GET ON THE LIST
-
You've probably seen creators attending a movie premiere, restaurant opening, fashion event, product launch, or pop-up and wondered:
“How did they even know about this?”
Often, the answer is simple:
They're on someone's list.
Understanding how PR lists work is one of the most important things you can learn if you want to start receiving invitations, products, and other creator opportunities.
WHAT IS A PR LIST?
Brands often hire public relations agencies, event agencies, influencer agencies, or their own internal communications teams to help promote products, events, openings, launches, and announcements.
Those teams maintain databases of people they may want to contact, including:
Journalists and editors
Content creators and influencers
Bloggers and newsletter writers
Photographers and media outlets
Industry professionalsWhen an opportunity comes up, the PR team can use those lists to decide who should hear about it.
That's why you may suddenly receive an email that says:
“We'd love to invite you...”
or
“We'd love to send you...”
The person emailing you may have found you months earlier and saved your information.
THERE ISN'T ONE GIANT “PR LIST”
This is important.
There isn't one magical list you get added to and suddenly start receiving invitations to everything.
Different agencies represent different brands.
Different people within the same agency may work on completely different accounts.
And lists can be organized by:
Location
Niche
Audience
Platform
Media vs. creator
Past attendance or coverage
Specific client or campaignSo getting invited to one event doesn't automatically mean you'll be invited to everything that agency handles.
Over time, you're really trying to get into multiple relevant PR networks.
HOW DO PR PEOPLE FIND CREATORS?
Sometimes you'll reach out to them.
But sometimes they find you.
They may discover you through:
Instagram, TikTok, YouTube, or other social platforms
Google or online search
Other creators
Previous event coverage
Media databases and creator tools
A colleague's recommendation
A brand you've already worked with
An event you attendedThis is another reason your bio should clearly state what you cover, where you're located, and how to contact you.
Make it easy for someone to understand whether you're a fit.
FOLLOWER COUNT ISN'T THE ONLY THING THAT MATTERS
Yes, audience size can matter for some opportunities.
But it isn't the only factor.
A PR team may also consider:
Your niche
Where you live
Who your audience is
Your engagement
The quality of your content
Whether you actually post about the things you're invited to
Your professionalism
Previous interactions with youA smaller creator who consistently covers NYC restaurant openings could be much more useful for a local restaurant launch than a larger creator whose audience has nothing to do with NYC or food.
Relevance matters.
AN INVITATION IS NOT THE SAME AS A PAID COLLABORATION
This is an important distinction.
If a PR agency invites you to an event, sends you a product, offers you a complimentary meal, or gives you access to an experience, that does not automatically mean you've been hired to create sponsored content.
There may be no guaranteed deliverables at all, or there may be specific expectations attached to the invitation.
Read the invitation carefully.
Later in Creator Academy, we'll break down terms like gifted, in-kind, exchange, comped, paid partnership, deliverables, and usage rights so you know exactly what you're agreeing to.
PR PEOPLE REMEMBER RELIABLE CREATORS
Think beyond getting the first invitation.
If you RSVP yes and show up, behave professionally, create good content when appropriate, tag accurately, and make the PR person's job easier, they're much more likely to remember you.
If you repeatedly RSVP and don't show up, demand extra guests, ignore instructions, or are difficult to work with, they'll remember that too.
There are real people behind these lists.
THE REAL GOAL ISN'T JUST “GETTING ON THE LIST”
It's easy to think:
“I just need to get on more PR lists.”
But the bigger opportunity is building relationships.
One PR contact may move to another agency.
A person you meet working on a beauty brand today might be working on a completely different client next year.
A good relationship can follow you far beyond one event or one brand.
So don't think of PR contacts as email addresses you're collecting.
Think of them as professional relationships you're building.
Getting on a list might get you one invitation. Becoming someone PR teams know, trust, and enjoy working with can create opportunities for years.
-
Before you start emailing PR agencies and asking to be added to lists, make sure that when someone looks you up, they can immediately understand who you are, what you cover, where you're based, and how to contact you.
PR teams are busy. Don't make them work to figure out whether you're a fit.
MAKE YOUR BIO CLEAR
Your social media bio should quickly communicate:
What you cover
Where you're based, if location matters
Who you are
How to contact youFor example:
NYC Creator | Events • Food • Lifestyle
Sharing the best things to do in New York
PR/Collaborations: name@email.comThat tells a PR person much more than:
“Just living my best life ✨”
You can still have personality. Just make sure the useful information is there too.
PUT YOUR EMAIL IN YOUR BIO
If you want opportunities, make it easy to contact you.
Have a professional email address dedicated to creator, media, or business inquiries.
Don't make a PR person:
DM you → wait for a response → ask for your email → wait again → finally send the invitation
They may simply move on to someone whose email was immediately available.
CHECK YOUR NAME FIELD
Your username isn't the only searchable part of your profile.
When possible, use your profile's name/display field to provide useful context.
For example:
Linda | NYC Events & Lifestyle
instead of simply:
Linda
Think about what someone might search when they're looking for creators like you.
MAKE YOUR LOCATION OBVIOUS
This is especially important if you want event invitations.
If an agency is putting together a guest list for an event in New York, they need creators who can realistically attend in New York.
If there's no indication where you're based, they may skip your account.
You don't need to share your exact neighborhood or address.
Something as simple as:
NYC Creator
or
NYC + Travel
can be enough.
MAKE SURE YOUR RECENT CONTENT MATCHES WHAT YOU'RE ASKING FOR
If you're emailing restaurant PR agencies asking for invitations, but you haven't posted food or restaurant content in six months, there's a disconnect.
You don't need previous brand partnerships to start.
Create the kind of content you want to be invited to create.
Want beauty opportunities? Start creating beauty content with products you already own.
Want restaurant invitations? Cover restaurants you're already visiting.
Want travel partnerships? Show how you create travel content on trips you're already taking.
Want fashion invitations? Start showing your fashion perspective.
You're demonstrating what you can do before anyone hires or invites you.
TAG BRANDS AND PLACES YOU GENUINELY FEATURE
If you're already using a product, visiting a restaurant, attending an event, or staying somewhere you genuinely like, tag the relevant account when appropriate.
This makes it easier for the brand's social or PR team to discover your content.
Don't tag random companies that have nothing to do with your post.
And don't tag 30 brands hoping somebody notices you.
Relevant tagging is useful. Desperate tagging looks like desperate tagging.
We'll go much deeper into getting on a brand's radar in Work With Brands.
HAVE A PROFESSIONAL LINK IN BIO
Your link can lead to your:
Website
Portfolio
Media kit
Newsletter
Blog
Other social platformsIf someone is considering inviting or working with you, give them an easy way to learn more.
This is another reason I recommend having your own website or creator home base eventually.
CLEAN UP WHAT NEEDS CLEANING UP
You don't need a perfectly curated feed.
But look at your profile through the eyes of someone considering you for a professional opportunity.
Check for:
Broken links
Old contact information
An unclear bio
Low-quality pinned posts
Outdated highlights
Content you no longer want representing your brandYou don't need to erase your personality or make your account look corporate.
You simply want it to feel intentional and current.
CREATE A MEDIA KIT BEFORE YOU THINK YOU NEED ONE
Eventually, someone will ask:
“Can you send over your media kit?”
It's much easier if you already have one.
