Getting on PR Lists
Getting on PR lists is a crucial strategy for influencers and businesses seeking deals and brand visibility. This comprehensive guide walks you through the step-by-step process of identifying relevant companies to get onto their PR lists, crafting compelling pitches, and building lasting relationships with brands and companies.
Whether you’re an influencer, a startup founder, a small business owner, or a marketing professional, these proven techniques will help you secure valuable relations with companies, brands, and agencies you want to work with to build your own presence.
Table of Contents
What Exactly is a PR List?
A PR list is a database of contacts that brands, PR agencies, and companies maintain to distribute information about new products, events, or campaigns. Getting on these lists means you’ll be more likely to receive press releases, product samples, and collaboration opportunities.
Why PR Lists Matter for Your Business
Getting on PR lists can significantly impact your business visibility and credibility. Here’s why they’re essential:
- Increased contacts with brands, companies, and agencies: potentially leading to deals that can revolutionize your presence and bottom line
- Enhanced credibility: Third-party validation through deals with increasingly significant companies
- Broader audience reach: Exposure to new potential customers
- Industry positioning: Establishment as a thought leader in your field
Did you know that there are over 56,000 PR lists out there in the United States?
If you are trying to get on a PR list to make a PR deal, then you better get networking soon!
There are so many reasons that you may want to get on the PR list. From journalists trying to spread the word about news through different press releases to influencers getting on PR lists to promote brands and grow their own businesses, there are many reasons to do some industry networking.
But do you know how to get on PR lists? If not, then you’ll want to keep reading this guide to learn more!
Key Components of PR Lists
When companies compile a PR list they typically include the key information they need to develop a relationship and pitch the journalists, editors, and influencers on their list, including:
- Contact information: Names, email addresses, phone numbers
- Media outlets: Publications, websites, TV stations, podcasts
- Beat information: Topics and industries each journalist covers
- Pitch preferences: How journalists prefer to receive information
- Social media profiles: Twitter, LinkedIn, and other platforms
Types of PR Lists
Companies build different types of PR lists depending on their needs and focus. Understanding the different types of PR lists will help you target your efforts effectively:
Influencer Lists
Lists of individuals with audiences and followings they want to attract, especially if those individuals have a track record of being able to create sales from their audience
Industry-Specific PR Lists
These lists focus on influencers and journalists covering particular industries such as technology, healthcare, finance, or education. Getting on industry PR lists ensures you will receive announcements and pitches from companies in your business sector.
Local Media PR Lists
Local newspapers, TV stations, radio shows, and community publications make up these lists. These are essential for businesses wanting to build a presence in specific geographic areas.
National Media PR Lists
These include major publications, TV networks, and high-traffic websites with nationwide reach. While more competitive, getting on national PR lists can provide massive exposure.
Niche and Specialized PR Lists
Focused on specific topics or angles (sustainability, innovation, diversity), these lists help businesses target journalists interested in particular aspects of their industry.
How to Research Relevant PR Lists
Finding and getting on the right PR lists requires strategic research:
1. Identify Your Ideal Target
Begin by creating a list of companies, brands, websites, podcasts, and the agencies that represent them you may want to work with. Consider:
- Which companies may want to reach the audience you have developed?
- Which stories could best build your following?
- Which companies could you partner with to create those stories?
- What other influencers and companies currently serve those ideal target companies?
Even if a company/brand is not currently working with people like you, which ones could be interested in the right circumstances?
2. Find the Right Way to Access Those Companies/Brands/Agencies
Once you’ve identified the right targets, research how to contact them. You can get information from:
- Posts by other influencers and companies
- Review recent articles related to your industry
- Company sites and “About” pages
- Follow and look for ways to connect with key people through LinkedIn and other social media sites
Build Your Overall Presence
One of the most important things that you can do to get on PR lists is to build your overall presence on the platforms that you want to get attention. If you are an influencer, you will want to spend more time building up your network on Instagram or TikTok as well as YouTube.
If you are a blogger and want a presence that way, definitely spend time honing your blog and building the presence and search engine optimization on it.
You could also be a journalist and want to get a press release with a firm.
To do this, you will want to create high-quality videos and content across your platforms. While doing this, make sure that you are uniquely you. This means having your own brand voice and not trying to be anyone else.
Ensure that you are consistent with when and how much you post so that your audience knows what to expect from you as well. This will increase your engagement and presence on the platform.
