Why “PR Package” has become the new dirty word in PR.

So, if you’d asked me earlier this year my most disliked word or phrase, before Covid it would have been “Moist”, during covid “new normal” or “unprecedented” and now today it’s definitely “PR Package”.  

Daily at my PR agency TishTash Marketing and Public Relations, we receive at least 20 messages varying from “PR Package” (yes, just that nothing else), Please send me a PR package (they get a few bonus points for “please” – but not enough to get over the edge) or a slightly more thought out message with “Send me a PR Package” at the end.   They all mean the same – send me free stuff!

 Let me explain why all us PR folk dislike the word “PR Package” so much:  

• There’s no way around it – using this term means send me free stuff.    It doesn’t spark any joy in us PR folk as it shows no passion, no thought-out approach and just no real effort or professionalism.  Ultimately it looks like you don’t give a sh*t.
• It’s become a term that seems to be used by startup ‘bloggers” who read the multitude of articles online entitled “get free stuff” – yes I googled and found them too! #dontddoit
•  I’ve yet to meet someone who said “send me PR package” that actually had a decent quality blog or feed. This may sound harsh, but it’s true. I lose track of the people that message us daily with 25 – 500 followers and a feed filled with bad selfies, photos of their cat or child and no relevant content at all.  As an agency or brand what we’re looking for these days firstly is a genuine or authentic audience to talk to. This doesn’t need to be massive, but it needs to be real and engaged.  Secondly, creating unique content is expensive for brands and in the Covid era very few of us have much budget to go around, so we’re looking for great content that the brand can use and this does not mean unboxing – but that’s a whole other topic I’ll get to one day soon.  
• As PR professionals we want to see true passion and dedication to your craft. We don’t just want to work with people who are on the hunt for the next freebie.  We want to see that you know who we are, you know who our clients are and that you’re not just copying and pasting the same to 100 insta accounts in one day. Law of averages someone will say yes, right? – No!

So that’s why we don’t like the term. I also get that everyone has to start somewhere and that some nice freebies is a perk of the “job”, but to this day I have NEVER sent a PR package to anyone who approached us asking for one. 

Given this is the case, what are my top tips for you to request a “PR Package” or the chance to work with an agency and their brands:

1.    Don’t call it a “PR Package” – it’s as simple as that.  I don’t like “Let’s collab” either while I’m being honest with you all.

2.    Never just go in and ask for free stuff. If you’re not on our PR list and we don’t know you, then it’s not going to work. Write a professional approach and treat this like a job interview of sorts.  Yes, you can create a template and personalize, but spend time crafting an approach that really sells you and gives a little personality too.   This can be by email or DM, but make yourself stand out. We get so many requests a day that you need to make us notice you. What made you start? What are your passions? Do you have a niche? Any interesting insights about your audience?

3.    Show true passion. Becoming an “influencer” or beauty blogger needs to be something you are passionate about and want to do. Never make it about the “free stuff” as it will show through.  True passion does on the other hand show through in the most positive way!  

4.    Don’t start asking brands to work with you until you and your feed are ready. It depends on the market and type of content you have, but 3-5,000 followers and good unique quality content is the bare minimum you need.  Yes, you need to create content before then but do what all the many influencers/bloggers before you did and buy products or use the ones you have to showcase your style of content and writing skills.  I want to see potential and what you can deliver for my brand. I want to see you take it seriously and you are professional in what you do.  We don’t just have boxes of product sitting around. Most campaigns these days give us 10-100 samples and we have to use these wisely. So, we need to be confident that we give them to the best influencers for the brand and their requirements.

5.    If someone says no, don’t write an abusive message back (it happens, trust me!) – ask for feedback nicely as most of the time we’ll give it. For example, my agency is a specialist beauty, health and wellness PR agency and so we have very specific requirements we look for. You may have great content but it simply isn’t right for us. Don’t take anything personally. Get feedback and use it as an opportunity to learn.

6.    PR is about relationships and you need to start building one with an agency.  So, don’t just dive straight in asking for freebies. Follow us, engage with us, show passion for what we do and get on our radar.  Make us be the ones asking you to work with us! It’s not in our interests to say no. We like to meet new people and we want to discover the next “big thing” - it’s in our interest to become “friends” with you. Treat this as you would any relationship and getting to know someone. The same rules apply.

The moral of this story? If you email me or DM me saying “PR package” – it’s just not going to get you very far.  

Natasha Hatherall-Shawe, Founder & CEO of TishTash Marketing and PR @TishTashTalks