Making Inbound PR Happen
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Iliyana Stareva, a global partner program manager at HubSpot, discusses the evolution of public relations (PR) and how inbound methodology can reshape it. She outlines the shortcomings of traditional PR, highlights the importance of content and measurement, and presents an eight-step process for implementing inbound PR strategies. The emphasis is on adopting a new approach to PR that focuses on meaningful relationships and measurable outcomes.
Making Inbound PR Happen
- 1. #INBOUND16 MAKING INBOUND PR HAPPEN Iliyana Stareva Global Partner Program Manager @ Author of Inbound PR @iliyanastareva
- 2. #INBOUND16 Why Is PR Broken? How Can Inbound Help? How To Do Inbound PR? @iliyanastareva #InboundPR 1 2 3
- 3. #INBOUND16 1 WHAT IS PR? @iliyanastareva #InboundPR ILIYANA STAREVA ● Global Partner Program Manager at HubSpot ● Consulted and Helped over 200 HubSpot Partner Agencies Grow their Businesses ● Author of Inbound PR: The PR Agency’s Manual to Transforming Your Business with Inbound @iliyanastareva
- 4. #INBOUND16 1 WHAT IS PR? @iliyanastareva #InboundPR 1 WHY IS PR BROKEN?
- 5. #INBOUND16 “PUBLIC RELATIONS IS A STRATEGIC COMMUNICATION PROCESS THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR PUBLICS.” PRSA, PUBLIC RELATIONS SOCIETY OF AMERICA @iliyanastareva #InboundPR
- 6. #INBOUND16@iliyanastareva “ADVERTISING IS SAYING YOU’RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU’RE GOOD.” Jean-Louis Gassee #InboundPR
- 7. #INBOUND16 PR = MEDIA RELATIONS @iliyanastareva #InboundPR
- 8. #INBOUND16 PR SHOULDN’T BE JUST MEDIA RELATIONS! THE MEDIA HAS EVOLVED, PR SHOULD TOO @iliyanastareva #InboundPR
- 10. #INBOUND16 WE ARE ALL INFLUENCERS NOW @iliyanastareva #InboundPR
- 11. #INBOUND16 IS PR STARTING AND PARTICIPATING IN THE RELEVANT, VALUE-ADDING CONVERSATIONS? @iliyanastareva #InboundPR
- 12. #INBOUND16@iliyanastareva Because it interrupts. It doesn’t attract. TRADITIONAL PR IS OUTBOUND #InboundPR
- 13. #INBOUND16 "PR SHOULD REINVENT ITSELF; WE ARE STILL ROOTED IN CONVENTIONAL WAYS OF THINKING. IF WE DON’T DO IT, WE WILL DIE OUT LIKE DINOSAURS." IWONA SARACHMAN, PR DIRECTOR AT AMREST SP. ZO.O. @iliyanastareva #InboundPR
- 14. #INBOUND16 1 WHAT IS PR? @iliyanastareva #InboundPR 2 HOW CAN INBOUND HELP?
- 17. #INBOUND16 The Inbound Methodology @iliyanastareva #InboundPR
- 18. #INBOUND16 SHHH! CONNECTING THE DOTS IN PROGRESS… #InboundPR @iliyanastareva@iliyanastareva #InboundPR
- 19. #INBOUND16 INBOUND + PR = @iliyanastareva #InboundPR
- 20. #INBOUND16 Combining PR’s biggest strength and biggest challenge CONTENT & MEASUREMENT INBOUND PR @iliyanastareva #InboundPR
- 21. #INBOUND16 Media Leads Publisher s Repeat Publisher s Blogs SEO Social Publishing Press Releases Forms Calls-to-Action Landing Pages Newsroom Social Email Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR
- 22. #INBOUND16 1 WHAT IS PR? @iliyanastareva #InboundPR 3 HOW TO DO INBOUND PR?
- 23. #INBOUND16 Set Your Goals Nail Your Stakeholder Personas Define their Journey Create a Content Plan Promote Your Content Do Inbound Media Relations Nurture Your Media Leads Measure Results 8 Steps to Starting with Inbound PR @iliyanastareva #InboundPR 1 2 3 4 5 6 7 8
- 24. #INBOUND16 Set Your Goals @iliyanastareva #InboundPR
- 25. #INBOUND16@iliyanastareva #InboundPR WHY ARE WE DOING THIS? WHAT ARE WE TRYING TO ACHIEVE? HOW MUCH OF THIS IS PR GOING TO HELP US WITH?
