Iliyana Stareva gives a presentation on inbound PR and how it differs from traditional outbound PR. She defines inbound PR as combining PR's strengths of content creation with measurement. She outlines 7 steps for companies to do inbound PR: 1) define stakeholder personas, 2) map their journey, 3) create a content plan, 4) promote content, 5) do inbound media relations, 6) nurture media leads, and 7) measure results. The key aspects of inbound PR are creating valuable content to attract stakeholders throughout their journey and using data to continually improve efforts.

1. #INBOUND16
WHY INBOUND PR IS
THE FUTURE OF PR
Iliyana Stareva
@iliyanastareva
Principal I Channel Consultant

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. #INBOUND16
1 WHAT IS PR?
@iliyanastareva

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. #INBOUND16
“ADVERTISING
IS SAYING
YOU’RE GOOD.
PR IS GETTING
SOMEONE ELSE
TO SAY YOU’RE
GOOD.”
Jean-Louis Gassee
@iliyanastareva

6. #INBOUND16
PR IS NOT JUST
MEDIA RELATIONS
@iliyanastareva

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

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2 WHAT IS INBOUND PR?
#InboundPR @iliyanastareva@iliyanastareva

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THE MEDIA HAS
EVOLVED WITH
DIGITAL
@iliyanastareva

10. #INBOUND16
PR PEOPLE EXCEL AT
CONTENT
@iliyanastareva

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PR PEOPLE SUCK AT
MEASUREMENT
@iliyanastareva

12. #INBOUND16
The Inbound Methodology
@iliyanastareva

13. #INBOUND16
SHHH!
CONNECTING THE DOTS IN PROGRESS…
#InboundPR @iliyanastareva@iliyanastareva

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INBOUND + PR =
@iliyanastareva

15. #INBOUND16@iliyanastareva

16. #INBOUND16@iliyanastareva

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Combining PR’s biggest strength and biggest challenge
CONTENT & MEASUREMENT
INBOUND PR
@iliyanastareva

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3 WHY INBOUND PR FOR
YOUR COMPANY?
#InboundPR @iliyanastareva@iliyanastareva

19. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva

20. #INBOUND16
THE EGO HAS
THE POWER
@iliyanastareva

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BRANDS HAVE
TOO MANY
STAKEHOLDERS
@iliyanastareva

22. #INBOUND16
WE ARE ALL
INFLUENCERS
NOW
@iliyanastareva

23. #INBOUND16
TRADITIONAL
PR IS
OUTBOUND
It also can’t get you into that
many audiences nor reach that
many influencers.
@iliyanastareva

24. #INBOUND16
OUTBOUND PR INTERRUPTS
@iliyanastareva

25. #INBOUND16
INBOUND PR ATTRACTS
@iliyanastareva

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AND IT ATTRACTS WITH
CONTENT
@iliyanastareva

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4 HOW TO DO INBOUND PR?
#InboundPR @iliyanastareva@iliyanastareva

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. #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

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Nail Your Stakeholder Personas
@iliyanastareva

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ALWAYS DO YOUR
RESEARCH
@iliyanastareva

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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?
@iliyanastareva

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. #INBOUND16
Define Your Stakeholder Journey
@iliyanastareva

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. #INBOUND16
Create a Content Plan
@iliyanastareva

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

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Promote Your Content
@iliyanastareva

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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.
@iliyanastareva

40. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva

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Do Inbound Media Relations
@iliyanastareva

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. #INBOUND16
AN INBOUND PR
NEWSROOM IS
THE MEDIA’S
GO-TO RESOURCE
@iliyanastareva

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. #INBOUND16
Nurture Your Media Leads
@iliyanastareva

46. #INBOUND16
LEAD NURTURING
CAN BE APPLIED
TO ALL
STAKEHOLDERS
@iliyanastareva
Source: ConvergeHub

47. #INBOUND16
Measure Results
@iliyanastareva

48. #INBOUND16
JUST USE THE
DATA.
IT’S THERE!
@iliyanastareva

49. #INBOUND16
PLAN WITH
OUTCOMES IN
MIND, NOT
OUTPUTS
@iliyanastareva
AMEC Interactive Integrated Evaluation Framework

50. #INBOUND16
INBOUND PR IS A
MINDSET CHANGE
@iliyanastareva

51. #INBOUND16
THANK YOU.
#InboundPR @iliyanastareva@iliyanastareva

52. #INBOUND16
@iliyanastareva
Principal I Channel Consultant
#InboundPR @iliyanastareva
www.iliyanastareva.com
Iliyana Stareva