Your media kit can include:
Who you are
Your niche
Audience information
Platforms and follower counts
Selected analytics
Examples of your content
Previous partnerships or features
Contact informationDon't worry if you haven't worked with major brands yet. Your media kit can grow with you.
We'll build this out properly in Look Professional.
DO THE “PR TEST”
Pretend you've never seen your account before.
You're a PR person with 50 potential creators open in different tabs.
You have 10 seconds to look at yours.
Can you tell:
Who is this person?
What do they cover?
Where are they based?
What does their content look like?
How do I contact them?
If the answers are obvious, you're making the PR person's job easier.
And that's exactly what you want.
Before asking PR teams to put you on their lists, make sure your profile gives them a reason to want you there.
-
Knowing that PR lists exist is one thing.
Figuring out who actually handles the brands, restaurants, events, hotels, products, or experiences you want to cover is the next step.
You don't need thousands of contacts. You need the right contacts for your niche.
START WITH THE BRANDS YOU ALREADY LOVE
Make a list of brands and businesses that genuinely fit your content.
If you're a beauty creator, think about the beauty brands you already use.
If you cover NYC events, think about the venues, attractions, entertainment companies, restaurants, fashion brands, and lifestyle companies you regularly feature.
If you're a travel creator, think about hotels, tourism boards, airlines, luggage brands, and travel companies.
Start with 20–30 dream brands or organizations that realistically make sense for your audience.
Then figure out who represents them.
FIND OUT WHO HANDLES THEIR PR
A brand may handle PR internally, hire an outside agency, or use different agencies for different parts of its business.
For example, one agency might handle:
Consumer PR
while another handles:
Influencer marketing
and another handles:
Events
So don't assume that finding one agency connected to a brand means you've automatically found the right person.
WHERE CAN YOU FIND PR CONTACTS?
This often requires some detective work.
Try:
The brand's website
Look for Press, Media, Newsroom, Contact, Partnerships, or Influencer pages.Google
Search combinations such as:“BRAND NAME PR agency”
“BRAND NAME public relations”
“BRAND NAME influencer marketing”
“BRAND NAME press contact”LinkedIn
Search the brand or agency and look for people with roles involving PR, communications, influencer marketing, partnerships, social media, or creator marketing.Press releases
This is one of my favorites. Press releases frequently include media contacts at the bottom, and they can also reveal which agency represents a brand.Instagram
Look at which agencies or PR accounts brands tag around launches and events.Other creators
Pay attention to who is tagged in event coverage, gifting posts, press previews, and brand activations.LEARN THE JOB TITLES
The person you need may not have “PR” in their title.
Look for titles involving:
Public Relations
Communications
Influencer Marketing
Creator Partnerships
Brand Partnerships
Media Relations
Social Media
Experiential MarketingYou don't need to memorize every title.
You're simply looking for someone whose job appears connected to media, creators, events, or partnerships.
USE PROFESSIONAL CONTACT INFORMATION
Whenever possible, use a person's publicly available professional email address or official contact channel.
Don't hunt down someone's personal phone number or private email address.
You want to build a professional relationship, and that starts by respecting professional boundaries.
DON'T EMAIL THE ENTIRE AGENCY
If you find 15 people at one PR agency, don't send the same pitch to all 15 of them at the same time.
Try to identify the person most likely to work on the account.
If you're unsure, it's perfectly fine to contact a general agency email and say:
“Hi! I'm hoping to connect with the person who handles creator relations for [Brand]. Would you be able to point me in the right direction?”
That's much better than flooding everyone's inbox.
KEEP TRACK OF WHAT YOU FIND
Start building your own contact database.
At minimum, track:
Agency
Contact name
Email
Brands/accounts they represent
Location
Date you contacted them
Response
Last interaction
NotesPR accounts change constantly. People switch agencies. Agencies gain and lose clients.
Your contact list should be something you maintain, not something you build once and forget.
We'll create a simple tracking template for you later in Templates & Tools.
WANT TO SKIP SOME OF THE SEARCHING?
Finding the right contacts can take a lot of time.
If you'd like a head start, we've created the Average Socialite PR & Brand Contact Directory, a curated and frequently updated resource featuring PR contacts, agencies, creator programs, submission links, and other opportunities.
→ ACCESS THE PR & BRAND CONTACT DIRECTORY
Optional premium resource. Sold separately from Creator Academy.
DON'T MEASURE SUCCESS BY THE SIZE OF YOUR CONTACT LIST
Having 2,000 email addresses isn't particularly useful if none of them are relevant to what you create.
I'd rather have 50 good contacts who know who I am than thousands of random addresses I've never meaningfully connected with.
Your goal isn't to collect emails.
It's to figure out who the right people are, introduce yourself professionally, and start building relationships with them.
And that's exactly what we'll do next.
-
You've found the right PR agency or contact.
Now what do you actually say?
Your first email doesn't need to be long or complicated. In fact, short, specific, and professional is usually better.
Your goal isn't to convince someone to invite you to everything immediately.
Your goal is to introduce yourself and start a relationship.
WHAT SHOULD YOUR INTRODUCTION INCLUDE?
A strong introduction usually answers:
Who are you?
What do you cover?
Where are you based?
Why are you contacting this person?
Where can they see your work?
How can they reach you?You don't need to send your entire life story.
MAKE IT PERSONAL
Avoid sending the exact same generic email to hundreds of PR contacts.
Instead of:
“Hi, I'd love to be added to your PR list.”
Try mentioning why you're reaching out.
Maybe you regularly use one of their client's products.
Maybe you cover restaurant openings in their city.
Maybe you've seen events they've produced that fit your audience.
Even one personalized sentence can make your email feel much more intentional.
SAMPLE PR INTRODUCTION
Subject: NYC Creator Introduction | [Your Name]
Hi [Name],
I'm [Name], a NYC-based creator covering events, restaurants, and lifestyle for [Account/Website].
I recently came across your work with [Brand/Client] and wanted to introduce myself. I regularly share NYC openings, events, and experiences with my audience and would love to stay on your radar for relevant opportunities.
You can see my work here:
[Instagram/TikTok/Website]I'm also happy to send over my media kit if helpful.
Thanks so much, and I hope we can stay in touch!
Best,
[Name]
[Email]
[Social Handle]DON'T LEAD WITH YOUR FOLLOWER COUNT
You can absolutely include audience information when it's relevant, particularly in your media kit.
But your opening sentence doesn't need to be:
“Hi! I have 12,438 followers.”
Start with who you are and what you create.
Your value isn't defined by one number.
SHOULD YOU ATTACH YOUR MEDIA KIT?
You can, but you don't necessarily need to attach a large file to every introductory email.
A link to your media kit or website can be cleaner and easier to update.
If you're responding to a specific opportunity and they ask for analytics or a media kit, send it.
We'll give you an actual media kit example and template later in Creator Academy.
SHOULD YOU EMAIL OR DM?
If a professional email address is available, email is usually my first choice for PR outreach.
DMs can still be useful when:
You can't find an email
You've already interacted with the person on social media
The agency specifically invites DMs
You're asking a quick questionIf you DM, keep it short.
You can even say:
“Hi! I'm a NYC creator covering events and lifestyle and would love to introduce myself to whoever handles creator relations for your NYC events. Is there a good email I can reach out to?”
Now your DM has a clear purpose.
