making inbound pr happen€¦ · pr people suck at. #inbound16 the inbound methodology...

#INBOUND16

MAKING INBOUND PR

HAPPEN

Iliyana StarevaGlobal Partner Program Manager @

Author of Inbound PR

@iliyanastareva

#INBOUND16

Why Is PR Broken?

How Can Inbound Help?

How To Do Inbound PR?

@iliyanastareva #InboundPR

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1 WHAT IS PR?


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

#INBOUND16

1 WHAT IS PR?


1 WHY IS PR BROKEN?

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“PUBLIC RELATIONS IS A STRATEGIC

COMMUNICATION PROCESS THAT BUILDS

MUTUALLY BENEFICIAL RELATIONSHIPS

BETWEEN ORGANIZATIONS AND THEIR PUBLICS.”

PRSA, PUBLIC RELATIONS SOCIETY OF AMERICA


#INBOUND16@iliyanastareva

“ADVERTISING IS SAYING YOU’RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU’RE GOOD.”

Jean-Louis Gassee

#InboundPR

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PR = MEDIA RELATIONS


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PR SHOULDN’T BE JUST

MEDIA RELATIONS!

THE MEDIA HAS EVOLVED,

PR SHOULD TOO


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BRANDS HAVE

TOO MANY

STAKEHOLDERS


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WE ARE ALL

INFLUENCERS

NOW


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IS PR STARTING AND

PARTICIPATING IN THE

RELEVANT, VALUE-ADDING

CONVERSATIONS?



Because it interrupts.

It doesn’t attract.

TRADITIONAL PR IS OUTBOUND

#InboundPR

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"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.


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1 WHAT IS PR?


2 HOW CAN INBOUND HELP?

#INBOUND16@iliyanastareva #InboundPR

CONTENTPR PEOPLE EXCEL AT


MEASUREMENTPR PEOPLE SUCK AT

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The Inbound Methodology


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SHHH!

CONNECTING THE DOTS IN PROGRESS…

#InboundPR @iliyanastareva@iliyanastareva #InboundPR

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INBOUND + PR =


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Combining PR’s biggest strength and biggest challenge

CONTENT & MEASUREMENT

INBOUND PR


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Media Leads

Publishers

RepeatPublisher

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


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1 WHAT IS PR?


3 HOW TO DO INBOUND PR?

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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


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Set Your Goals



WHY ARE WE

DOING THIS?

WHAT ARE WE

TRYING TO

ACHIEVE?

HOW MUCH OF

THIS IS PR

GOING TO HELP

US WITH?

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Nail Your Stakeholder Personas


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ALWAYS DO YOUR

RESEARCH@iliyanastareva #InboundPR

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• 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?


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• 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?


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Define Your Stakeholder Journey



Awareness Consideration Decision

Buyer

Persona I have a problemI’m researching

solutions

I’m picking a brand or

top solution to solve

my problem

Media

PersonaI 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

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Create a Content Plan



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

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Promote Your Content


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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.


#INBOUND16#InboundPR @iliyanastareva@iliyanastareva #InboundPR

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Do Inbound Media Relations


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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


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AN INBOUND PR

NEWSROOM IS

THE MEDIA’S

GO-TO RESOURCE


#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

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Nurture Your Media Leads


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LEAD NURTURING

CAN BE APPLIED

TO ALL

STAKEHOLDERS

@iliyanastareva

Source: ConvergeHub

#InboundPR

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Measure Results


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JUST USE THE

DATA.

IT’S THERE!



Prowly.com

#InboundPR

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PLAN WITH

OUTCOMES IN

MIND, NOT

OUTPUTS

@iliyanastareva

AMEC Interactive Integrated Evaluation Framework

#InboundPR

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INBOUND PR IS A

MINDSET CHANGE


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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


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THANK YOU.

QUESTIONS?

#InboundPR @iliyanastareva@iliyanastareva #InboundPR

#INBOUND16

@iliyanastareva

Global Partner Program Manager @

#InboundPR @iliyanastareva

www.iliyanastareva.com

Iliyana Stareva

#InboundPR

making inbound pr happen€¦ · pr people suck at. #inbound16 the inbound methodology...

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