your content, these items are likely to be showcased in a natural, authentic way. PR packages also introduce you to new brands you might not have known about before. By featuring their products in reviews and unboxing videos, you not only share these products with your audience but also help the brand expand its reach.
Audiences trust influencer reviews. Many people on social media view influencer recommendations as reliable and often base their purchasing decisions on them. PR packages can lead influencers to share their genuine affection for a product they love. Moreover, organic influencer content on platforms like TikTok and Instagram isn't impacted by ad-blocking software, allowing brands to engage with audiences who might otherwise never see their advertisements.