DON'T ASK FOR EVERYTHING IN YOUR FIRST EMAIL
Avoid:
“Please add me to all your events, gifting lists, restaurant openings, fashion shows, beauty launches, trips, and paid campaigns.”
You don't need to list everything you want.
Introduce yourself, explain what you cover, and establish the connection.
Specific opportunities can come later.
DON'T PRETEND YOU KNOW SOMEONE
If you've never met the person, that's completely fine.
You can simply say:
“I wanted to introduce myself.”
You don't need a warm introduction to start building a professional relationship.
Everyone on your contact list was a stranger at some point.
MAKE IT EASY TO CHECK YOU OUT
Before hitting send, make sure you've included clickable access to the places that matter:
Your primary social account
Website or portfolio, if applicable
Media kit, when appropriateAnd make sure those pages are updated before you send someone there.
DON'T GET DISCOURAGED IF THEY DON'T RESPOND
PR professionals receive a lot of emails.
No response doesn't necessarily mean:
“We're not interested in you.”
They may not have a relevant opportunity right now. They may save your information. They may be extremely busy. Your email may simply arrive at a bad time.
You can follow up appropriately, which we'll cover later.
But don't send:
“Just following up!”
every two days.
REMEMBER THE PURPOSE OF THE FIRST EMAIL
You're not trying to get everything from one message.
You're saying:
This is who I am. This is what I cover. This is where you can see my work. I'd love to stay connected.
That's enough.
Your first PR email doesn't need to immediately get you an invitation. It needs to make it easy for the right person to remember you when the right opportunity comes along.
TEMPLATE →
DOWNLOAD: PR INTRODUCTION EMAIL TEMPLATE
-
Once you've introduced yourself to a PR contact, it's completely okay to ask to be considered for their PR list.
The key is how you ask.
You want to communicate what you cover and why you're relevant, not simply:
“Can you put me on your list?”
BE SPECIFIC ABOUT WHAT YOU COVER
PR teams often manage many different clients and types of opportunities.
Instead of:
“I'd love to be added to your PR list.”
Try:
“I'd love to be considered for your NYC media and creator list for relevant food, lifestyle, and event opportunities.”
That gives the person useful information about where you might fit.
GIVE THEM THE INFORMATION THEY NEED
Depending on your niche, it can be helpful to include:
Your name
Creator or publication name
Social handles
Website
Email
Location
What you cover
Media kit or portfolio linkYou don't necessarily need to include all of this in the body of every email. A professional signature and media kit can handle some of it.
SAMPLE: ASKING TO JOIN A PR LIST
Subject: NYC Creator | PR List
Hi [Name],
I'm [Name], a NYC-based creator covering events, restaurants, and lifestyle on [Account].
I've been following some of the work your team does with [Brand/Client/Type of Client] and would love to be considered for your media and creator list for relevant NYC opportunities.
You can see my work here: [Link]
Please let me know if there's any additional information I can provide.
Thank you!
Best,
[Name]
[Email]
[Social Handle]IF YOU'RE CONTACTING A GENERAL PR EMAIL
Sometimes you won't know the right person's name.
That's okay.
Try:
“Hi! I'm a NYC-based creator covering food, events, and lifestyle. I'd love to be considered for relevant media and creator opportunities your agency handles. If there's someone specific I should connect with, I'd really appreciate it if you could point me in the right direction.”
Now you're not expecting the person monitoring the inbox to know what to do with a vague “Add me to your list” request.
DON'T ASK FOR OPPORTUNITIES THAT DON'T FIT YOUR CONTENT
Being on every list isn't the goal.
If you primarily create parenting content, being added to a nightlife list probably isn't particularly valuable.
If you cover beauty, getting information about industrial technology conferences isn't going to help you.
Focus on lists that could realistically lead to content your audience actually wants.
DON'T EXAGGERATE WHO YOU ARE
You don't need to call yourself a journalist if you're not a journalist.
You don't need to claim you're covering an event for a publication if you're not.
You don't need to inflate your audience or engagement.
If you're a creator, say you're a creator.
If you're a blogger, say you're a blogger.
If you run a media outlet, say that.
Your actual value is enough to introduce yourself professionally.
WHAT IF YOU'RE JUST STARTING?
You can still reach out.
You don't need to wait until you have 100,000 followers.
But before contacting PR agencies, I'd recommend having enough content on your account to demonstrate what you actually create.
If someone clicks your profile after receiving your email, they should be able to understand your niche and see examples of your work.
If you've posted three times total, spend some time creating first.
SHOULD YOU ASK TO BE ADDED TO “ALL LISTS”?
No.
Even if an agency represents dozens of brands, don't ask to be added to everything.
Instead:
“I'd love to be considered for relevant beauty and lifestyle opportunities.”
or:
“I'd love to stay on your radar for NYC restaurant and hospitality openings.”
You're helping the PR person categorize you.
DON'T EXPECT AN IMMEDIATE INVITATION
Being added to a database doesn't mean an invitation will arrive tomorrow.
You may hear from someone next week.
You may hear from them six months from now.
You may never hear from them if their clients aren't a good fit.
That's normal.
Your job is to get yourself into the right networks and continue creating content that makes you more valuable to those networks.
KEEP YOUR INFORMATION UPDATED
Your creator business will change.
You may grow your audience, change your niche, move cities, launch a website, start a newsletter, or create a new email address.
If you have an established PR relationship, it's okay to periodically send a meaningful update.
For example:
“Quick update: I've recently expanded my coverage to include family travel and wanted to share my updated media kit.”
That's useful.
Sending someone your follower count every time it increases by 500 is not.
FOLLOW UP, BUT DON'T SPAM
If you don't receive a response, one polite follow-up is reasonable.
Give the person time before following up.
Your message can be simple:
“Hi [Name], I wanted to follow up on my introduction below in case it got buried. I'd love to stay on your radar for relevant NYC food and lifestyle opportunities. Thanks so much!”
Then move on.
Don't repeatedly email until someone responds.
REMEMBER: YOU'RE ASKING TO BE CONSIDERED
I like the phrase:
“I'd love to be considered for relevant opportunities.”
You're not demanding access.
You're letting the PR team know who you are and giving them permission to contact you when there's a fit.
That's professional, confident, and easy for them to act on.
The goal isn't to get onto every PR list. It's to get onto the right lists and become someone those PR teams are happy to contact.
TEMPLATE →
DOWNLOAD: PR LIST REQUEST + FOLLOW-UP EMAIL TEMPLATES
-
For many creators, this is one of the most exciting parts of building a presence online.
Restaurant openings. Product launches. Press previews. Fashion events. Movie premieres. Pop-ups. Brand activations. Tastings. Hotel openings.
But how do people actually get invited?
Usually, it's a combination of being discoverable, being relevant, knowing the right people, and building a reputation as someone worth inviting.
UNDERSTAND WHO CONTROLS THE GUEST LIST
The brand you see on the invitation isn't necessarily the company creating the guest list.
Invitations may be handled by:
The brand's internal PR team
An outside PR agency
An event or experiential agency
An influencer marketing agency
The venue
A production company
A combination of several teamsThis is why figuring out who actually handles the event can be more valuable than simply DMing the brand.
HOW DO CREATORS GET INVITED?
There are several ways.
You might already be in a PR database.
A PR person might discover your content.
