How to Get on PR Lists: 10 Pro Tips

As a business owner and content creator, getting exposure for your brand online is paramount. One of the best ways to gain more visibility and credibility is to be featured in the media and on influential PR lists.

How to get on PR lists though? It might seem like an exclusive club, but with the right approach, getting featured is totally doable.

In this article, we’ll answer questions like ‘What is a PR list?’, ‘What is a PR Package?’, and cover the benefits of being featured in such lists. We also share a few pro tips to help you land prime spots.

Without further ado, let’s start.

What Is a PR List?

Let’s start with the basics – a PR list, short for public relations list, is essentially a database of media contacts, influencers, bloggers, and other high-profile people or publications within a certain industry or niche. PR companies, agencies, and brands use these lists to pitch products, services, or stories to relevant media gatekeepers.

Types of PR Lists

There are a few different types of PR lists, for instance:

1. Media lists: These lists contain contact details for journalists, editors, producers, and others in traditional and online media outlets like magazines, newspapers, TV, radio, and podcasts.
2. Blogger/influencer lists: These focus on influential bloggers, social media personalities, YouTubers, and other online content creators relevant to specific industries. With the spread of social selling these days, when most people refer to PR lists, they are referring to lists of influencers.
3. Industry expert lists: These lists are comprised of thought leaders, analysts, speakers, and other respected voices in a certain field.
4. VIP PR Lists: Some brands maintain a separate VIP PR list for high-profile influencers, celebrities, or industry insiders. VIPs receive more personalized and exclusive communications.

What Are the Benefits of Getting on PR Lists?

Getting featured on authoritative PR lists can be a game-changer for businesses looking to raise their profile, gain credibility, and drive visibility. Here are some of the top benefits:

1. Increased brand visibility and awareness: Being showcased by respectable media outlets, bloggers, and influencers instantly boost their reach and put their brands in front of a larger, targeted audience.
2. Improved credibility and trust: There’s a powerful credibility boost that comes with being endorsed or featured by industry authorities. It builds trust with potential customers.
3. More inbound leads: With increased visibility often comes more website traffic and inbound leads from people interested in your products or services.
4. Networking opportunities: Getting on PR lists connects you with influential people in your industry who could open doors to partnerships, speaking opportunities, and/or other avenues.
5. Competitive edge: If competitors aren’t taking the time to get on the key PR lists, it puts you ahead in terms of brand positioning and mindshare.

What’s the Difference Between a Media Kit and a PR Package?

Speaking of PR, you might have heard the terms “media kit” and “PR package” tossed around. While they’re related, they’re not quite the same thing. It is important to know the difference because depending on what type of PR list you aim to get on, you most probably will receive different types of communications from brands and agencies.

What is a Media Kit?

A media kit is a pre-prepared collection of promotional materials about a company, and its products or services. Kits are primarily designed for journalists, bloggers, and media professionals.
The goal is to provide a list with everything they need to know about a brand. A media kit typically includes:

1. Press releases: These are official statements from the brand, announcing new products, events, or significant updates.
2. High-quality images: Brands include high-resolution images of their products, logos, and lifestyle shots.
3. Fact sheets: These contain key details about the brand, product features, and specifications.
4. Company overview: A brief summary of the brand’s history, mission, and values.
5. Contact information: Details for media inquiries.
6. Sample products: Sometimes, media kits include actual product samples.

What Is a PR Package?

A PR package is a more targeted, and personalized pitch directed at a specific media outlet or platform:

1. Product Samples: Brands include actual products (full-sized or testers) for influencers to try out.
2. Personalized notes: The package often includes handwritten or printed notes expressing appreciation and encouraging content creation.
3. Promotional materials: These may include brochures, lookbooks, or additional information about the product.
4. Branded merchandise: Some PR packages come with branded goodies like tote bags, stickers, or exclusive merchandise.

These packages made also include limited-edition products, invitations to exclusive events, and personalized gifts.

Brands also invite influencers and media professionals to product launches, store openings, fashion shows, and other events.

How to Get on PR Lists?

Getting on a PR list typically happens by invitation. There are also companies and PR agencies that have an open PR list application process for those who are interested in participating.

Here are a few steps you can follow to proactively be included on these lists.

1. Research: Identify the most relevant, and high-quality PR lists to pursue. You can use paid PR services to help you but there are also lots of great free options out there.
2. Prepare your media kit: Having an updated, professional media kit that follows PR list requirements and guidelines is essential.
3. Direct outreach: Email or contact the PR list owners directly to express interest in promoting their products.
4. Offer guest posting: Writing guest posts for major blogs or publications is another pathway to get on the PR radar and ultimately their lists.
5. Focus on building relationships: Making connections with journalists, bloggers, and influencers by engaging on social media, commenting on their content, and sharing their work is important to be noticed and considered as a potential collaborator.

10 Pro Tips to Get on PR Lists

Now, let’s get to the good stuff – how to increase your odds of getting on the PR lists.

First of all, you have to have an established online presence. Don’t stress too much over how big your following is, as different brands have different requirements.

1. Research Relevant Lists Obsessively

The first step is to create a running list of PR lists that would be a great fit for your brand. Spend time combing through the internet, joining groups on social media, and tapping into industry connections to unearth quality lists.

2. Understand the Difference Between Paid and Free Lists

Some top-tier PR companies have paid lists that are essentially premium services for guaranteed media features and coverage. Paid lists are often expensive but worth exploring if the ROI is there. However, there are also many reputable free PR lists out there which can be great starting points too.

3. Study Your Target PR List’s Brand Voice

Before reaching out, spend time immersing yourself in the content and brand voice of the PR list you’re pursuing. Note their tone, style, and the type of brands featured. Then, tailor your pitch to match their vibe.

4. Follow All Submission Guidelines to a Tee

Once you identify your target, follow the PR list application instructions down to the smallest detail. Whether it’s desired formatting, file naming conventions, or other requirements, missteps can instantly get you knocked out of contention.

5. Tell a Unique, Compelling Story

Media gatekeepers get pitched constantly, so your media kit needs to stand out by being creative, unique, and compelling. Don’t just list features and benefits – tell a captivating brand story that’ll pique their interest.

6. Design a Visually Stunning Media Kit

Similarly, your media kit should look visually stunning and on-brand. Invest in quality product photos, graphic design, formatting, and printing (if required). First impressions are everything!

7. Emphasize Social Proof and Credentials

PR people love seeing that you’ve been endorsed by other respected voices or have key credentials to your name. If you have great testimonials, press mentions, awards, or numbers that demonstrate credibility, make sure to showcase them prominently.

8. Build Relationships First if Possible

While not always feasible, building real relationships with people involved in a PR list will give you a foot in the door. Connect on social media, make valuable comments, and support their work first before asking for anything.

9. Be Persistent but Not Pushy

Getting on great PR lists often requires persistent follow-up that can last weeks or months. However, there’s a fine line between persistent and annoying. Be careful you don’t rub anyone the wrong way.

10. Offer Something of Value in Return

Pitching to be on a PR list shouldn’t be a one-way value proposition. Offer something in return like coverage or awareness of their brand within your community. Mutually beneficial partnerships go a long way.

Wrap Up

That’s a wrap! While the goal requires an investment in time and effort, knowing how to get on PR lists is important. It’s also worth it for the long-term brand equity you’ll build.

By staying persistent, crafting memorable media kits, and approaching the process strategically, PR packages will eventually follow, allowing you to occupy one of the most coveted spots online!