Unlocking Brand Success with Affiliate PR

In the rapidly evolving world of public relations, affiliate PR has emerged as a powerful tool for brands, blending visibility and measurable impact. We sat down with Liv, Founder and CEO of Mystik PR, to learn about her journey into PR, her unique approach to affiliate marketing, and the tips she has for brands looking to elevate their visibility. Dive into her insights on building trust, leveraging affiliate PR, and the advice that guides her work every day.

To further explore these insights, check out Liv's YouTube video, What's Trending in Affiliate PR for CPG Brands, where she dives deeper into the evolving landscape of affiliate PR and shares actionable tips for brands. 

1. Can you briefly introduce yourself and what you do for those who may not be familiar with your work?

I’m Liv! Founder and CEO of Mystik PR—a boutique PR agency specializing in affiliate PR where we merge traditional PR with affiliate marketing to get the best results for our DTC clients.

2. What inspired you to get started in your field, and what continues to drive your passion?

I found my way into PR in a unique way—through TikTok! (It’s a long story, but you can hear the full version on the podcast!) Right away, I knew I’d found a career that combined all my passions: connecting with people, writing, and working with media. My entrepreneurial drive was fueled by my dad, who always encouraged my brother and me to brave our own paths. He’s been an incredible mentor and support system in navigating the world of owning a business, and I am forever grateful.

Early on, my dad encouraged me to find my “why.” For him, it was my family, and he would wake up every day knowing why he was doing what he did. My “why” is my fiancé, our dog Ollie, and the life we share together. I feel so lucky to be able to do what I love and live such a fulfilling life.

3. What does Affiliate PR mean to you, and why does it matter?

To me, affiliate PR is the future of the industry. It’s a win-win way for publishers to earn revenue from their content on a performance basis, and for brands to get featured without a high flat fee buy-in. Affiliate PR provides brands with tangible data on how each piece of coverage directly impacts sales—offering measurable results that go beyond impressions alone. In short, affiliate PR offers the most transparent ROI for brands, especially for those wanting to be conscientious with their budgets.

4. What are the top 3-5 tips you’d give a product brand looking for PR support? What should they know?

First and foremost, PR is not sales. Even affiliate PR, which can provide insight on sales driven by press, is not purely about sales. PR’s value is in building brand visibility and trust. When shoppers see a brand repeatedly in roundups, listicles, and reviews, they develop a familiarity and trust with the brand since the products have been vetted by editors—the original influencers!

Brands should also know that PR often plays the long game. I’ve seen product samples turn into coverage a full year after an editor received them! And a final tip: make sure you have enough stock and high-resolution images that you’d want featured in publications.

5. Can you share a success story or a favorite moment from your work that really stands out to you?

One of my favorite memories is from the first brand I ever signed to Mystik. Your first client when you’re starting out always holds a special place in your heart! I had just secured them a feature in the holiday print edition of Real Simple. A few weeks later, I saw the magazine in my hairdresser’s waiting room and flipped to find my client’s brand in the gift guide. My hairdresser even commented on it, and I was so proud to say I represented them.

6. Where do you see your niche heading in the next few years? Will Affiliate PR continue like it is or will it change?

Affiliate PR is constantly evolving, and there’s always something new to learn. As the space changes, Mystik will adapt alongside it. I’m excited to see what’s next for affiliate PR!

7. What’s the best piece of advice you’ve ever received, and how has it impacted your journey?

"Always keep your feet moving and don’t be afraid to make mistakes." I think as a society, we’ve become obsessed with perfection, sometimes to the point of not trying at all. To me, that’s the only true failure—not trying. As a business owner, I embrace being human and imperfect. Embracing mistakes and putting myself out there has been a game-changer. It’s allowed me to relax, connect with people I’d never even emailed before, and avoid overthinking every move.

8. How can people connect with you or learn more about your work?

People can find me on Instagram, where I post client press wins, PR memes, and behind-the-scenes content of the PR WFH life at @mystikpr, or on my website, mystikpr.com.