Another PR contact might recommend you.
You may have covered the brand previously.
You might respond to a press announcement.
You might hear about the event and proactively reach out.
Or you may have attended a previous event and stayed on the agency's radar.
The more relationships you build, the less mysterious the process becomes.
YES, YOU CAN ASK FOR AN INVITATION
You do not always have to wait for an invitation to magically appear.
If you learn about an upcoming event that genuinely fits your content, it's perfectly acceptable to professionally express interest.
For example:
Subject: Creator Interest | [Event Name]
Hi [Name],
I'm [Name], a NYC-based creator covering events, food, and lifestyle on [Account].
I saw that [Event/Opening/Activation] is coming up and would love to cover it for my audience if you're considering creators or media.
You can see my recent coverage here: [Link]
If there's availability, I'd love to be considered. Thank you!
Best,
[Name]Notice the wording:
“I'd love to be considered.”
You're expressing interest, not acting entitled to an invitation.
TIMING MATTERS
Don't wait until an hour before an event to start searching for a contact.
If you hear about something early, reach out early.
Guest lists can fill up. Some events have extremely limited capacity, and others require approvals from the brand before invitations are sent.
At the same time, don't assume you've missed your chance just because an event is approaching.
Plans change. Guests cancel. PR teams sometimes add people later.
A polite request is fine.
DON'T ASK FOR AN INVITE JUST BECAUSE AN EVENT LOOKS COOL
Ask yourself:
Would I actually create content about this?
If your account is entirely about gardening and you suddenly request access to a sneaker launch because celebrities will be there, the PR team may wonder why you're a fit.
You don't need to stay inside an impossibly narrow niche, but there should be a reasonable connection between the opportunity, your content, and your audience.
SHOW THAT YOU ACTUALLY COVER EVENTS
If event invitations are one of your goals, your profile should demonstrate that you know how to cover an event.
You don't need to wait for an invitation to start.
Cover:
Public pop-ups
Festivals
Restaurant openings you visit yourself
Exhibitions
Community events
Ticketed experiences
Local attractionsCreate the type of event coverage you'd want a PR person to see.
When they click your account, they should be able to imagine what their event would look like on your page.
COVER PUBLIC EVENTS BEFORE ASKING FOR PRIVATE ONES
This is one of the easiest ways to build an event portfolio.
There are constantly events and activations that don't require a private invitation.
Go.
Create great coverage.
Tag the relevant accounts.
Save your strongest examples.
Now, when you ask to attend a press preview or launch, you have something to show.
Don't wait for access to prove that you can create good event content.
SOMETIMES THERE ARE DIFFERENT TYPES OF INVITATIONS
Not everyone at an event is necessarily there for the same reason.
There may be:
Press
Creators
VIPs
Celebrities or talent
Industry guests
Clients
Friends of the brand
There may even be different sessions, such as a press preview followed by a public opening.
So don't compare yourself too closely to everyone you see attending.
You usually don't know why someone was invited or what relationship they have with the brand.
AN INVITATION DOESN'T ALWAYS INCLUDE A PLUS-ONE
Never assume you can bring someone.
If the invitation doesn't mention a guest, ask before bringing one.
A simple:
“Thank you so much! Just checking, does the invitation include a plus-one?”
is perfectly fine.
Showing up with an unapproved guest puts the PR team in an awkward position.
DON'T RSVP YES TO EVERYTHING
It can be tempting when invitations start arriving.
But every event takes time.
Traveling there, attending, filming, editing, posting, and following up can turn a two-hour event into several hours of work.
Choose opportunities that make sense for your content, audience, relationships, and goals.
You don't need to attend everything to stay relevant.
YOUR REPUTATION TRAVELS
The PR world can be surprisingly connected.
People move between agencies. Agencies work with multiple brands. Colleagues share recommendations.
Being someone who is professional, reliable, appreciative, and easy to work with matters.
And once you start receiving invitations, how you handle them can determine whether you keep receiving them.
That's what we'll cover next.
TEMPLATE →
DOWNLOAD: EVENT INVITATION REQUEST EMAIL TEMPLATE
-
Event invitations aren't the only reason to build relationships with PR teams.
Brands also send creators products, samples, new releases, press mailers, and other gifts in hopes that they'll discover, try, and potentially share them.
You've probably seen creators post:
“Look what just arrived in PR!”
Here's how that actually works.
WHAT IS A PR GIFTING OR SEEDING LIST?
A gifting or seeding list is a list of creators, editors, media, or other people a brand may send products to.
Brands use gifting to:
Introduce new products
Generate awareness
Get products into creators' hands
Build relationships
Potentially generate organic social coverageSometimes the package is simple.
Sometimes it's an elaborate PR box designed specifically to encourage social sharing.
But an important point is:
Receiving a gift does not automatically mean you've been hired to create content.
GIFTING IS NOT THE SAME AS A PAID PARTNERSHIP
If a brand sends you a $75 skincare product with no agreement to post, that is very different from a brand hiring you to create a Reel for $750.
Don't confuse receiving something of value with being paid for your work.
We'll go much deeper into this in Work With Brands, including terms such as:
Gifted
In-kind
Exchange
Comped
Paid partnershipWe'll also talk about when an exchange may be worth accepting and when it may make more sense to ask for payment.
HOW DO YOU GET ON GIFTING LISTS?
Many of the same strategies we've already discussed apply.
Brands and PR teams may discover you through your content, or you can proactively introduce yourself.
You can also look for:
Brand creator programs
Influencer application forms
PR mailing-list forms
Ambassador programs
Creator platformsSome brands have formal systems where creators can submit their information rather than contacting an individual PR person.
We'll include creator and influencer platforms you can join in our premium PR & Brand Contact Directory as well.
YOU CAN ASK TO BE CONSIDERED FOR GIFTING
If you genuinely use or cover a brand, it's okay to ask.
For example:
Subject: Creator Introduction | [Your Name]
Hi [Name],
I'm [Name], a beauty and lifestyle creator based in NYC. I'm a longtime fan of [Brand] and regularly share beauty finds and product recommendations with my audience.
I'd love to introduce myself and be considered for future gifting or creator opportunities if there's a fit.
You can see my content here: [Link]
Please let me know if there's any additional information I can provide.
Thank you!
Best,
[Name]Again, you're not demanding free products.
You're introducing yourself and expressing interest.
DON'T ASK EVERY BRAND FOR FREE STUFF
There's a difference between:
“I create beauty content and genuinely use your products. I'd love to be considered for future gifting.”
and:
“Hi! Can you send me free products?”
Approach gifting like a professional relationship, not a way to collect free things.
Ideally, the products you receive should make sense for the content you're already creating.
MAKE IT EASY FOR BRANDS TO KNOW WHAT TO SEND YOU
Depending on your niche, PR teams may eventually ask for information such as:
Mailing address
Clothing or shoe size
Skin tone or shade
Hair type
Product preferencesOnly provide information you're comfortable sharing and only through legitimate professional channels.
If you're unsure whether an email or form is legitimate, verify it before providing personal information.
YOU DON'T HAVE TO POST EVERYTHING YOU RECEIVE
Unless you've specifically agreed to deliver content, receiving an unsolicited product doesn't automatically mean you owe the brand a Reel, TikTok, Story, or positive review.
That said, if you genuinely like something and it fits your content, sharing it can help build the relationship.