- 26. #INBOUND16 Nail Your Stakeholder Personas @iliyanastareva #InboundPR
- 27. #INBOUND16 ALWAYS DO YOUR RESEARCH @iliyanastareva #InboundPR
- 28. #INBOUND16 • Who are our ideal customers that are going to be interested in our content? • What does a day in their life look like? • How do they prefer to be reached? Buyer Persona Media Persona • Who are the journalists, bloggers, YouTubers etc. that have an interested in us? • What does a day in their life look like? • How do they prefer to be contacted? @iliyanastareva #InboundPR
- 29. #INBOUND16 • How do they do research when making a buying decision? • What are they looking for when making buying decisions and what do they worry about? • What challenges do they face when making buying decisions? Buyer Persona Media Persona • How do they do research when writing a story? • What are they looking for when working on a story and what do they write about? • What challenges do they face when working on a story? @iliyanastareva #InboundPR
- 30. #INBOUND16 Define Your Stakeholder Journey @iliyanastareva #InboundPR
- 31. #INBOUND16@iliyanastareva Awareness Consideration Decision Buyer Persona I have a problem I’m researching solutions I’m picking a brand or top solution to solve my problem Media Persona I need to write a story I’m researching ideas I’m picking my story and brands or influencers for it The Buyer’s vs Media’s Journey #InboundPR
- 32. #INBOUND16 Create a Content Plan @iliyanastareva #InboundPR
- 33. #INBOUND16@iliyanastareva Persona Awareness Consideration Decision Define questions and keywords at Content offer Content offer Content offer Answer those questions with Blog Posts Press Releases Newsroom Put things out there with Blog Posts Press Releases Newsroom Blog Posts Press Releases Newsroom Always start with your persona #InboundPR
- 34. #INBOUND16 Promote Your Content @iliyanastareva #InboundPR
- 35. #INBOUND16 THERE’S WAY TOO MUCH NOISE It doesn’t matter how awesome your content is, no one is going to consume it if you don’t put it in front of their faces. @iliyanastareva #InboundPR
- 37. #INBOUND16 Do Inbound Media Relations @iliyanastareva #InboundPR
- 38. #INBOUND16 Do Your Research First Get Creative with Your Outreach Don’t Be Spammy or Overdo it Create Remarkable Content Use Emotion Over Structure Don’t Forget Your Owned Media Make it Easy to Reach You Share their Content 8 Steps for Inbound Media Relations @iliyanastareva #InboundPR 1 2 3 4 5 6 7 8
- 39. #INBOUND16 AN INBOUND PR NEWSROOM IS THE MEDIA’S GO-TO RESOURCE @iliyanastareva #InboundPR
- 40. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva Inbound PR Newsroom Case studies & testimonials Events & speaking engagements (past & future) Online media kit, incl. company info & FAQ Investor & financial information Blog/RSS feed & social profiles/streams Recent coverage By-line or guest/contributed pieces Product/service info, factsheets & guides Interviews & videos with important company people Podcasts & webinars Executive bios & company awards PR contact details Search & sort function and subscribe options Research, studies & whitepapers Press Releases High-quality visuals, images & logos #InboundPR
- 41. #INBOUND16 Nurture Your Media Leads @iliyanastareva #InboundPR
- 42. #INBOUND16 LEAD NURTURING CAN BE APPLIED TO ALL STAKEHOLDERS @iliyanastareva Source: ConvergeHub #InboundPR
- 44. #INBOUND16 JUST USE THE DATA. IT’S THERE! @iliyanastareva #InboundPR
- 46. #INBOUND16 PLAN WITH OUTCOMES IN MIND, NOT OUTPUTS @iliyanastareva AMEC Interactive Integrated Evaluation Framework #InboundPR
- 47. #INBOUND16 INBOUND PR IS A MINDSET CHANGE @iliyanastareva #InboundPR
- 48. #INBOUND16 3 Takeaways 1. PR requires a new approach 2. Inbound PR allows you to do remarkable and measurable PR 3. There are 8 key steps to doing Inbound PR but it all goes back to your goals and how you measure them @iliyanastareva #InboundPR
- 50. #INBOUND16 @iliyanastareva Global Partner Program Manager @ #InboundPR @iliyanastareva www.iliyanastareva.com Iliyana Stareva #InboundPR