Membership Call Recap: Gifting with Intent: How Affiliate Links Shape PR Strategy

Gifting with Intent: How Affiliate Links Shape PR Strategy – Clicks, Carts & Coverage

Presenters: Hannah Amick, President/Founder of
Huff & Co.
Notetaker: Bryn Hartzell, Founder & Creative Director of 
B. Hartzell

About Hannah Amick

• Over 20 years of experience in PR
• Strong focus on team collaboration
• Clients include the following (just to name a few):
  • Vinglace
  • All Better Co.
  • Wholesale Sugar Flowers

Why Affiliate Links Matter in PR

• Affiliate programs are now expected in media placements, especially for holiday gift guides 
• Editors and influencers rely on affiliate revenue to support content creation
• Brands without affiliate links are often overlooked
• Influencers prioritize affiliate-friendly brands

Affiliate Program Platforms

• ShareASale: Ideal starting point for small businesses
• LTK (LikeToKnow.it): Best for large lifestyle brands
• Pro Tip: ShareASale links can be connected to LTK for broader use

How It Works

• Typical commission starts at 5% per sale
• Tracks sales attribution through cookies stored in browsers
• Standard cookie durations:
  • 24 hours (e.g., Amazon)
  • 7 days (for quick-turn items)
  • 30 days (best for long-term credit)

Affiliate Link Benefits

• Ability to track ROI from PR/influencer outreach
• Smaller, loyal influencers can outperform big media with direct sales
• Amazon affiliate links are widely preferred
• Offers the flexibility to turn affiliate programs on/off as needed
• Drives additional business, especially during holidays

Print vs. Digital

• Affiliate links don’t work in print. Print is still amazing and coveted, but digital allows for instant hits/sales
• Digital gift guides have:
  • Shorter lead times
  • Longer-lasting visibility
  • Better tracking and monetization potential

Pro Tips for PR Outreach

• Use SEO-optimized subject lines: “White Elephant Gifts Under $100,” “Stocking Stuffers,” “Sustainable Gifts”
• Include affiliate links directly in your email: (e.g., ShareASale #12345, 5% commission, 30-day cookie)
• Make it easy for editors and influencers to feature your brand

Common Questions

• Does a brand lose money? No—affiliate links are commission-based. You only pay when a sale is made.
• Can affiliate links apply to services? Yes, if the service is purchased upfront. Especially effective for local or experience-based offerings.
• ShareASale setup: $100 initial deposit to get started

Trends to Watch

• Prime Week sales: July, October, and now Spring
• Digital experiences make excellent giftable products—and affiliate links work for them!
• LTK Connect is great for brands ready to go deeper into the affiliate space

What’s the Holiday Gift Guide timeline?

1. May – Prep
2. June/July – Pitch to magazine editors
3. August – Work on confirmations & Samples
4. Late October – Cyber Monday – Target online teams & newsstands
5. January – Reporting & ROI