The PR BlogDigital PRInfluencers & AudiencesHoneymoon Outreach: Improve Your Influencer Outreach

Honeymoon Outreach: Improve Your Influencer Outreach

The secret: Establish a process for getting permission to pitch.

Cover photo by Jerry Silfwer (Instagram)

The honeymoon outreach should improve your influencer marketing.

In a best-case scenario, you’ve a pre-existing relationship with the influencer you’re pitching. However, we all know that this often isn’t the case.

Typically, you have to reach out to an influencer who has no idea who you are and what you’re selling. In a way, this is the marketing equivalent of cold-calling.

Personally, I hate cold sales — as I’m sure most of us do.

So, how do you avoid pitching cold?

How To Do a Honeymoon Outreach

The fundamental principle is straightforward:

Never sell or promote anything in your first contact with an influencer!

But how should you get in touch with influencers, then? 2-8 weeks before your planned outreach, drop your pre-selected list of influencers an email and introduce yourself. Don’t try to act as if you’re about to become best friends or anything — just state the following clearly:

  • Your full name, your location, and your contact details.
  • Who you work for (or what type of clients) and why you’re connecting with them.
  • The critical question: Would they be interested in potential brand collaborations?

Non-Interested Influencers

  • You can remove them from your influencer mapping entirely since they would have turned you down anyway.
  • You and your colleagues don’t need to waste any precious time on this influencer in the future. Win-win.
  • You run less risk of getting a hateful post from an influencer that likes to “burn” pitchers. A great safety net.

Interested Influencers

  • Getting a person to say ‘yes’ to one thing psychologically increases their chance of saying yes again.
  • You ensure that your mapping consists of influencers that are 100% positive to corporate collaborations.
  • You don’t have to “cold call” them when you finally approach them with an actual pitch

And this, ladies and gentlemen, is how you do a honeymoon outreach.

In my experience, honeymoon outreach increases influencer marketing results significantly. After all — you’re only contacting influencers who have given you their permission to pitch them. 1See also Permission Marketing by Seth Godin.

Still, it’s not only about avoiding the ‘not interested;’ you will most likely write better outreach emails if you’ve been in contact with the people you’re reaching out to.

Update: Since this post was written in 2012, the influencer marketing industry has grown considerably. Today, there are many specialist outreach agencies whose primary strategy is establishing many influencer relationships before connecting them with brands.

1 See also Permission Marketing by Seth Godin.
Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.


  1. Yes, I hate cold calls too! I guess that can be a good thing, because it apparently leads to development. :) Love your transparent and people-centric approach in a niche that receives bad rep.  Also, great tips and hands-on advice. 
    Keep up the good work! You are now rolling on my blog roll.

  2. Really great article – I love the approach and really think it breaks down the impersonal “cold-calling” emails we get and I’m fed up with quite frankly. A bit like you say in your blogger outreach piece, you can tell when its a copy and paste job! Thanks!


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