Why Collaborations with PRs are Important for Bloggers

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Collaborations with PRs are important for bloggers because PRs can provide access to people and brands allowing you to focus on creating unique content for your audience.

Obtaining content on relevant blogs is fast becoming an intrinsic part of PR campaigns. PRs are always on the lookout for new ways to promote their clients. I work with several PRs to curate fresh content for my blog. But not only for product reviews and attending events. I also love meeting interesting people, creating featured interviews and writing about social issues that relate to the modern working woman. A lot of which, I wouldn’t be able to properly publish without collaborating with PRs.

Creating Unique Content

One of the great things about working with publicists and agencies is that they can provide you with the opportunity to create content based on experiences, people or brands that you might have been exposed to otherwise. Based on their client list and what they’re promoting, PRs can introduce you to interesting people to interview for your blog, Youtube channel or podcast. They can also offer the opportunity to attend events, parties and product launches. If you have a massive audience with high engagement, they can also invite you on trips and travel expeditions.

One of my favourite content creators is Aimee Song of Song of Style. I love her Youtube channel. She travels the globe with some of the world’s top brands including Chanel, Dior and Louis Vuitton. She dishes tips on fashion, beauty, travelling, healthy, interior style and blogging success, all while living glamorously from her home base of Los Angeles.

When you’re lucky enough to be invited to events, parties, fashion shows, panel discussions or product launches it gives you the opportunity to curate “insider” content for your audience. This is one of the main reasons why collaborations with PRs are important for bloggers.

With luxury brand partnerships, celebrity access and her unique style, Aimee’s able to produce really interesting, quirky and exciting videos for her audience, giving them a peek at products, people and places they wouldn’t have been exposed to otherwise.

It’s great to attend product launches and share never-before-seen snaps and IG Stories with your social audience. But not only that—her audience keeps growing larger because she’s one of only a few bloggers that will have this level of access.

Being Seen As An “Influencer” or an Expert

Having this “insider” access positions you as an “influencer” or industry expert which can give you even more exposure to new followers and subscribers, growing your tribe even more.  This is a great reason why collaborations with PRs are important for bloggers. When you can grow your audience and network, then more agencies and brands will want to work with you, an opportunity that you can then leverage into paid branded content or lucrative sponsored posts.

 

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Providing Access

Another reason why collaborations with PRs are important for bloggers is that they can provide access to people, places, brands and all the things.

Perhaps if you pitched a prospective interviewee directly, they’d never respond back to you. Maybe they’re really busy or perhaps they never heard of your blog and are unaware of the value that you could produce for them or their product/service. But with a PR guiding their client and informing them of the value of doing blog appearances, you’re more likely to get the interview.

A few months back, I was approached by a content agency (which is slightly different than a PR agency, but still working towards the same outcome—exposure for their client), who was working with a high profile client on her new product launch. I had heard about this product line before and since it’s woman-owned, I knew it had the potential to be a great fit for the blog. But I thought such a high-profile person would never agree to an interview for my small blog, and I put it on the back burner of my mind. However, once I received this email from her content agency, I thanked my lucky stars.

Pitching on Your Behalf

PRs do the pitching work for you. Once your blog is on their radar, they will pitch you to multiple clients on their roster. The best PRs always make sure your content is a right fit for their client, essentially “packaging” the content for you so you don’t have to second guess if this content is a right fit for your audience.

Collaborations with PRs are important for bloggers because in many cases, PRs do all the heavy lifting and make things easy by going back and forth with the client on scheduling. They also typically provide a tonne of resources, fun facts, photos and background info so you don’t have to spend precious time researching random websites for references. Yes—they usually also send out products and free samples to aid your content creation.

If you’re looking to get your blog in front of influential publicists so you can create unique content for your audience, use my PR email pitch template to introduce yourself to PRs. This is, of course, is just a guide. But hopefully by ensuring that you include the following broad elements you can begin to develop mutually beneficial relationships with publicists and PR agencies.

Do you have a different approach? I’d love to hear about it in the comments.