PR has changed. We're here to help.

Resound cracked the code on digital PR for e-commerce brands years ago, helping our clients generate billions of impressions in press coverage - not to mention hundreds of thousands of dollars in sales directly from PR. We are one of the first and few agencies to truly understand the role of affiliate in PR, and how it can drive meaningful ROI for brands.

Below are some answers to some of our most commonly asked questions to help you get started. Ready to dive in? Fill out the form below, or email affiliate@resoundmarketing.com today.

How is digital PR for e-commerce brands different?

Today's media outlets are incorporating affiliate links into their coverage, which has changed the way e-commerce brands need to approach PR. From gift guide roundups to product features, today's brands must have an affiliate program in place for their products to be considered for editorial coverage.

What is an affiliate link?

An affiliate link is a unique URL that allows someone to earn a commission when they recommend a product for purchase. When you click an affiliate link and buy something, the media outlet, influencer, or other third-party that shared the link earns a percentage of the sale - sort of like a little thank you for the referral.

Why are media outlets using affiliate links in editorial coverage?

To make money. When a reader makes a purchase using a link from an article, the media outlet makes a commission ranging from 5-20 percent or more. This has created a new revenue stream for traditional outlets that have been losing subscribers and ad dollars by the millions to social media. But it is also creating an incremental revenue stream for brands to drive sales directly from PR.

Isn't this considered pay-for-play?

Nope. The media still independently selects and recommends the products they feature. Affiliate links do not guarantee coverage, and affiliate PR still requires a great product and a great pitch. However, having an affiliate program in place is the only way to be considered for that initial editorial review for most media.

Do I need an affiliate platform?

If you're selling on a major retail platform - no. The media loves using links from Amazon as well as Target, Walmart, and a few others, and gets their commission directly from them. But if you want the media to direct readers to your own e-commerce site, you need to set up an affiliate platform on the back end.

How does the affiliate platform on my website work with the media?

The media uses a content tool called Skimlinks, which automates the process of creating commerce links for their stories. As a merchant, the only way to connect with Skimlinks is through an affiliate network.

So I can use any affiliate platform that connects with Skimlinks?

Yes and no. While many networks do connect with Skimlinks, most media currently prefer ShareASale and Impact. We usually recommend that brands set up one of these two platforms to be considered for earned media coverage.

How much do these platforms cost?

You can find pricing information clearly on the ShareASale and Impact sites. ShareASale or Impact Starter are pretty moderately priced for affiliate marketing tools, and should be a good value in exchange for the potential impressions and sales that press coverage can drive when paired with timely pitches and story ideas.

Can I set up an affiliate platform myself?

Yes! Anyone can sign up as a merchant. Just keep in mind that setting up an affiliate platform for PR is slightly different than using it for traditional affiliate marketing. Want help? Our affordable ShareASale setup/optimization service will save you time, and includes a discount on ShareASale’s setup fee.

How quickly will I see press coverage?

Remember, affiliate PR is not guaranteed coverage. As with any earned PR, it requires great pitches, timely tie-ins, strong relationships, persistence, and patience! Coverage can take a few weeks to a few months, depending on your product, targets, timing, and other factors.

Will affiliate PR guarantee product sales?

Again, there are no guarantees. First and foremost, affiliate PR is an opportunity to earn visibility and credibility from top-tier media. But yes, it can create an additional sales channel that can be tracked back directly to PR, and we have seen some great ROI from that over time.