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Why Inbound PR is the Future of PR at #INBOUND16

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The slides of my INBOUNG16 talk about my concept of Inbound PR as the future of PR.

Get the Inbound PR book here: https://www.amazon.com/Inbound-PR-Agencys-Transforming-Business/dp/1119462215/

Published in: Business

Why Inbound PR is the Future of PR at #INBOUND16

  1. 1. #INBOUND16 WHY INBOUND PR IS THE FUTURE OF PR Iliyana Stareva @iliyanastareva Principal I Channel Consultant
  2. 2. #INBOUND16 1. What is PR? 2. What is Inbound PR? 3. Why Inbound PR for Your Company? 4. How To Do Inbound PR? TALKING POINTS @iliyanastareva
  3. 3. #INBOUND16 1 WHAT IS PR? @iliyanastareva
  4. 4. #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
  5. 5. #INBOUND16 “ADVERTISING IS SAYING YOU’RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU’RE GOOD.” Jean-Louis Gassee @iliyanastareva
  6. 6. #INBOUND16 PR IS NOT JUST MEDIA RELATIONS @iliyanastareva
  7. 7. #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
  8. 8. #INBOUND16 2 WHAT IS INBOUND PR? #InboundPR @iliyanastareva@iliyanastareva
  9. 9. #INBOUND16 THE MEDIA HAS EVOLVED WITH DIGITAL @iliyanastareva
  10. 10. #INBOUND16 PR PEOPLE EXCEL AT CONTENT @iliyanastareva
  11. 11. #INBOUND16 PR PEOPLE SUCK AT MEASUREMENT @iliyanastareva
  12. 12. #INBOUND16 The Inbound Methodology @iliyanastareva
  13. 13. #INBOUND16 SHHH! CONNECTING THE DOTS IN PROGRESS… #InboundPR @iliyanastareva@iliyanastareva
  14. 14. #INBOUND16 INBOUND + PR = @iliyanastareva
  15. 15. #INBOUND16@iliyanastareva
  16. 16. #INBOUND16@iliyanastareva
  17. 17. #INBOUND16 Combining PR’s biggest strength and biggest challenge CONTENT & MEASUREMENT INBOUND PR @iliyanastareva
  18. 18. #INBOUND16 3 WHY INBOUND PR FOR YOUR COMPANY? #InboundPR @iliyanastareva@iliyanastareva
  19. 19. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva
  20. 20. #INBOUND16 THE EGO HAS THE POWER @iliyanastareva
  21. 21. #INBOUND16 BRANDS HAVE TOO MANY STAKEHOLDERS @iliyanastareva
  22. 22. #INBOUND16 WE ARE ALL INFLUENCERS NOW @iliyanastareva
  23. 23. #INBOUND16 TRADITIONAL PR IS OUTBOUND It also can’t get you into that many audiences nor reach that many influencers. @iliyanastareva
  24. 24. #INBOUND16 OUTBOUND PR INTERRUPTS @iliyanastareva
  25. 25. #INBOUND16 INBOUND PR ATTRACTS @iliyanastareva
  26. 26. #INBOUND16 AND IT ATTRACTS WITH CONTENT @iliyanastareva
  27. 27. #INBOUND16 4 HOW TO DO INBOUND PR? #InboundPR @iliyanastareva@iliyanastareva
  28. 28. #INBOUND16 Media Leads Publishers Repeat Publishers 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
  29. 29. #INBOUND16 1. Nail Your Stakeholder Personas 2. Define their Journey 3. Create a Content Plan 4. Promote Your Content 5. Do Inbound Media Relations 6. Nurture Your Media Leads 7. Measure Results 7 Steps to Starting with Inbound PR @iliyanastareva
  30. 30. #INBOUND16 Nail Your Stakeholder Personas @iliyanastareva
  31. 31. #INBOUND16 ALWAYS DO YOUR RESEARCH @iliyanastareva
  32. 32. #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
  33. 33. #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
  34. 34. #INBOUND16 Define Your Stakeholder Journey @iliyanastareva
  35. 35. #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
  36. 36. #INBOUND16 Create a Content Plan @iliyanastareva
  37. 37. #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
  38. 38. #INBOUND16 Promote Your Content @iliyanastareva
  39. 39. #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
  40. 40. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva
  41. 41. #INBOUND16 Do Inbound Media Relations @iliyanastareva
  42. 42. #INBOUND16 1. Do your research first 2. Get creative with your outreach approach 3. Don’t be spammy and don’t overdo it 4. Create remarkable content 5. Use emotion in your stories, not so much structure 6. Don’t forget your own content and channels 7. Make it easy for journalists to get in touch with you 8. Share their content 8 Steps for Inbound Media Relations @iliyanastareva
  43. 43. #INBOUND16 AN INBOUND PR NEWSROOM IS THE MEDIA’S GO-TO RESOURCE @iliyanastareva
  44. 44. #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
  45. 45. #INBOUND16 Nurture Your Media Leads @iliyanastareva
  46. 46. #INBOUND16 LEAD NURTURING CAN BE APPLIED TO ALL STAKEHOLDERS @iliyanastareva Source: ConvergeHub
  47. 47. #INBOUND16 Measure Results @iliyanastareva
  48. 48. #INBOUND16 JUST USE THE DATA. IT’S THERE! @iliyanastareva
  49. 49. #INBOUND16 PLAN WITH OUTCOMES IN MIND, NOT OUTPUTS @iliyanastareva AMEC Interactive Integrated Evaluation Framework
  50. 50. #INBOUND16 INBOUND PR IS A MINDSET CHANGE @iliyanastareva
  51. 51. #INBOUND16 THANK YOU. #InboundPR @iliyanastareva@iliyanastareva
  52. 52. #INBOUND16 @iliyanastareva Principal I Channel Consultant #InboundPR @iliyanastareva www.iliyanastareva.com Iliyana Stareva

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