How to Send PR to Influencers

Sending your product to an influencer and seeing them rave about it to their audience can feel like a game-changer for your brand. But getting that package into the right hands starts long before you click send on an email. This guide will walk you through every step of a successful influencer PR strategy, from finding the right creators to crafting a pitch they’ll actually want to open.

First Things First: Defining Your Goals and Your Offer

Jumping straight to outreach without a clear plan is like trying to build furniture without instructions. You might get something done, but it probably won’t be what you wanted. Before you start searching for influencers, you need to answer two fundamental questions.

What Do You Want to Accomplish?

What does a "win" look like for your influencer PR campaign? Be specific. Your goal will shape your entire approach, from who you contact to how you measure success. Common goals include:

• Brand Awareness: Getting your brand name and product in front of a new, relevant audience. Success here is measured by reach, impressions, and engagement.
• Content Generation: Getting high-quality user-generated content (UGC) that you can repurpose on your own social media channels, website, or ads.
• Driving Sales: Directly linking influencer mentions to purchases, often tracked with unique discount codes or affiliate links. This is more common with paid partnerships than pure PR gifting.
• Building Credibility: Earning a stamp of approval from a trusted voice in your niche, which adds social proof and legitimacy to your brand.

Choose one primary goal to start. Trying to achieve everything at once will dilute your efforts.

What's in It for Them?

Creators, especially those with established audiences, get dozens of pitches every day. Yours needs to stand out by offering genuine value. This isn't just about sending free stuff, it's about proposing a mutually beneficial partnership.

Your offer could be:

• Gifting a Product: This is the classic "PR package." The understanding here is that you're sending the product with no strings attached. There's no obligation for them to post. You’re building a relationship and hoping they love it enough to share voluntarily.
• An Exclusive Experience: Invite them to a unique event, factory tour, or virtual workshop. This is memorable and provides great content opportunities.
• Affiliate Partnerships: Offer a commission on sales driven by a unique link or code. This gives them a chance to earn money directly from their recommendation.
• Paid Collaboration: If you have specific requirements (e.g., one Reel, three Stories, link in bio), you need to pay them for their work. Gifting does not guarantee posts with specific deliverables.

For this guide, we’ll focus on the first model - gifting - as it's the foundation of most organic influencer PR.

Finding and Vetting the Right Influencers

The success of your campaign hinges on finding influencers whose audience overlaps perfectly with your target customer. It's about a fantastic fit, not just a five-digit follower count. A nano-influencer (1K-10K followers) with an extremely engaged, niche audience can drive far more value than a macro-influencer with a broad, disengaged following.

Where to Look for Influencers

• Hashtag Searches: Search relevant hashtags on Instagram and TikTok. Look at the "Top" posts for creators who are already dominating the conversation in your niche. If you sell sustainable swimwear, search #sustainablefashion, #ecofriendlyliving, or #ethicalswimwear.
• Competitor Analysis: Who are your competitors working with? Check their "Tagged" photos on Instagram to see which creators are mentioning them organically. Brands they've previously partnered with can reveal a lot about their fees and interests.
• “Similar Accounts” Feature: Once you find a creator who looks like a good fit, check Instagram's "Suggested for you" dropdown on their profile or TikTok's suggested accounts. These algorithms are powerful at finding look-alike profiles.
• Audience Deep Dives: Who are your most engaged followers? Take a look at the profiles of people who comment and like your posts. You might find a few budding creators with amazing content and a genuine love for what you’re doing.

Vetting Your Longlist

Once you have a list of potential candidates, it's time to do your homework. A quick glance at their profile isn’t enough.

1. Check Their Engagement Rate: A high follower count is meaningless if no one is interacting with their content. To get a rough idea, take the average number of likes and comments on their last 10 posts, divide it by their total follower count, then multiply by 100. A rate of 2-5% is generally healthy. Anything below 1% on a larger account might be a red flag.
2. Read the Comments: Are the comments genuine conversations or just a stream of "Great post!" from bots or other influencers? Look for questions and discussions from what appear to be real people. This is a tell-tale sign of an authentic community.
3. Review Their Content Quality & Style: Does their aesthetic match your brand’s? Are their photos and videos well-produced? Most importantly, does their content feel authentic, or is it just a constant barrage of sponsored posts? Look for a healthy mix of organic and sponsored content.
4. Look for Their Contact Info: Before adding someone to your final outreach list, make sure you can actually contact them. Check for an email address in their bio, on their Linktree, or on a personal website. If there's no email, it’s a strong signal they aren’t open to these kinds of collaborations.

