Blogger & PR Relationships | Rules to Live By

I think for almost every blogger, whether you have 1000 followers or 100,000 followers, at some point you will have some interactions with brands and PR agencies. From my experience I've put together a sort of 'perfect world' scenario of how to manage this sort of relationship effectively.

PR: Make it clear what you expect

As a blogger, I'm not naive enough to think that every single PR has the time to trawl through my blog to assess the suitability of their product. Some releases need to hit as many influencers as possible, whereas others are a little more tailored. However, more than once I've produced a post I thought was high-quality and incorporated a product into my blog in an authentic way only to have my contact be disappointed it wasn't a single product review. If there are any special requirements you would like for a feature (like a link to a specific website for the product or a certain week content should be posted during to work with a larger campaign) then it's best to say things up front so you get what you expected. It's also pretty poor to send a product out *then* try to impose specific conditions on someone. If we're told at the outset then if we can't make something happen, we can tell you right away that it isn't going to be the opportunity for us.

Blogger: Manage expectations

If you're contacted about a product you agree to review, the least you can do is let your contact know if it'll be a bad review beforehand or if you don't think it makes the cut for your blog. I also state on my Enquiries page that there will probably be around 30 days between receiving a product and reviewing it (a bit longer for skin and hair care, for obvious reasons) just to try and avoid any miscommunication or unnecessary chasing.

PR: Don't chase someone after 3 days

I'm pretty meticulous about keeping track of when a product has been received, noting the post it will be in and ensuring all links are sent out to my press contacts as soon as is practicable once a post is live. However sometimes you will get chased every few days about where your post is when the product only just arrived! I *totally* understand that people are just doing their job but at the same time, a blogger is often testing out a few products at a time so we need to give yours a fair trial too (not just use it once - though I'm sure some do!) To try and minimise receiving constant chasers (which can honestly be a bit stressful) I just give the date the post is planned for and let them know that I'll send the link over once it's live.

Blogger: Keep your contact up to date

Ok, so you agreed to consider an entire collection for review - you might want to tell your contact that the £200 worth of products has arrived safely! No matter how big or small the product is, if I was approached to review it, I note it in my planner to be crossed out once I've confirmed I have it and everything is ok. Likewise, if you've had to bump back a review then let your contact know. You might be fully-aware that you haven't forgotten but you need to tell them that too if you indicated a date!

PR: Make things clear

70% of the email enquiries your typical blogger gets are spam or border on it, so if things aren't clear in the subject line, emails can accidentally get filtered out when we get a bit 'delete'-happy. On the Enquiries page of my blog I state the kinds of emails I will not reply to ('SEO Expertise!', 'Tailored Articles for Your Blog!' - you know the ones...) However generally I assume that if an email isn't addressed to me specifically, a reply isn't expected unless I'm interested in the opportunity. I'm not an idiot: I know it's largely a copy and paste job but if an email says 'hi Jasmine' then I will definitely reply either way! If a mass generic press release email is sent out, I tend to assume a reply is only expected if it's a 'yes, sounds great!'

Blogger: Make time to reply

If I have such a thing as a 'blogging resolution' for the new year it's to maintain control over my inbox! I'm actually pretty on top of things now and reply to everything in my 'Need to Reply' folder every two days. It's actually more overwhelming not to because otherwise it seems a massive task that should be left for the weekend, which isn't good relationship management. I try to put on an Out of Office if I'm just too busy with work or whatever to deal with my inbox for a few days, which also avoids being chased for a reply (which just means another number in the inbox!)

PR: Don't leave us hanging

*Press Release into inbox - 'please contact us for samples'* Blogger: wow, this new product looks amazing! *replies immediately and enthusiastically. Waits... waits.... waits* - you get the picture! I'd honestly rather be removed from a mailing list if you have no intention of ever working together; it just seems a waste of time and energy otherwise. I always consider how I might feature a product before replying to a release so it's frustrating to have the effort of coming up with ideas totally ignored.

Blogger: Don't bite off more than you can chew

If you have no ideas for how you'd feature a product or you're going on holiday for a fortnight and won't even be able to collect it from the delivery office until you're back; just say so! Obviously some brands send things out without consulting you but they usually aren't expecting anything immediately from you. However don't actively accept a product that you have no intention of featuring. Never. Ever.

PR: Be honest

If you don't have enough samples for everyone then just say 'apologies, we can't send you this release this time round but we do still value our relationship with you' or don't send the email to EVERYONE indiscriminately, knowing you'll end up ignoring half of the replies. Also, if you have certain expectations when you send out a product: we'd rather know so there aren't crossed wires later down the line.

Blogger: Be honest

If a press release is framed in a certain way and you don't think you'll be able to replicate what you think they're after; be frank about it. If you receive an email with the subject line 'Perfect Christmas Gift' on the 15th of December and you've already done your Gift Guide or couldn't get a high-quality post out in time - just say so! 'This looks amazing! I won't be able to feature this as part of my Christmas content but would be more than happy to review it for a later date if that works for you?' - should do the trick. If they say 'no' then accept that they had a certain campaign in mind for a product.

What are your golden rules for managing blogger/press relationships (whether you're a PR, a blogger or both)?

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  1. Loved this post Jasmine, I decided to make much more effort this year with keeping PRs more "in the know" with things and now I email whenever I've received something and try keep on track of things much more!!

    I wish more PRs read articles like this though! When I used to work with bloggers in my old job, I had managers always trying to get me to harass bloggers and ask WAY too much from them, it was such a constant battle!

