As a brand founder, the most important factor we consider when deciding who to send PR packages to is authenticity. You can always tell when a creator has a genuine connection with their audience, whether their following is big or small, they consistently spark genuine cult-like engagement. Their community trusts them, relates to them, and values their opinions, partnering with these creators makes any collaboration feel natural rather than forced. Authenticity also shows up during the communication process. There's a clear difference between someone who just wants free PR and someone who genuinely connects with your brand. We've had many creators send templated messages without even knowing our products, brand values, or website (we've had some influencers ask us what our website link is despite it being just one click/search away). In contrast, the creators who stand out are the ones who take a moment to learn about us, send a simple but thoughtful message, and show real enthusiasm. At the end of the day, I believe most brand owners would agree, authenticity can't be faked or bought, and it's truly a privilege to partner with creators who genuinely embody this trait.
As a founder of a growing DTC brand with a highly engaged audience and a strong ethical foundation, I think a lot about alignment when deciding who to send PR packages to—whether that's editors, influencers, or niche creators. For us, it's never just about reach. It's about real resonance. At hope&plum, we make ethically produced, size-inclusive baby carriers that are proudly sewn in the U.S. by a women-owned and operated team. Our brand has helped over 25,000 families and received thousands of five-star reviews—not just because of how our carriers look or feel, but because of what we stand for: safe babywearing, inclusive representation, and genuine community support. That means our partnerships have to reflect those values, too. So, when we choose who to gift or collaborate with, we ask: Will this person speak to the heart of our customer? Will they understand the nuance of what we do—why our babywearing education matters, why we don't compromise on fabric quality, why size-inclusivity isn't just a marketing buzzword to us? The most important thing we look for is intentionality. Whether someone has 2,000 followers or 200,000, we're more drawn to creators who show up consistently, build trust with their audience, and care deeply about what they share. If we see someone having thoughtful conversations in their comments, creating safe spaces online, or educating in ways that align with our mission—we're paying attention. We also think long-term. Our best PR relationships have come from folks who started as customers, became vocal advocates, and evolved into true partners in telling our story. In fact, many of the creators we've sent PR to have gone on to join our affiliate program or collaborate on campaigns because they genuinely loved the product. That authenticity? You can't fake it, and audiences know it. Ultimately, PR isn't just about "getting the word out." It's about amplifying the right voices—those who understand your why, not just your what. That's how we build lasting brand equity, not just fleeting impressions.
As a founder and brand manager, the most important factor I consider when deciding who receives a PR package is the customer base and how our brand will resonant with their audience. Although an influencer, editor or niche content creator may have hundreds of thousands of followers, if their audience isn't a match, sending a PR package really doesn't make sense for them or us. Prior to sending out an PR package, I take time to fill to a simple five-questionnaire that I created years ago. The questions are: #1: Who this their audience? (This can be answers by spending a few minutes on their website, channel, etc.) #2: Is their content voice, quality, etc. a good fit for our brand? #3: What are their engagement metrics? (Number and type of comments, favorites, etc.) #4: Have they shown genuine interest in products like ours? #5: Would I be proud to have our products associated with their platform? (Am I willing to create a send a press release, share on our social media accounts, etc.?) If I can genuinely answer "yes" at least four of the five, I'll send the package out. I firmly believe that quality of relationships wins over quantity.
As a DTC brand founder, the most important factors I consider when deciding who to send PR packages to are: alignment with our brand image and having a genuinely engaged audience. It's not just about follower count or reach — it's about connection. We look for content creators whose style, tone, and values naturally complement the emotional and sentimental nature of our products. When someone's content feels like an authentic extension of our brand, it creates a seamless experience for their audience and ours. Equally important is engagement. A smaller but truly engaged audience is far more valuable than a large, passive one. We pay close attention to how people interact with a creator — do their followers comment thoughtfully? Do they trust their recommendations? That's the kind of relationship we want to tap into and support. At the end of the day, we're not just sending out packages — we're building lasting relationships that feel mutually inspiring and genuine.
The most important factor when deciding who to send PR packages to is how relevant their audience is to our target market. We're in the business of designing cutting-edge websites, so our ideal customers are companies and people who need that service i.e. coaches, service providers, startup founders, etc. Sending a fancy PR package to a big-shot influencer with a million followers sounds nice, but if their audience doesn't care about our products and services, it's a waste of time and money. I'd rather send something to a niche content creator in the tech or design world with a smaller, engaged following who actually get what we do. Relevance beats reach every time and getting in front of the right people drives real buzz and results for us. That's it.
This means evaluating whether the recipient's audience matches your target customer in terms of demographics, interests, and buying behavior. While reach and follower count matter, relevance is what drives conversions. A niche content creator with a smaller but highly engaged audience can often deliver better ROI than a high-profile influencer or editor whose followers aren't a perfect fit for your brand. Why it matters: Because PR packages are not just gifts—they're strategic tools for brand exposure, storytelling, and trust-building. When you send them to someone whose audience genuinely resonates with your product, the content feels authentic, and the endorsement carries more weight. Ultimately, the goal is not just visibility, but engagement that leads to sales. In short: Quality of audience over quantity of followers.
Hi PR Packages Team, I hope this email finds you well. I'm reaching out regarding your upcoming FEATURE on PR package strategy and would like to propose including insights from Ari S. Goldberg, who has founded multiple consumer, lifestyle, and tech companies and has extensive experience with brand-creator relationships. As Founder & Managing Partner of RNMKR, an alternative investment platform, Ari has been a pioneer in the space since the beginning. He offers a strategic perspective on PR package distribution that would be valuable for your 26k newsletter subscribers: "As a founder of multiple consumer and lifestyle brands, I've found that genuine brand alignment is the single most critical factor in PR package distribution. The most successful collaborations create mutual value—brands shouldn't just distribute free products without clear ROI potential, and creators shouldn't accumulate products they can't authentically integrate into their content. When strategic alignment exists, both parties benefit significantly: brands gain authentic advocacy from voices their target audience trusts, while creators build credibility through association with relevant brands that enhance their personal brand positioning. This symbiotic relationship generates exponentially more value than transactional product seeding, particularly when the partnership extends beyond a single unboxing moment to become part of an ongoing narrative." Ari has founded and sold multiple companies including StyleCaster (acquired by PMC), Sociocast (acquired by AOL), and was a Founding Member of Qwiki (acquired by Yahoo). His background includes serving as VP of Strategy and Business Development for LeBron James' LRMR Marketing, and as Director of Business Development for Steve Stoute and Jay-Z at Translation. Ari would be happy to expand on his approach to brand-creator partnerships for your feature. His experience spans both creating brands and working with influencers across various sectors. Included is a link to his bio, Instagram, and LinkedIn profile. Bio: https://docsend.com/view/qhyar7hd234az3gu Instagram: https://www.instagram.com/arisgoldberg LinkedIn: https://www.linkedin.com/in/arisgoldberg/ Please let me know the best way to coordinate Ari's insights in your blog post or if you need any additional information. Best regards, MADISON BLAKE SVP, Communications pr@rnmkr.co // @rnmkr.co www.rnmkr.co