Growing a Following
When you are building your presence as an influencer, one of the most important things you have to do is also grow your following. This is what shows PR lists and brands that you already have some type of influence because people are following you.
Ideally, you will have a couple of thousand followers before you start reaching out to brands.
But how do you amass that following?
Start by posting consistent content. It is better to be high-quality content than frequent content. If you can do both, that is even better!
You also do not want to overlook the importance of engaging with others. The more you engage with others, the more that they will engage with you. To do this, create posts that ask questions or have a call-to-action.
You can also respond to all comments on your post, add GIFs to your story and slide bars so people can engage with it, and more.
Additionally, use hashtags on your posts and in your stories to attract more followers.
Create Organic Posts for the Brands
If you really want to work with specific brands, you need to start posting about them organically.
This means that you are posting on your stories, Reels, and posts with the brand in them.
For instance, if you are a travel influencer, you can easily incorporate various brands that you could work with organically into your content. Here are some examples:
- Post a story about your favorite deodorant brand when you go on a hike to keep you smelling good throughout the day
- Create a reel about your favorite carry-on items and tag the brands that you love to use
- Create a packing list for your camping trip and tag the brands that you love to bring with you on your camping outings
By doing this, you will get the brand’s attention that you want to work with. This will increase the chance that you are put on your favorite brand’s PR list.
Get creative with it! There is no one right way to do it all!
In addition to this, you should also be tagging all brands that are in your posts. So if you are posting a Reel, TikTok, or photo just because you like it, this is still a good chance to tag a brand.
For instance, you may love a photo of yourself on the beach in your favorite bikini.
If that’s the case, tag the bikini! Tag the beach you’re at! Tag your sunglasses. These are all brands (even the beach tourism board) that you could end up working with if you start tagging organically!
Approach Brands Directly
If you really are eager to get on the brand’s PR list, then it is time to start taking the bold steps. This means you can approach the brands yourself!
You shouldn’t wait for brands to come to you! You have pull for your own audience, so you should own that! Go up to the brands, email them, message them on Instagram – do whatever you have to do to get their attention (without going overboard, of course).
You can research the companies that you want to work with that align with your niche on your platforms. Reach out to them to specifically ask to be put on their PR list. To do this, you can find the PR contacts online through various sites to contact them directly.
The last thing you want to do is contact the wrong person as this can hurt your chances of getting noticed or responded to. This is why it is important to try to figure out the right contact before you start sending emails.
How to Make the Approach
But how do you send the right type of email? What do you say? How do you pitch them?
For starters, you want to ensure that you are professional in the email that you send.
You should start by introducing yourself to the brand and explaining why you are reaching out. You should also state how being on their PR list could be beneficial for not only yourself but the brand as well. They will want to know how you can help them. Make sure that you make this clear!
Crafting Your PR Pitch
To successfully get on PR lists and receive coverage, your pitch must stand out:
Elements of an Effective Influencer Pitch
- Compelling subject line: Clear, concise, and attention-grabbing
- Personalization: Reference the brand’s current and previous work
- Hook: Why a connection with you matters now
- Relevance: Clear connection to their current marketing and promotional efforts
- Brevity: Respect the individual’s time with concise information
- Supporting materials: Links, images, or data that strengthen your story
Sample Influencer Pitch Template
| Subject: Collaboration Opportunity: [Your Niche] Influencer Partnership with [Brand Name] Dear [Contact Name], My name is [Your Name], and I’m a content creator specializing in [your niche] with an engaged audience of [number] followers across [platforms – Instagram/TikTok/YouTube/etc.]. I’ve been a genuine fan of [Brand Name] for [time period], and have organically featured your [specific products] in my content [X] times over the past [time period]. I’m reaching out because I believe there’s an excellent opportunity for us to collaborate in a way that would benefit both your brand and my audience. My followers consistently engage with content about [relevant topics] and have shown particular interest when I’ve mentioned your products in the past. My audience demographics align perfectly with your target market: I’d love to discuss how we could work together through: My content achieves an average engagement rate of [percentage]%, which is [X]% above the industry average. Recent collaborations with [mention 1-2 relevant brands] resulted in [specific results – sales, clicks, engagement]. You can view examples of my work and previous brand collaborations here: I’d be happy to discuss how we could create a partnership that aligns with your marketing goals. Would you be available for a brief call next week to explore this opportunity further? Thank you for your consideration. I look forward to the possibility of working together. Best regards, [Your Name] |
PR List Tools and Resources
These tools can help you find and get on relevant PR lists:
PR Database Services
- Cision: Comprehensive media database with contact information and outlet details
- Muck Rack: Platform to find journalists by beat, outlet, or keyword
- Prowly: PR software with media database and pitch management
- MuckRack: Tool for finding journalists writing about specific topics
Free PR Resources
- Twitter Lists: Many journalists create or are included in industry-specific Twitter lists
- LinkedIn: Search for journalists by publication or beat
- Media outlet websites: Staff directories and contributor pages
Collaborate With Others
If you grow a following, you may notice that you start talking to more and more people on Instagram that also have followings. If you do that, you could even choose to collaborate with them!