    The Makeup Directory

    1. Yeah I find that sending out the email that it's arrived etc. also helps keep track of when posts should be up by. I really hope they do too - the majority are fantastic though there are a few who just don't seem to 'get' it! xx

  2. I'm with Imma, when you are new this type of content is so useful please keep it up thanks

  3. This is such a great post!
    I have been getting in touch with more PR companies recently and it is gradually getting more frequent and I think that it definitely needs to be more transparent what a PR company expects from a blogger. Honesty is always the best policy!

    Danielle xx

  4. Wonderful post. I currently do not deal with PR companies but I'm anticipating I will eventually because of the phenomenal growth I have been experiencing.

    This was an eye opening and educational post. Thank-you.


  5. Wow, Jasmine! What an informative and helpful post. I must admit I agree 100% with everything you say. I am also somewhat annoyed when PR tell you "if you like a product, just ask us for a sample" and then you never hear from them again. Some PR agencies have a bad reputation for me, so I slowly cut them off. It is sad because some of them represent amazing brands and clients, but if they can't communicate with bloggers properly - then there's no point in our collaboration. I also hate when some agencies push you to send over your media kit to them (even when there is no sponsored offer on the menu) - like, why do you need it? Doesn't my hard work speak for itself enough? Ugh :D

    Naya // www.partyparrotblog.com

    1. Yeah it's a shame when a great brand is looked after by a not-so-great team! xx

  6. This post is everything. It literally needs to be sent to every Blogger outreach team and every blogger.

    The Crown Wings

  7. Great post, as always! I don't deal with a lot of PRs but my golden rule for PRs would to please stop asking for do follow links! It's so frustrating that other bloggers obviously use do follow links! xx

    Beautylymin| LuxuryFragranceGiveaway

    1. I've not actually seen much of that - I do always ask new brands I collab with to ensure they're comfortable with my disclosure page. The one time it has happened to me, I politely said it's not something I offer and got a very condescending response of 'what a shame, let me know when you start offering do-follow links'! xx

  8. Love this post! So helpful, especially for us, bloggers. I always try to take my time with testing products, I haven't had problems with PRs pressuring me to post, I've been lucky on that matter :) X

    | www.noirettediary.com |

  9. I love this post! I've been after something like this for a while, so it is much appreciated! x


  10. I have worked with a couple of companies and I am slowly starting to learn all of this.

    Lauren x Huggled

  11. This was such a helpful blog post, thank you Jasmine! I am still growing my blog, so I am new to all of this, so a guide like this is just so useful. Great post as always xxx
    Chloe xxx


  12. This was a helplful post, I loved this post! Very interesting. I just think consistent, clear communication between PR's and bloggers is essential for building a relationship.

    Lee | www.thatbellemakeup.co.uk

  13. Such a helpful post ! Being honest is very important. I loved your tips x


  14. Defiantly giving this post a bookmark, I have just come back from a blogging break & feel like I am starting over with the whole PR thing!

    Annabel ♥
    Mascara & Maltesers

  15. Ahh this post so helpful! I recently had a brand contact me about samples in exchange for product pictures and IG features. I'm still trying to figure out how to politely decline because I know in all honesty I'm not going to like the product. Do you have any advice for me in this scenario?

    Sharni // www.agirlandgrey.com

    1. I honestly wouldn't feel bad about it - every product can't work for everyone and you might actually have some helpful feedback for them on how to improve it :) xx

  16. This is super helpful! Not only from a blogger perspective but also for us bloggers to know what to expect form the companies themselves. Great post! :)

    1. Yeah it's definitely a two-way relationship :) xx

  17. totally agree with your points! it's nice for both parties to know expectations in advance


  18. This was a great read! I'll def be taking from this for future encounters with PRs. Thanks for sharing, Jasmine!

    Nicole | The Glam Surge

  19. This is such a well written post!

    xo, Liz

  20. This was such an interesting post! I don't do a lot with PRs or brands so it was really eye opening! xo

  21. I really hate being chased over "amazing opportunities!" which are usually someone wanting to write for me, or SEO, Social Media "help" It drives me totally batty at times. I have also had to let a company know I didn't like an item, so didn't feel comfortable featuring it - and they didn't take it well. Wasn't nice!

    Erin || MakeErinOver

  22. This is great advice for people that start to get in contact with PR. I still have no idea how to handle things on that front ;)

    Love, Charline | Charline Has a Blog

  23. See I've not worked with many pr companies, but so far the ones I've worked with are lovely!

    Isobel x

    New post: http://fashionistachic14.blogspot.co.uk/2017/02/fashion-challenging-myself-with-boohoo.html?m=1
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  24. Such an interesting read - and incredibly insightful! xx


  25. This is such a useful post and so true.

    I actually already do all of the things you've listed with regards to being a blogger. A lot of it is common sense and courtesy really. As someone with a chronic illness, I sometimes have to delay reviews and I always apologise and let them know. Everyone has always been very understanding and told me not to worry. I even took to adding a PDF to my Media Kit, which states how I work when reviewing skincare products. I like to say before they send a product, that I like to test for a min of 4 weeks but preferably 6-8 weeks. So far, that's been acceptable to everyone. :)


    1. Yeah I feel like people are cool and understanding once they know your situation :) xx

  26. Thanks Inma and of course I will! xx

  27. Thank you for your comments, I'm glad this post was useful! xx

  28. These tips are super helpful. I love your posts relating to blogging and relationships with PR. I am definitely going to be coming back to this post.



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