If you don't like it, don't pretend that you do.
Your audience's trust is more valuable than staying on a gifting list.
WHEN YOU DO LOVE SOMETHING, MAKE THE MOST OF IT
This is where gifting can turn into something bigger.
If a brand sends you something you genuinely love:
Create strong content.
Tag the brand appropriately.
Mention the product accurately.
Send the PR contact a quick thank-you.
And if the content performs particularly well, consider sharing those results with the contact.
A simple gifted product can become the beginning of a relationship that later leads to:
More gifting → event invitations → paid campaigns → long-term partnerships
There's no guarantee, but you're giving the brand a reason to remember you.
KEEP TRACK OF WHAT YOU RECEIVE
As opportunities grow, it becomes surprisingly easy to forget who sent what.
Track:
Brand
PR agency/contact
Product received
Date received
Whether you posted
Link to coverage
Any follow-upThis can also be helpful for business and tax recordkeeping. We'll cover basic creator business organization later, and for individual tax questions, always consult a qualified tax professional.
WATCH OUT FOR FAKE GIFTING OFFERS
As your account grows, you may receive messages claiming:
“Congratulations! You've been selected as a brand ambassador!”
Then they ask you to pay a large shipping fee, buy products first, provide sensitive information, or click a suspicious link.
A legitimate-looking logo doesn't make an offer legitimate.
Before providing personal information or payment details, verify the sender, email domain, brand account, links, and offer.
We'll cover creator scams and fake brand offers in more detail later.
THINK BEYOND THE FREE PRODUCT
The goal isn't to fill your house with things you don't need.
The real value of gifting is the opportunity to:
Discover products you genuinely like, create useful content for your audience, demonstrate your value to brands, and build professional relationships.
A free product is nice.
A relationship with a brand that eventually wants to pay you for your work is much more valuable.
TEMPLATE →
DOWNLOAD: PR GIFTING LIST REQUEST TEMPLATE
-
You got the invitation. Now what?
How you handle an invitation can be just as important as how you got it.
PR teams notice creators who are reliable, professional, appreciative, and easy to work with. The way you handle one invitation can affect whether you're considered for the next one.
READ THE ENTIRE INVITATION
Before immediately replying “YES!”, read everything.
Look for:
Date and time
Location
RSVP deadline
Check-in instructions
Dress code
Plus-one information
Posting requests or requirements
Embargoes or timing restrictions
Hashtags and accounts to tag
Transportation or parking informationIf something isn't clear, ask.
It's much better to clarify beforehand than arrive with the wrong expectations.
RSVP PROMPTLY
PR teams are often working with limited capacity and waiting lists.
If you know you want to attend, RSVP as soon as you reasonably can.
If you know you can't attend, decline politely.
You don't need a long explanation:
“Thank you so much for thinking of me! Unfortunately I won't be able to attend this one, but I'd love to stay on your radar for future opportunities.”
Declining an invitation professionally is much better than accepting and not showing up.
RSVP YES ONLY IF YOU ACTUALLY PLAN TO GO
This one matters.
Don't RSVP yes to five events on the same night and decide later which one sounds best.
Guest lists have limits. Your spot could have gone to someone else.
Things happen, and sometimes you genuinely need to cancel. That's completely different from repeatedly accepting invitations you never intended to prioritize.
Your RSVP is a commitment.
IF YOU NEED TO CANCEL, TELL THEM
Don't just disappear.
Send a quick message as soon as you know:
“I'm so sorry, but I'm no longer able to attend tonight. I wanted to let you know as soon as possible so you can release my spot. Thank you again for including me.”
A last-minute cancellation is still better than a no-show with no explanation.
NEVER ASSUME YOU HAVE A PLUS-ONE
If the invitation says “+1,” “guest included,” or asks for your guest's name, you're good.
If it doesn't, assume the invitation is for you only.
You can politely ask:
“Thank you so much! I wanted to check whether my invitation includes a plus-one.”
If they say no, respect it.
Don't show up with an unexpected guest and put the person checking you in in an uncomfortable position.
DON'T ASSUME YOUR PLUS-ONE IS ALSO A CREATOR
If you're allowed a guest, that doesn't necessarily mean your guest is separately credentialed, entitled to gifting, or included in creator-specific activities.
Follow whatever the invitation says.
BE MINDFUL OF ARRIVAL TIMES
If the invitation says:
6:00–8:00 PM
that doesn't necessarily mean arriving at 7:50 PM makes sense.
If there's a presentation, performance, dinner, tour, screening, or scheduled program, there may be a specific check-in time.
On the other hand, don't arrive extremely early and expect the team to accommodate you while they're still setting up.
Follow the instructions you've been given.
INTRODUCE YOURSELF
Events aren't just content opportunities.
They're relationship opportunities.
If the PR person who invited you is there, introduce yourself.
You can simply say:
“Hi, I'm [Name]. Thank you so much for inviting me. It's so nice to finally meet you!”
You don't need to immediately pitch yourself.
Be friendly. Be appreciative. Have a conversation.
Putting a face to an email address can make a huge difference.
REMEMBER WHY YOU'RE THERE
It's easy to get distracted by the food, drinks, celebrities, gift bags, or other creators.
But if you're attending as a creator, create.
Capture the things your audience would actually want to see.
And don't forget the brand.
If a skincare company invited you to an elaborate launch and your Reel shows the venue, cocktails, outfit, DJ, and dessert but never shows the skincare product, you've missed the point.
Ask yourself:
“If I were the brand paying for this event, what would I hope creators captured?”
Then combine that with what your audience wants to see.
GET THE INFORMATION BEFORE YOU LEAVE
Before leaving, make sure you know what you're posting about.
That might include:
The correct brand or product name
Launch date
Location
Public opening date
Ticket information
Relevant social handles
Event hashtag
Any important campaign messagingTake a photo of signage or information cards if that helps you remember.
You don't want to sit down to edit the next morning and realize you have no idea what the product was called.
ASK BEFORE FILMING WHEN APPROPRIATE
An invitation doesn't automatically mean every person and every area is available for unrestricted filming.
Be especially mindful around:
Private conversations
Other guests
Children
Backstage areas
Unreleased products
Confidential informationIf you're unsure whether something can be photographed or posted, ask.
PAY ATTENTION TO EMBARGOES
Sometimes you're allowed to attend, photograph, or experience something before the public is supposed to know about it.
The invitation may say something like:
“Embargoed until September 25 at 9:00 AM.”
That means don't publish the information before that time.
Breaking an embargo can seriously damage a PR relationship.
If you don't understand the posting restriction, ask before posting.
DON'T MAKE EVERYTHING ABOUT WHAT YOU CAN GET
Don't ask:
“Is there a gift bag?”
“What are you giving creators?”
“Can I take another one?”
“Can my friend get one too?”
If gifting is part of the event, the team will usually tell you.
Remember that you're building a professional reputation, not trying to maximize the amount of free merchandise you can leave with.
BE KIND TO EVERYONE
Be respectful to:
PR staff
Event staff
Security
Servers
Photographers
Other creators
Brand representativesThe person checking you in may be the junior employee who becomes an account director a few years from now.
More importantly, being respectful should simply be the standard.
YOU DON'T HAVE TO POST INSTANTLY
Unless you've agreed to a specific posting timeline, don't sacrifice good content just to be the first person to upload something.