Whether you are collaborating on a giveaway or just a post when the two of you get together, this will expand your reach because not only are you reaching your own audience, but you are also reaching theirs.
You could also go live with another content creator or influencer to expand your reach as well. By doing this, you are increasing your chances of being put onto a PR list.
Make sure that if you choose to go this route that you and your collaboration partner are in the same niche. If you are a travel influencer and try to partner with a beauty influencer, this may not go well for either of your followings. This could do more bad than good.
Always Follow Up
One of the most important things that you can do when you are trying to make a PR deal is to follow up. When you are networking within the influencer industry, follow-ups are very important.
Emails are easily lost because brands and PR agencies are constantly getting requests from people to be on their PR lists. If you want to stand out, you need to make yourself stand out. To do that, following up shows your determination and consistency.
When you do this, make sure that it is done professionally. You shouldn’t follow up every single day, either.
You should give it 48 hours before you start following up to the PR agency or brand. From there, you can follow up every 24-48 hours for 5 days. After that, it is best to move forward without following up again.
You can always try again in a few months if you don’t hear back but you do not want to overdo it.
Frequently Asked Questions About Getting on PR Lists
What exactly is a PR list?
A PR list is a database of contacts that brands, PR agencies, and companies maintain to distribute information about new products, events, or campaigns. Getting on these lists means you’ll be more likely to receive press releases, product samples, and collaboration opportunities.
h3>How many followers do I need to get on PR lists?
While there’s no set number, most brands look for influencers with at least 10,000-50,000 engaged followers. However, micro-influencers with highly engaged niche audiences can also be valuable to brands.
How do I find the right PR contacts?
You can find PR contacts through LinkedIn, company websites (look for “Press” or “Media” sections), PR databases like Cision or Muck Rack, or by calling the company directly and asking for their PR department contact information.
Should I join PR agencies as an influencer?
Joining influencer agencies can help you get on multiple PR lists at once, as these agencies often have established relationships with brands. However, make sure to research the agency thoroughly before signing any agreements.
How much does it cost to get on PR lists?
Costs vary widely. Some PR lists are free to join through networking and relationship building. PR database subscriptions like Cision or Meltwater typically range from $400-$10,000+ annually, depending on features and list size. Some PR firms offer custom list-building services starting around $1,000.
How long does it take to get on PR lists?
Building relationships with journalists and getting on their radar typically takes 3-6 months of consistent outreach and valuable contributions. For paid PR database inclusion, your business can be added immediately once you’ve subscribed to the service.
What’s the difference between PR lists and media lists?
The terms are often used interchangeably. Technically, media lists refer specifically to collections of journalists and publications, while PR lists can also include influencers, industry analysts, and other non-traditional media contacts who might help spread your message.
How to Get on PR Lists
Getting on PR lists is a strategic process that requires research, personalization, and relationship building. By following the steps outlined in this guide, you’ll be well-positioned to connect with companies, brands, and agencies to secure valuable deals to grow your business. Remember that this relationship-building process is a long-term investment—consistency and authenticity will yield the best results over time.
Ready to boost your PR efforts? Start by identifying your target media outlets and targeting your first media list today. Then, craft a compelling pitch that speaks directly to the brands, companies, and agencies who you can help share their story with the world.
Need Professional Help?
If you’re looking for assistance with your PR strategy or want to use press releases to signficantly increase your visibility with brands and companies, contact our team for a consultation. We specialize in connecting businesses with the right media contacts to maximize visibility and brand awareness.