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

The digital era’s new consumer demands a new approach to PR

Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI.

The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation.

• Build brand awareness without “marketing to” the audience
• Generate more, higher-quality customer or media leads
• Close the deal and nurture the customer or media relationship
• Track the ROI of each stage in the process

Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.

About the Author

Iliyana Stareva lives and breathes inbound marketing and PR for agencies. Iliyana spent three years in the PR industry across Germany and the UK, establishing the presence of some of the largest FMCG brands in the world in those markets. She was then headhunted by HubSpot – the leading marketing and sales SaaS pioneer – to become one of their first agency business consultants in Dublin (Ireland) where she helped dozens of marketing, content, PR and web agencies double or triple their revenues. It was during that time that Iliyana developed the Inbound PR concept.

Earning rapid promotions at HubSpot, Iliyana is now Global Partner Program Manager where she plans and executes major cross-functional change across the globe and drives company-wide partner-first initiatives.

Iliyana spends her free time dancing salsa or writing about Inbound PR, inbound marketing and agency business on her blog at www.iliyanastareva.com.