Sometimes Stories during the event make sense.
Sometimes a polished Reel the following morning is more valuable.
Sometimes both work.
Focus on creating something useful rather than simply proving you were there.
BEFORE YOU LEAVE
Make sure you've:
Captured enough footage
Gotten the information you need
Met your PR contact if possible
Thanked the host
Confirmed any posting instructionsThen save the contact information.
Because what you do after the event can be what turns one invitation into the next one.
Getting invited is exciting. Being someone they want to invite again is the goal.
-
The event is over. The package arrived. You posted your content.
You're not done yet.
This is where many creators miss an opportunity.
The follow-up is how you start turning a one-time invitation or gift into an ongoing PR relationship.
POST STRONG CONTENT
If you decide to cover the event or product, create something you're proud of.
Make sure you:
Tag the correct brand
Tag the PR agency when appropriate
Use requested hashtags or campaign tags
Include useful information for your audience
Follow any agreed-upon posting requirements
Disclose gifted or sponsored relationships appropriatelyDon't just post because you feel obligated to check a box.
Create content that is useful to your audience and shows the PR team what you can do.
SEND YOUR COVERAGE TO YOUR PR CONTACT
Don't assume they saw your post.
PR teams may be managing dozens of creators and hundreds of pieces of coverage.
Once your content is live, send the link.
For example:
Hi [Name],
Thank you again for having me at [Event]! I had such a great time and wanted to send over my coverage: [Link]
Thanks again for including me, and I'd love to stay in touch for future opportunities!
Best,
[Name]Simple.
Now you've made their job easier and reminded them who you are.
SAY THANK YOU
You don't need to send an elaborate thank-you after every interaction.
A short email or message is enough.
If someone personally invited you, coordinated your attendance, sent you a product, or helped you at an event, acknowledge it.
Being appreciative is memorable.
IF YOU RECEIVED A GIFT, FOLLOW UP WHEN IT MAKES SENSE
You don't need to email someone the second a package hits your doorstep.
But if you genuinely loved the product, tell them.
For example:
“Thank you so much for sending the new collection! I've been trying [Product] this week and really love [specific detail]. I shared it with my audience here: [Link]. Thanks again for thinking of me!”
Specific feedback feels much more genuine than:
“Thanks for the free stuff!”
SHARE RESULTS WHEN THEY'RE WORTH SHARING
Did your Reel perform especially well?
Did people save or share it?
Did your audience ask lots of questions about the product?
Did your Story generate significant link clicks?
Tell the PR contact.
For example:
“Quick update: the Reel has reached 42K views and generated 1,200 saves so far, so I thought I'd share the results with you!”
You don't need to send analytics for every post.
But when something performs particularly well, use that information.
It gives the PR team another reason to remember you.
SAVE YOUR BEST RESULTS
Take screenshots or record important analytics while they're available.
Save things like:
Views/reach
Watch time
Shares
Saves
Comments
Story views
Link clicksYou may want these later for your media kit, portfolio, pitches, or brand negotiations.
DON'T IMMEDIATELY ASK FOR SOMETHING ELSE
Imagine receiving:
“Thank you for inviting me last night! Can you invite me to your next event?”
You don't need to turn every thank-you into another request.
Build the relationship.
There will be opportunities to express interest in future events naturally.
Sometimes the best follow-up is simply:
Thank you. Here's my coverage. I enjoyed working with you.
ENGAGE WITH THE RELATIONSHIP BETWEEN OPPORTUNITIES
You don't have to disappear until you want something.
Follow the agency or contact professionally if appropriate.
Engage with relevant announcements.
Congratulate them on a major launch.
Share something when it genuinely makes sense.
The key word is genuinely.
Don't comment on every post because you're trying to manipulate someone into inviting you somewhere.
KEEP TRACK OF THE RELATIONSHIP
Update your contact system after an opportunity.
For example:
Agency: XYZ PR
Contact: Jane Smith
Client: Beauty Brand
Opportunity: Fall Launch Event
Date: September 18
Attended: Yes
Posted: Reel + Stories
Coverage: [Links]
Follow-up sent: September 20
Notes: Met Jane at check-in; interested in future beauty launchesSix months later, those notes can be incredibly useful.
DON'T FORGET THE PEOPLE YOU MEET AT EVENTS
You may meet:
PR professionals
Brand representatives
Other creators
Editors
Photographers
Event producersIf you genuinely connect with someone, stay in touch.
Some of the best opportunities come through relationships that weren't the original reason you attended the event.
ONE INVITATION CAN LEAD TO MUCH MORE
Think of the progression:
First invitation → Great coverage → Thank-you → Another invitation → Strong relationship → Gifting → Brand introduction → Paid opportunity
It won't always happen that way.
But this is why you shouldn't evaluate an event only by what you received that night.
You're building a network.
DON'T BURN A RELATIONSHIP OVER ONE “NO”
You may have attended five events with an agency and then not get invited to the sixth.
Don't immediately email:
“Why wasn't I invited?”
Guest lists change. Clients make decisions. Capacity changes. Campaign goals change. Different creators are selected for different reasons.
One missed invitation doesn't erase the relationship you've built.
Stay professional and keep creating.
TURN ONE OPPORTUNITY INTO A RELATIONSHIP
The creators who build strong PR networks aren't necessarily the people who send the most emails.
They're often the people who consistently:
Show up.
Create good work.
Communicate.
Say thank you.
Make people's jobs easier.
Stay in touch without constantly asking for something.That's the difference between getting invited once and becoming someone a PR team thinks of when they're building their next list.
Don't just collect invitations. Build relationships that create opportunities for years.
-
You see other creators attending events, receiving PR packages, and getting invited to launches, while your inbox feels completely quiet.
It can be frustrating, especially when you feel like you're doing everything right.
But not getting invited doesn't necessarily mean your content isn't good enough.
There are many reasons you may not be on a particular guest list yet, and most of them are things you can either work on or simply give time.
YOUR FOLLOWING MAY BE TOO SMALL FOR THAT PARTICULAR EVENT
Let's address the obvious one first.
Yes, follower count sometimes matters.
A brand may specifically ask its PR agency for creators with:
10K+ followers
50K+ followers
100K+ followersor another audience threshold.
You can't control that requirement.
But don't assume every event works this way.
Some PR teams care much more about niche, engagement, location, content quality, audience fit, or the creator's ability to produce great coverage.
A smaller creator can absolutely receive invitations.
Keep building.
YOUR CONTENT MAY NOT MATCH THE EVENT
Imagine you're a PR person launching a new restaurant.
You have room for 30 creators.
Who are you going to invite?
Probably people who regularly create:
Restaurant content
Food recommendations
Local guides
Things-to-do contentNot necessarily the creator with the biggest following.
Ask yourself:
“If I were organizing this event, would my account be an obvious fit?”
If not, start creating more of the type of content you want opportunities for.
THEY MAY NOT KNOW WHERE YOU LIVE
This is one of the easiest problems to fix.
If you want invitations to NYC events but nothing on your profile indicates you're in New York, a PR person may assume you can't attend.
Make your location easy to find.
You don't need to reveal exactly where you live.
NYC Creator is enough.
THEY MAY NOT KNOW HOW TO CONTACT YOU
Check your profile right now.
Is there a business email?
Does it work?
