The document discusses public relations strategies for digital media. It outlines different types of media including owned (websites, social media), paid (advertising, promotions), and earned (blogger outreach, editorial coverage). It emphasizes the role of PR agencies in helping clients obtain earned media coverage through promotional partnerships, hosting events, consulting, and sponsored content. The document then provides a framework called SASS (Story, Activation, Success, Sustain) for developing effective PR pitches and ongoing agency relationships. It includes an example of how this framework was applied over time to generate both paid and earned media opportunities.

1. The Art of the Pitch:
A PR Agency Perspective
Stephanie Smirnov
President, DeVries Public Relations

2. pr agency: friend or foe?

3. friend! 

4. our job
buzz
relationships
advocacy

5. pr in the digital space
owned paid earned
brand website advertorial blogger outreach
brand twitter account promotions e-editorial outreach
brand FB account event mktg
paid search
syndicated content
advertising
*For more on this framework, see Sean Corcoran’s Blog:
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

6. pr in the digital space
owned paid earned
brand website advertorial blogger outreach
brand twitter account promotions e-editorial outreach
brand FB account event mktg
paid search
syndicated content
advertising

7. pr agencies can
get you paid

8. friend! 
(told you.)

9. how?
• promotional partnerships
• host events
• connections to other bloggers
• consult
• sponsored content

10. how?
• promotional partnerships
• host events
• connections to other bloggers
• consult
• sponsored content

11. how?
• promotional partnerships
• host events
• connections to other bloggers
• consult
• sponsored content

13. SASS

14. SASS

15. SASS

16. SASS

17. the art of pitching
STORY
ACTIVATION
SUCCESS
SUSTAIN

18. 1 What story do you
want to tell that you
would’ve told anyway?

19. 2 How can you activate
your story?

20. 3 How will you
measure success?

21. 4 Sustain and nurture
your agency relationships.

22. for example…
+

23. VM sponsored consulting
post + video work
july aug dec april may
09 09 09 10 10
tears in the
blog carnival
Expo Hall event partnership
+ blog carnival

24. remember…
BE SASSY.
and…
network
research
leverage your assets
tell great stories

25. thank you!
let’s connect:@ssmirnov
© 2010 Stephanie Smirnov