This document provides an overview of inbound PR and outlines 8 steps for organizations to start implementing an inbound PR strategy. It begins by explaining how traditional PR is broken and outbound, while inbound PR focuses on creating valuable content and measuring results. It then details the 8 steps which are: 1) setting goals, 2) defining target personas, 3) mapping their journey, 4) creating a content plan, 5) promoting content, 6) doing inbound media relations, 7) nurturing leads, and 8) measuring results. The document emphasizes doing research, focusing on personas, distributing content widely, and using tools like a PR newsroom to facilitate inbound media relations.

1. GETTING STARTED WITH
INBOUND PR
Iliyana Stareva
Global Partner Program Manager, Hubspot
Author of Inbound PR

2. Iliyana Stareva
Global Partner Program Manager, HubSpot
● Consulted and helped over 200 HubSpot
partner agencies grow their businesses and
those of their clients
● Author of Inbound PR:The PRAgency’s
Manual to Transforming Your Business with
Inbound
@iliyanastareva

3. Win a signed copy by
tweeting!
The person with the most live tweets
that use #InboundPR and
#DigitalGaggle will win a signed copy of
the Inbound PR book!

5. Silfra in Thingvellir National Park
Iceland
8 January2017
Fear only holds usback

6. 1
Why is PR
Broken
2
How Can
Inbound Help
3
How to Do
Inbound PR
Getting Started With Inbound PR

7. 1. Why isPRBroken

8. “PUBLIC RELATIONS ISA STRATEGIC
COMMUNICATION PROCESS THAT
BUILDS MUTUALLY BENEFICIAL
RELATIONSHIPS BETWEEN
ORGANIZATIONS AND THEIR PUBLICS.”
PRSA,Public Relations Society of America

9. Text here
“ADVERTISING ISSAYING
YOU’RE GOOD. PRISGETTING
SOMEONE ELSETO SAYYOU’RE
GOOD.”
Jean-Louis Gassee

10. PR =
Media Relations

11. PRISNO
LONGER JUST
MEDIA
RELATIONS

12. Traditional
PRis
Outbound
Becauseit interrupts.
It doesn’t attract.

13. "PR SHOULD REINVENT ITSELF;WE ARE
STILLROOTED IN CONVENTIONAL WAYS
OF THINKING. IF WE DON’T DO IT, WE
WILLDIE OUT LIKE DINOSAURS."
IWONA SARACHMAN, PRDIRECTORAT AMREST SP. ZO.O.

14. 2. How Can Inbound Help

15. PRPeople Excel at
CONTENT

17. PRPeople Suckat
MEASUREMENT

18. 73% of PRpros deem aligning metrics to revenue or vital
businessKPIsasthe most difficult challenge facing comms

19. INBOUND PR
Combining PR’sbiggest strength and biggest
challenge
CONTENT & MEASUREMENT

20. Any
Stakeholder

21. 3. How To Do Inbound PR

22. 8 Steps to Starting with Inbound PR
1 2 3 4
Set Your Goals Nail Your
Stakeholde
r Personas
Define Their
Journey
Create a Content
Plan
5 6 7 8
Promote Your Do Inbound Nurture Your Measure
Content Media Relations Media Leads Results

23. 8 STEPSTO STARTING WITH INBOUND PR
Set Your Goals
STEP1

24. Text here
WHYARE WE DOING THIS?
WHAT ARE WE TRYING TO
ACHIEVE?
HOW MUCH OF THIS ISPR
GOING TO HELP US WITH?
STEP 1

25. 8 STEPSTO STARTING WITH INBOUND PR
Nail Your Stakeholder
Personas
STEP2

26. Always Do Your
RESEARCH
STEP2

27. Media PersonaBuyer Persona
● 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?
● 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?
STEP2

28. Media PersonaBuyer Persona
● 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?
● 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?
STEP2

29. 8 STEPSTO STARTING WITH INBOUND PR
Define Your Stakeholder
Journey
STEP3

30. The Buyer’s vs.Media’s Journey
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
STEP3

31. 8 STEPSTO STARTING WITH INBOUND PR
Create a Content Plan
STEP4

32. Persona
Awareness
Consideration
Decision
Define questions
and keywords at
Content offer
Content offer
Content offer
Answer those
questions with
Press Releases
Put things out
there with
Newsroom
Blog Posts
Press Releases
Newsroom
Blog Posts
Press Releases
Newsroom
Blog Posts
Always start with
your persona

33. Content format is important!

34. By2020, online
videos will make
up more than 80%
of all consumer
internet traffic
STEP4

35. 8 STEPSTO STARTING WITH INBOUND PR
Promote Your Content
STEP5

36. 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.
STEP5

37. STEP 5
55.1% of the
global
population has
internet access
People online
have an
average of 8.5
social media
accounts

38. 20%
Content
Creation
+ 80%
Content
Distribution
= 100%
Content
Success
STEP5

39. STEP5
THE PESO MODEL IS THE SMARTEST WAY TO
ACTIVATE A PRCAMPAIGN TODAY

40. 8 STEPSTO STARTING WITH INBOUND PR
Do Inbound Media
Relations
STEP6

41. 8 Steps for Inbound Media Relations
1 2 3 4
Do Your Get Creative Don’t Be Create
Research First with Your
Outreach
Spammy or
Overdo it
Remarkable
Content
5 6 7 8
Use Emotion Don’t Forget Make it Easy to Share Their
Over Structure Your Owned
Media
Reach You Content
STEP6

42. AN INBOUND PR
NEWSROOM ISTHE
MEDIA’S GO-TO
RESOURCE
STEP6

43. 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
PRcontact details
Search & sort function and
subscribe options
Research, studies &
whitepapers
Press Releases
High-quality visuals, images &
logos

44. 8 STEPSTO STARTING WITH INBOUND PR
Nurture Your Media
Leads
STEP7

45. LEAD NURTURING
CAN BE APPLIED TO
ALL STAKEHOLDERS
STEP7

46. 8 STEPSTO STARTING WITH INBOUND PR
Measure Results
STEP8

47. PLAN WITH
OUTCOMES IN
MIND, NOT
OUTPUTS
STEP8

48. THE HUBSPOT
SOFTWARE IS
YOUR BEST
FRIEND
STEP8

49. A Quick Recap...
1 2 3 4
Set Your Goals Nail Your
Stakeholde
r Personas
Define Their
Journey
Create a Content
Plan
5 6 7 8
Promote Your Do Inbound Nurture Your Measure
Content Media Relations Media Leads Results

50. Text here
3 Final Takeaways
● PRrequires a new approach
● Inbound PRallows you to do
remarkable and measurable PR
● There are 8 key steps to doing
Inbound PRbut it all goes
back to your goals and how
you measure them

51. Thank you!
@iliyanastareva www.iliyanastareva.com #InboundPR