Is it spelled correctly?
Do you actually check that inbox?
Also check your spam folder regularly.
Opportunities can come from email addresses you've never interacted with before, which means legitimate invitations can occasionally land there.
YOUR PROFILE MAY NOT EXPLAIN WHAT YOU DO
If someone has to scroll through 30 posts to figure out whether you're a food creator, fashion creator, parenting creator, travel creator, or something else, you're making their job harder.
Your bio, pinned content, and recent posts should quickly communicate:
This is who I am. This is what I cover.
Remember the PR test from earlier in this module.
YOU MAY NOT HAVE ENOUGH EXAMPLES YET
You don't need years of experience.
But if you want event invitations and have never posted event content, the PR team has very little evidence of what you'll create.
Build your own portfolio.
Attend public events.
Visit pop-ups.
Cover restaurants.
Create product content with things you already own.
Create the proof before someone gives you the opportunity.
YOUR CONTENT MAY NEED WORK
This can be uncomfortable to consider, but it's worth looking at objectively.
Are your videos dark or shaky?
Does it take too long to understand what your Reel is about?
Are important details missing?
Do you regularly post event coverage several weeks after the event?
Does your account look inactive?
Are you showing the actual product or experience?
Don't compare your personality or appearance to other creators.
Evaluate the usefulness and quality of the content itself.
There is almost always something you can improve.
YOU MAY NOT BE ON THE RIGHT PEOPLE’S RADAR
Sometimes the problem isn't your content at all.
They simply don't know you exist.
This is why we're doing this entire module.
Start introducing yourself to relevant agencies.
Ask to be considered for appropriate lists.
Tag brands when genuinely relevant.
Attend public events.
Connect with people in your industry.
You don't need to wait to be discovered.
YOU MAY HAVE BEEN INVITED BEFORE BUT DIDN’T BUILD THE RELATIONSHIP
Think back.
Did you attend an event but never post anything?
Did you receive gifting and never acknowledge it?
Did you meet a PR contact but never follow up?
Did you change your email address without telling anyone?
One missed follow-up isn't going to destroy your career.
But if you're consistently receiving opportunities without building on them, you're leaving potential relationships behind.
Go back through your previous contacts and reconnect when there's a genuine reason to do so.
YOU MAY HAVE A HISTORY OF NO-SHOWS
Repeatedly RSVPing and not attending can hurt your reputation.
PR teams spend real time managing guest lists.
If something comes up, cancel.
A professional cancellation is very different from disappearing.
If you've made mistakes in the past, don't panic. Just change how you handle invitations going forward.
THE GUEST LIST MAY JUST BE SMALL
This is important to remember.
Sometimes there are 500 creators who would be a great fit and 50 spots.
Not getting invited doesn't automatically mean someone decided:
“We don't like this creator.”
There may simply not have been room.
THE BRAND MAY BE LOOKING FOR SOMETHING SPECIFIC
Campaigns have goals.
A brand might be looking specifically for:
Beauty creators
Parents
College students
Food creators
Luxury audiences
Local audiences
Travel creators
Micro-creators
Large-reach creatorsYou can be a fantastic creator and still not fit a particular campaign.
Not every opportunity is supposed to be your opportunity.
SOMETIMES CLIENTS MAKE THE FINAL DECISION
You may have a great relationship with a PR agency and still not receive an invitation.
The agency may recommend creators, but the client may approve the final guest list.
Don't assume your PR contact deliberately excluded you.
There are often decisions happening behind the scenes that you never see.
DON’T COMPARE YOUR INVITATIONS TO SOMEONE ELSE’S INSTAGRAM
You see the event they attended.
You don't see:
How long they've known the agency
Whether they've worked with the brand before
Whether they're being paid
Whether they're someone's guest
Whether they're attending as media
Whether they asked for the invitation
Whether they have a personal connectionSocial media shows you the result, not necessarily how it happened.
Instead of asking:
“Why did they get invited and I didn't?”
ask:
“What can I do to make myself a stronger fit for the next one?”
That question is much more useful.
DON’T BEG FOR INVITATIONS
If you've asked once and the event is full, move on.
Don't repeatedly DM the brand.
Don't contact five different people at the same agency hoping someone overrides the answer.
Don't leave comments like:
“Why wasn't I invited?”
You want to be remembered for the right reasons.
USE THE “NO INVITE” AS INFORMATION
If you're consistently not getting the kinds of opportunities you want, look at what you can change.
Ask yourself:
Is my niche clear?
Is my location clear?
Is my email visible?
Am I creating relevant content?
Is my content getting better?
Am I building PR relationships?
Am I following up after opportunities?
Am I consistently active?Fix what you can.
Then keep going.
YOU DON’T NEED TO BE INVITED TO BE RELEVANT
This may be the most important part.
Don't let access determine whether you create.
If you aren't invited to the private preview, maybe the pop-up opens to the public tomorrow.
Go tomorrow.
Create an amazing Reel.
Tag the brand.
Show your audience why it's worth visiting.
That piece of content might be exactly what gets you invited next time.
Don't wait for someone to put your name on a guest list before you start creating like you belong on one.
-
Once you start connecting with PR agencies, brands, and event teams, you need a way to keep track of everyone.
At first, you may think:
“I'll remember who everyone is.”
You won't.
After dozens of emails, invitations, gifting opportunities, and agency changes, it's surprisingly easy to forget who represents which brand or when you last spoke.
A simple contact system can become one of your most valuable creator resources.
YOU DON'T NEED FANCY SOFTWARE
A spreadsheet is enough.
You can use Google Sheets, Excel, Airtable, Notion, or whatever system you'll actually maintain.
The best system isn't the most sophisticated one.
It's the one you'll use.
WHAT SHOULD YOU TRACK?
I recommend creating columns for:
Contact name
PR agency/company
Email address
Brands or clients
Category/niche
Location/market
How you found them
Date of first contact
Last contact
Events attended
Gifting received
Coverage sent
Follow-up date
NotesYou can customize this based on your niche.
TRACK THE PERSON AND THE AGENCY
Don't just save:
Jane Smith | jane@agency.com
Record where Jane works and which clients you've interacted with her about.
For example:
Jane Smith | XYZ PR | Beauty Brand | NYC
Why?
Because PR professionals move around.
Jane might represent Beauty Brand today and work at a completely different agency next year.
The relationship with Jane may ultimately be more valuable than the original brand connection.
KEEP TRACK OF WHO REPRESENTS WHICH BRANDS
This is incredibly useful.
Instead of wondering:
“Who was that person who invited me to the skincare launch six months ago?”
you can search your database for the brand and immediately find the relationship.
You can also track multiple contacts at the same agency without accidentally emailing all of them about the same thing.
RECORD YOUR INTERACTIONS
You don't need to document every email you've ever exchanged.
Track the important things.
For example:
9/18/26 — Invited to fall launch. Attended.
9/20/26 — Sent Reel coverage and thank-you.
11/3/26 — Sent holiday gifting opportunity. Posted Stories.
Now when you hear from that person again, you have context.
SAVE LINKS TO YOUR COVERAGE
Whenever possible, add links to the content you created.
This gives you a running record of your PR work.
Later, if you're pitching a similar brand, you can quickly find relevant examples.
Instead of saying:
“I've covered lots of restaurant openings.”
you can actually show them.
