Influencer Advisory™What do influencer PR agencies actually do?
Influencer PR agencies find creators, send PR boxes that stand out, and build a community so creators keep posting. Here is what works and what fails.
Founder · November 10, 2026 · 2 min read
Most PR agencies now run influencer campaigns too. Nina, a consultant, says every agency she used to advise now offers influencer marketing, and 93 percent of marketers use it. (Sidewalker Daily)
At larger brands, Crawford says, the PR team usually works the biggest creators with a big budget. A pay per post team handles the mid tier, and the affiliate team takes the rest. (impact․com)
Later buyers need this proof most. Common Thread Collective says the late majority wants thousands of reviews, strong PR and influencers before they feel safe buying. (Common Thread Collective)
How do you find influencers for PR?
Build a community creators want to join, then grow through referrals.
- No PR agency would take Tatcha, so its founder sent samples to makeup artists and to young guys online who wore makeup. Those guys turned out to be the first beauty influencers.
The traditional route is to do a bunch of mass outreach, onboard a few influencers, and continue. The new map is to build a community, get your first few influencers onboard, have a creator dinner to build connections, and ask influencers for referrals.
Instead of constantly chasing the next creator, each creator helps bring the next one in.
One affiliate builder recruited micro influencers on Instagram and people already buying from the brand. (Retention Chronicles Podcast)
Once creators want in, the box is the first thing they judge you on.
How do I send a PR package to an influencer?
Build the box around the creator so it stands out before it is opened.
- Oat Haus sent influencers boxes with a custom label for the brand and Sprouts, with jars of soil and seeds, sprouting into retail.
Cold boxes to big creators rarely land. Alex Philip puts it at about 1 in 100 that post. (Alex Philip)
Imagine you had, they're getting 50 influencers per 50 boxes per week, and all of them have the same corporate box, have the same product. Yours has to stand out immensely before they open it.
Shipping matters too. One brand had 200 PR boxes break in FedEx delivery. (Behind Her Empire with Yasmin Nouri)
The brands that get this right make the box itself the reason to join.
Which brands send PR packages influencers want?
Copy the brands that turned boxes into a club creators want in.
A good signal is when influencers are jealous of each other's PR boxes like Sugar Bear Hair did.
One brand started its elaborate PR boxes with about 250 creators, and the program has grown about 10x since. (The Marketing Millennials)
All of this takes steady work, week after week.
Should I hire an agency to run influencer PR?
If finding creators, building boxes and running a community sounds like a second job, that is the part we run for brands.
Creators keep posting all year, without a flat fee every time. New creators ask to get in, so cold outreach shrinks. Creators share hooks and ideas, so the content gets better. Videos you can run as ads. Small creators tell you what to fix in your product.
If you have some of the steps in place, we audit what's missing in each and how to take it further.