Society22 PR CEO: Long-Term Relationships and Storytelling Key to PR Success
Danielle Sabrina Carpenter, CEO of Society22 PR, shares insights on successful public relations, highlighting the importance of long-term relationships and strategic pitching. She reveals common pitfalls and effective strategies, drawing from her experience leading the award-winning hybrid digital PR agency based in Los Angeles and New York City.
Sabrina Carpenter stresses that real power in PR comes from long-term relationships, not quick wins. She advises treating pitching as a partnership and bringing value to the table. This approach, she believes, is more effective than sending the wrong pitch to the wrong person at the wrong time, which is the fastest way to the delete button.
She notes that most media pitches fail due to being written as announcements rather than compelling stories. To make a story resonate with readers, Sabrina Carpenter suggests turning the 'what' into a 'why', providing human, cultural, or industrial context. A well-crafted pitch, she argues, almost always wins more than a headline, building the client's reputation and cementing the PR agency's value as a strategic resource.
Sabrina Carpenter, who is also a celebrity publicist, emphasizes the importance of research in crafting a great pitch. She believes it shows respect for the journalist's work and proves relevance to their audience. Understanding the journalist's beat and the story behind the story is the quickest way to a response, she adds.
The true ROI of PR, according to Sabrina Carpenter, is measured in tangible business results, not just press clippings. She believes the real work begins after the story goes live.
Danielle Sabrina Carpenter, CEO of Society22 PR, underscores the significance of strategic, long-term relationships and compelling storytelling in successful public relations. Her insights, drawn from her leadership role at the agency until at least October 2025, highlight the importance of understanding journalists, respecting their work, and measuring PR's impact in tangible business results.
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