How to Craft a Pitch They'll Actually Read

This is where most brands get it wrong. Creators are people, not billboards. They can spot a generic, copy-pasted email from a mile away. Your goal is to be personal, direct, and respectful of their time.

Your Step-by-Step Guide to the Perfect Pitch Email

1. The Subject Line: Make it Un-ignorable

Avoid generic subject lines like "Collaboration Inquiry" or "Partnership Opportunity." Personalize it and make it intriguing.

• Good: Love your [Recent Post Topic]! Quick Q from [Your Brand]
• Good: Our [Product Type] for your [Activity They Do]
• Bad: URGENT INFLUENCER REQUEST
• Bad: [Your Brand] x [Influencer Name] ??

2. The Opener: Show You’re a Real Fan

Start with a genuine compliment that proves you’ve actually looked at their profile. This immediately separates you from 90% of a creator's inbox.

Example: "Hi [First Name], my name is [Your Name] and I head up marketing at [Your Brand]. I wanted to reach out because I’ve been following your posts on how to plan a week of healthy meals for a while now, and your recent sweet potato toast recipe was an absolute lifesaver!"

3. The Connection: Explain the "Why"

Quickly and clearly connect what they do with what you do. Why should they care about your brand? Why is it a good fit for their audience?

Example: "Because you create such easy and approachable content for people trying to build healthier habits, I thought our new line of organic spice blends might be a perfect fit for your pantry."

4. The Offer: Be Clear and Direct

State exactly what you want to send them. Don't be vague. If you're considering sizes or shades, show you've already thought about what they might like.

Example: "We’d love to send you our 'Starter Spice' set to try out, no strings attached at all. We genuinely think you'll love the 'Smoky Paprika' for your next toast creation."

5. The Call to Action: Make it Easy to Say "Yes"

Don't ask them to jump through hoops. A simple request for a shipping address is a low-friction CTA.

Example: "If you're interested, just reply to this email with your preferred shipping address and I’ll get it in the mail this week!"

6. The "No Pressure" Close: Be Respectful

End the email by giving them an easy "out." This shows you respect their creative freedom and value the relationship over a quick transaction.

Example: "No pressure at all if it's not the right fit for you right now, but I wanted to reach out either way. Keep up the amazing work!"

The Post-Pitch Process: Follow-Up and Fulfillment

Your work isn't over once you hit "send." Being professional and organized in the final steps is just as important.

The Art of the Follow-Up

Influencers have packed inboxes. It's possible your email just got buried. A single, polite follow-up can make all the difference. Wait about 5-7 business days before following up. Simply reply to your original email and keep it short.

Example: "Hi [First Name], just wanted to gently check in! No worries at all if now’s not a good time. Cheers, [Your Name]."

If you still don’t hear back, move on. Aggressive follow-ups can harm your brand's reputation.

When They Say Yes: Fulfill Like a Pro

• Confirm Details: Double-check their shipping address and confirm any product preferences like size, color, or dietary restrictions.
• Make the Unboxing Special: The experience matters! Use thoughtful packaging and always, always include a handwritten note. Referencing the personal detail from your first email in the note is a fantastic touch.
• Communicate Shipment: Send them a quick email with the tracking number so they know when to expect the package.

Remember, the goal of PR gifting is to build a genuine, long-term relationship. Treat creators like the valued partners they are, and you’ll build a network of true brand advocates who are excited to share your products because they genuinely love them.

Final Thoughts

Successfully sending PR to influencers is about so much more than mass-emailing a contact list. It's a thoughtful process of communication, personal connection, and building genuine relationships that benefit both your brand and the creator.

Once those relationships pay off and creators start posting, mentions, comments, and DMs will hopefully begin to flow in. We built Postbase to help manage that chaos. Our unified engagement inbox brings all your social conversations into one place so you never miss a tag or an important message from a new customer an influencer just sent your way.