CREATE CATEGORIES
As your database grows, categories make it much easier to use.
You might organize contacts by:
Beauty
Fashion
Food & Restaurants
Travel & Hotels
Entertainment
Events
Family
Fitness
Tech
LifestyleUse categories that match your niche.
Then when you have a reason to reach out, you can quickly find the relevant contacts.
ADD A “LAST CONTACT” COLUMN
This is one of my favorite fields.
It helps you see whether:
You spoke last week
or
You haven't interacted in two years.
That context matters when deciding how to approach someone.
It also prevents you from accidentally introducing yourself as if you've never met someone who invited you to three events last year.
ADD NOTES THAT WILL ACTUALLY HELP YOU
Your notes don't need to be extensive.
Useful notes might include:
Met at NYC launch
Prefers email
Handles restaurant clients
Asked me to send updated media kit
Moved from Agency A to Agency B
Interested in family travel coverage
Keep notes professional and relevant to the relationship.
UPDATE YOUR DATABASE AFTER OPPORTUNITIES
Make this part of your routine.
After an event, gifting, collaboration, or meaningful PR interaction, take a minute to update the contact.
It is much easier to write:
“Met Sarah at the September launch”
the next morning than to remember it eight months later.
DON'T MASS EMAIL YOUR CONTACT LIST
Building a database does not mean you should put 300 PR contacts into BCC and send:
“Hi! Please invite me to your upcoming events!”
Your database should help you make your outreach more relevant and personal, not less.
If you're reaching out about a beauty opportunity, contact the people who actually handle beauty.
If you're sharing a major update about your NYC event coverage, send it to people for whom that information would actually matter.
KEEP YOUR LIST CURRENT
PR changes quickly.
People change jobs.
Agencies gain clients.
Agencies lose clients.
Email addresses stop working.
Brands move PR in-house.
If you discover that something has changed, update your database.
You can even periodically spend a little time cleaning it up.
YOUR DATABASE BECOMES MORE VALUABLE OVER TIME
At the beginning, you may have 10 contacts.
Then 30.
Then 100.
But the real value isn't the number.
Over time, your database starts containing history.
You'll know:
Who you've worked with
Who responds to you
Which agencies know you
Which brands you've covered
Who has invited you before
Where your strongest relationships areThat's information you can't simply find through a Google search.
PROTECT YOUR CONTACTS
Your personal PR database represents time and relationship-building.
Don't publish someone's professional contact information just because they emailed you.
Don't sell or distribute private contact information without permission.
And don't give your entire personal contact list to someone who asks for it.
Treat professional relationships with respect.
WE'LL GIVE YOU A SYSTEM TO START WITH
You don't have to build your spreadsheet from scratch.
In Templates & Tools, we'll include a downloadable:
PR CONTACT TRACKER
with fields for contacts, agencies, brands, interactions, events, gifting, coverage, follow-ups, and notes.
You can customize it as your network grows.
THE CONTACT ISN'T THE RELATIONSHIP
A spreadsheet can help you stay organized.
But simply having someone's email address doesn't mean you have a relationship with them.
The database remembers the contact. Your actions build the relationship.
And over time, those relationships can become one of the most valuable parts of your creator business.
-
You've learned how PR lists work, how to find the right contacts, how to introduce yourself, and how to turn individual opportunities into long-term relationships.
Now let's put it all together.
Use this checklist before you start reaching out, and come back to it as your creator presence grows.
MAKE YOURSELF EASY TO FIND
☐ My bio clearly explains what I create
☐ My location is visible if it's relevant to my content
☐ I have a professional contact email on my profile
☐ My links work
☐ My recent content reflects the opportunities I want
☐ My strongest or most representative content is easy to find
☐ My profile looks active and current
BUILD YOUR PR NETWORK
☐ Make a list of brands, businesses, events, and organizations that fit your niche
☐ Research which PR agencies or internal teams represent them
☐ Find relevant professional PR, communications, influencer, or creator contacts
☐ Look at press releases for media contacts
☐ Research agencies and contacts on LinkedIn
☐ Look for official creator, influencer, ambassador, or media programs
☐ Add relevant contacts to your PR Contact Tracker
Remember: You don't need every PR contact. You need the right ones.
START INTRODUCING YOURSELF
☐ Send a short, personalized introduction
☐ Explain who you are and what you cover
☐ Mention your location when relevant
☐ Include links to your content
☐ Offer your media kit when appropriate
☐ Ask to be considered for relevant opportunities
☐ Follow up politely if necessary
☐ Don't repeatedly email someone who hasn't responded
BUILD YOUR EVENT PORTFOLIO
Don't wait for private invitations before you start creating event content.
☐ Attend public events and pop-ups
☐ Cover openings and experiences relevant to your niche
☐ Create strong event Reels, TikToks, Stories, posts, or articles
☐ Tag the appropriate brands and accounts
☐ Save links to your best event coverage
☐ Use those examples when pitching future opportunities
Create the proof before someone gives you the access.
WHEN YOU GET INVITED
☐ Read the entire invitation
☐ RSVP promptly
☐ Only RSVP yes if you genuinely plan to attend
☐ Check whether a plus-one is included
☐ Note the arrival time and any scheduled programming
☐ Check the dress code
☐ Look for posting instructions
☐ Check for embargoes
☐ Know which accounts and hashtags are relevant
☐ Introduce yourself to your PR contact when possible
☐ Capture enough content before leaving
☐ Thank the host
AFTER THE EVENT
☐ Create and publish your coverage when appropriate
☐ Tag the correct accounts
☐ Follow any agreed-upon requirements
☐ Send your coverage to your PR contact
☐ Thank them for including you
☐ Save important analytics
☐ Update your PR Contact Tracker
☐ Add notes about the relationship
☐ Stay in touch when there's a genuine reason
WHEN YOU RECEIVE GIFTING
☐ Confirm who sent the product
☐ Record the brand and PR contact
☐ Understand whether there are any agreed-upon deliverables
☐ Try the product before recommending it
☐ Share it if you genuinely want to
☐ Properly disclose the relationship when required
☐ Tag the appropriate accounts
☐ Send coverage to your contact when appropriate
☐ Thank them
☐ Update your tracker
Remember: gifting is not automatically a paid partnership, and receiving a product doesn't mean you have to pretend you love it.
BUILD RELATIONSHIPS, NOT JUST LISTS
☐ Be reliable
☐ Be professional
☐ Show up when you RSVP
☐ Cancel promptly when something comes up
☐ Be respectful to everyone at events
☐ Don't constantly ask for invitations or free products
☐ Don't take one missed invitation personally
☐ Keep creating even when you're not invited
☐ Keep your contact information current
☐ Keep building relationships as people move between agencies and brands
YOUR GET ON THE LIST FORMULA
Create great content → Make yourself discoverable → Find the right people → Introduce yourself → Show up → Create → Follow up → Build the relationship → Repeat
Getting your first invitation can feel like the goal.
It isn't.
The real goal is to become a creator that PR teams know, trust, remember, and want to work with again.
One invitation is exciting.
A network of relationships that continues creating opportunities for you is much more valuable.
READY FOR THE NEXT STEP?
Now that you know how to get on PR lists, build relationships, and start getting invited to opportunities, it's time to learn how to turn those connections into brand partnerships and collaborations.
NEXT MODULE → WORK WITH BRANDS