Have you ever considered pitching directly to a PR firm? Many of us often think to reach out to brands directly, but fail to consider that most brands have management – cue the PR agencies.
Why Pitch to PR Firms?
Pitching to PR agencies can be a great way to land yourself on some gift lists for new products. It can also be a great way to bring awareness and attention to your brand. That way, when a PR associate is managing a new campaign for their client and they need influencers, you’ll be top of mind for the gig!
Which Ones Should I Pitch To?
Just like brands, there are many PR firms that specialize in different niches. From real estate, to the financial industry and banking, to fashion, home decor, or lifestyle, there is a PR agency for just about anything. Brands use specific PR firms for their EXPERTISE.
I like to pitch to PR firms specializing in fashion, beauty, and lifestyle since those areas align well with my niche and audience. You can find PR firms on Instagram, LinkedIn, or by simply searching for them on Google. When I can, I like to search LinkedIn to try to find a specific contact at the firm to make a stronger, more personalized connection.
How Do I Find the Right Contact?
Let’s use Edelman, one of the largest PR agencies in the world, for example. Say we are hoping to find someone who works as an Account Executive or in influencer relations:
Step 1 – Search in LinkedIn for the company:
Step 2 – Search for the job title in the “people” area.
Common job titles/keywords in PR/Marketing are: Account Executive, Marketing Coordinator, Marketing Associate, and Influencer Relations.
I’ll also sometimes search contacts by my college, University of Florida. This allows me to personalize my pitch even further knowing that we have a connection based on where we went to school.
Step 3 – Review search results and consider who the best contact may be.
You may see a wide range of search results and that is OKAY! I like to search for someone that lists that they specifically work with the brand I’m interested in as one of their clients. Even if you pitch to the wrong person, they can likely help you reach the right one if they respond.
For example, I clicked on one of the individuals above and saw on her profile she manages cheese brands. So if I were a foodie influencer, she might be a great contact:
If you get lucky, you will find that the PR associate may list their email in their contact info section on LinkedIn. Most often, this is NOT the case as they would likely be SPAMMED. Don’t worry, I’ll walk you through the process of how to find their direct email.
Step 4 – Find the email format for the company.
I’ll usually just Google “COMPANY email format.” I’ve had the best luck with Rocket Reach so far. So, if I worked at Edelman for example, my email would be [email protected].
Step 5 – PITCH!
But, What Do I Say?
Today, I’m sharing my EXCLUSIVE pitch template for PR agencies. This template has landed me on many a PR list. By reaching out to these firms, I was able to create relationships with PR executives who have considered me for campaigns.
SUBJECT: Influencer Outreach: _____ PR x Hello Emily Erin
Hi NAME,
Popping into your inbox to introduce myself – I’m Emily Croslin (better known as @helloemilyerin), a Florida-based lifestyle and fashion influencer and blogger. I see that __________ PR has an impressive list of clients and I would love to be considered for any collaboration opportunities that align with the brands’ marketing needs and audience.
I would be happy to send over my media kit for a deeper dive into my audience, past branded collaborations, and opportunities available to brands. Additionally, you can view my portfolio and website here, which showcases some of my past branded work.
For added context, this week on Instagram (the past 7 days) I’ve received:
- 54,319 impressions
- 12,920 reach
- 2,230 actions taken on my account
- Engagement rate: 4.39%
My audience breakdown is as follows:
- 18,000 followers
- 70% women
- 22% in 18-24 range
- 45% in 25-34 range
Please let me know if you have any questions. I hope to keep in touch!
Best,
Emily Croslin | Hello Emily Erin
What next?
Do NOT be discouraged if you don’t hear back or even if the email bounces. Sometimes, the email bounces because of an inbox rule as the company knows you are from outside their organization.
When the email bounces, I typically will find their general press or info email address and send my pitch over that way. I prefer to try to make a personalized connection when pitching, but understand that it isn’t 100% foolproof.
I’ll find the more general email address by going to the company’s website and clicking “contact us.” There is usually a section dedicated to press, media inquiries, influencer inquiries, or just general questions. You can typically find the email here.
Another spot I’ll look is on the company’s Instagram page. NOTE: you can only see this on MOBILE. This is another reason YOU should have your brand’s email address in your Instagram bio – I explain why in this post dedicated to optimizing your IG bio. When you click the EMAIL button below their bio, it’ll often list a contact email address for the firm:
Once you pitch, be patient
Like I mentioned, the emails don’t always make it through. But why not try? If you get lucky, you will reach someone who can be a valued contact for years to come!
Pitching to PR agencies is a bit different than pitching to brands in that it requires more patience. While a PR contact may receive your media kit and value your work as an influencer, they may not have any work or campaigns available for you at the moment! That is OKAY. They will have your contact information and portfolio for when the moment is right and they DO have something for you. And if not, you may end up on some awesome PR gifting lists!
So why not give it a try? Let me know if you have any questions as you go through the pitching process! I’d also love to hear any tips or strategies that went well for you when pitching to PR contacts or brands.
Are you a new blogger or content creator looking for more resources? Check out these recent posts:
- Boost Your Instagram Story Engagement
- How to Get Noticed By Brands for Collaborations
- Pitching to Brands as an Influencer (+ real email templates that I actually sent!)
- The Tea on Instagram Giveaways
