Inbound PR: The PR Agency's Manual to Transforming Your Business with Inbound

ISBN-13: 9781119462217 / Angielski / Twarda / 2018 / 192 str.

Iliyana Stareva

Opis

The way we make decisions has fundamentally changes. We've become a lot more sophisticated and we feel empowered to go online, do our research, tweet at companies, and demand answers to our problems through the content we find. We don't want to be marketed at; we want the freedom to choose based on our own online experiences. Content is the name of the buying game today. Enter Inbound PR, where content meets measurement and helps PR people show the real ROI of their efforts in the new digital era. This book will help readers:

• Build brand awareness
• Generate leads
• Nurture and close them as customers
• Track the ROI of all these activities

Once you can do this for your agency, then you'll be able to develop the Inbound PR services and the internal capabilities to deliver them. That's how you'll grow your PR business in the 21st century.

Spis treści

The New World of Inbound PR: A Foreword viiModernizing Public Relations and Marketing: A Foreword ixIntroduction xiAbout the Author xviiAcknowledgments xixChapter 1 Getting the Basics: PR and Inbound 1What Is Public Relations? 3What Is Inbound? 5Content: The Glue between Inbound and PR 8Chapter 2 PR and Measurement 13The History of Measurement in Public Relations and Communications 15Inbound Marketing and Measurement 22The Future of PR Measurement 24Chapter 3 Inbound PR 33Why You Need Inbound PR 35The Inbound PR Concept 39Benefits of the New Inbound PR Model 41Why PR Agencies Need to Adopt Inbound PR 45Chapter 4 How to Do Inbound PR 51The Inbound PR Methodology 53How to Run an Inbound PR Campaign 55Inbound Media Relations 66The Inbound PR Newsroom 72How to Create Fascinating Content 77The Art of Inbound Storytelling 83Chapter 5 Generating New Business with Inbound PR 89Practicing What You Preach 91The Importance of Positioning 94How to Create Your Agency's Positioning Strategy 102How to Do Lead Nurturing and Fill Your Sales Funnel 109Chapter 6 Delivering Inbound PR to Clients 115Defining Inbound PR Services 117Packaging Inbound PR Services 123Developing Inbound PR Capabilities 126Delivering Inbound PR Services 129Conclusions and Key Success Factors 135Appendix 141Notes 151References 155Index 157

O autorze

ILIYANA STAREVA is global partner program manager at HubSpot, where she ensures a partner–first approach and enables company teams to collaborate, communicate, and make change happen better across global offices. A fluent speaker and writer in Bulgarian, English, and German, she is the author of Social Media and the Rebirth of PR and Social Media: Key for Sustainability Communications.

Blurb

PRAISE FOR INBOUND PR

"In her Inbound PR book, Iliyana nails the fundamental shifts happening in the PR industry and sets the standard for the PR agency of the future."
BRIAN HALLIGAN, CEO and founder, HubSpot

"Iliyana Stareva shares her modern #InboundPR model for attracting and engaging prospects as part of a sales or marketing campaign. It can be applied equally to consumer or business–to–business campaigns, and organizations large and small. I first met Iliyana in Dublin in October 2015. I sought her out after reading her blog about this innovative approach to public relations. I′m delighted that she has developed it into a book. Make sure that you add it to your reading list."
STEPHEN WADDINGTON, partner and chief engagement officer, Ketchum; visiting professor, Newcastle University

"The PR industry is ripe for disruption. It wasn′t all that long ago that the web forced us to reinvent ourselves. It′s time again. International PR organizations have called for the death of metrics that don′t make business sense, such as media impressions and advertising equivalencies. Smart business leaders have called for metrics, as they relate to real organizational growth. We′ve been able to add tactics, such as owned and shared media that allow us to prove we are an investment, not an expense, and that we do drive revenue. Yet, because we hate numbers, we have a difficult time drawing the correlation between our work and sales numbers. What Iliyana Stareva preaches with Inbound PR will get us there. Not only is it something we define, highlight, and amplify, it allows for the all–encompassing return–on–investment. As you traverse this book, keep a notebook at your side and outline your plan. By the time you finish, you′ll have an Inbound PR program that is effective, efficient, and measurable."
GINI DIETRICH, CEO of Arment Dietrich; founder and author of Spin Sucks

"As a PR Agency, you need to choose between playing it safe with the status quo, or doubling down on your own business and seeing it grow. The Inbound PR book will give you real–world practical advice to allow you to ensure your digital campaigns deliver ROI and promote the success of your agency by covering positioning, closing, and measuring ROI."
KATE WALSH, VP of Global Partner Services, HubSpot

"Iliyana Stareva′s thought leadership and understanding are phenomenal. Inbound PR can shape the way consumers interact with what they see, hear and read, empowering the individual to make well–informed opinions whilst creating interesting substance. Iliyana is at the forefront of the industry and appreciates its depths and power. It′s amazing how the optimization of digital functions such as SEO and content–rich online material can build an epicenter of media excitement. With all the international work we do at Curzon, we have found Inbound PR to be the most effective and strategic method of communications. This book, is yet again, another articulate display of Iliyana′s expertise and insights and leads the way in educating us all on the power of digital marketing and communications."
FARZANA BADUEL, founder and CEO of Curzon PR