Details

Inbound PR


Inbound PR

The PR Agency's Manual to Transforming Your Business With Inbound
1. Aufl.

von: Iliyana Stareva

16,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 16.04.2018
ISBN/EAN: 9781119462279
Sprache: englisch
Anzahl Seiten: 192

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>The digital era’s new consumer demands a new approach to PR</b></p> <p><i>Inbound PR</i> 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.</p> <p>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.</p> <ul> <li>Build brand awareness without “marketing to” the audience</li> <li>Generate more, higher-quality customer or media leads</li> <li>Close the deal and nurture the customer or media relationship</li> <li>Track the ROI of each stage in the process</li> </ul> <p>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. <i>Inbound PR</i> provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.</p>
<p>The New World of Inbound PR: A Foreword vii</p> <p>Modernizing Public Relations and Marketing: A Foreword ix</p> <p>Introduction xi</p> <p>About the Author xvii</p> <p>Acknowledgments xix</p> <p><b>Chapter 1 Getting the Basics: PR and Inbound 1</b></p> <p>What Is Public Relations? 3</p> <p>What Is Inbound? 5</p> <p>Content: The Glue between Inbound and PR 8</p> <p><b>Chapter 2 PR and Measurement 13</b></p> <p>The History of Measurement in Public Relations and Communications 15</p> <p>Inbound Marketing and Measurement 22</p> <p>The Future of PR Measurement 24</p> <p><b>Chapter 3 Inbound PR 33</b></p> <p>Why You Need Inbound PR 35</p> <p>The Inbound PR Concept 39</p> <p>Benefits of the New Inbound PR Model 41</p> <p>Why PR Agencies Need to Adopt Inbound PR 45</p> <p><b>Chapter 4 How to Do Inbound PR 51</b></p> <p>The Inbound PR Methodology 53</p> <p>How to Run an Inbound PR Campaign 55</p> <p>Inbound Media Relations 66</p> <p>The Inbound PR Newsroom 72</p> <p>How to Create Fascinating Content 77</p> <p>The Art of Inbound Storytelling 83</p> <p><b>Chapter 5 Generating New Business with Inbound PR 89</b></p> <p>Practicing What You Preach 91</p> <p>The Importance of Positioning 94</p> <p>How to Create Your Agency’s Positioning Strategy 102</p> <p>How to Do Lead Nurturing and Fill Your Sales Funnel 109</p> <p><b>Chapter 6 Delivering Inbound PR to Clients 115</b></p> <p>Defining Inbound PR Services 117</p> <p>Packaging Inbound PR Services 123</p> <p>Developing Inbound PR Capabilities 126</p> <p>Delivering Inbound PR Services 129</p> <p>Conclusions and Key Success Factors 135</p> <p>Appendix 141</p> <p>Notes 151</p> <p>References 155</p> <p>Index 157</p>
<p><b>ILIYANA STAREVA</b> is global partner program manager at HubSpot, where she ensures a partner-first approach and enables company teams to collaborate, communicate, and make change happen better across global offices. A fluent speaker and writer in Bulgarian, English, and German, she is the author of <i>Social Media and the Rebirth of PR</i> and<i> Social Media: Key for Sustainability Communications.</i>
<p><b>PRAISE FOR INBOUND PR</b> <p>"In her <i>Inbound PR</i> book, Iliyana nails the fundamental shifts happening in the PR industry and sets the standard for the PR agency of the future."</br> <b>—BRIAN HALLIGAN,</b> CEO and founder, HubSpot <p>"Iliyana Stareva shares her modern #InboundPR model for attracting and engaging prospects as part of a sales or marketing campaign. It can be applied equally to consumer or business-to-business campaigns, and organizations large and small. I first met Iliyana in Dublin in October 2015. I sought her out after reading her blog about this innovative approach to public relations. I'm delighted that she has developed it into a book. Make sure that you add it to your reading list."</br> <b>—STEPHEN WADDINGTON,</b> partner and chief engagement officer, Ketchum; visiting professor, Newcastle University <p>"The PR industry is ripe for disruption. It wasn't all that long ago that the web forced us to reinvent ourselves. It's time again. International PR organizations have called for the death of metrics that don't make business sense, such as media impressions and advertising equivalencies. Smart business leaders have called for metrics, as they relate to real organizational growth. We've been able to add tactics, such as owned and shared media that allow us to prove we are an investment, not an expense, and that we do drive revenue. Yet, because we hate numbers, we have a difficult time drawing the correlation between our work and sales numbers. What Iliyana Stareva preaches with <i>Inbound PR</i> will get us there. Not only is it something we define, highlight, and amplify, it allows for the all-encompassing return-on-investment. As you traverse this book, keep a notebook at your side and outline your plan. By the time you finish, you'll have an Inbound PR program that is effective, efficient, and measurable."</br> <b> —GINI DIETRICH,</b> CEO of Arment Dietrich; founder and author of <i>Spin Sucks</i> <p>"As a PR Agency, you need to choose between playing it safe with the status quo, or doubling down on your own business and seeing it grow. The <i>Inbound PR</i> book will give you real-world practical advice to allow you to ensure your digital campaigns deliver ROI and promote the success of your agency by covering positioning, closing, and measuring ROI."</br> <b> —KATE WALSH,</b> VP of Global Partner Services, HubSpot <p>"Iliyana Stareva's thought leadership and understanding are phenomenal. Inbound PR can shape the way consumers interact with what they see, hear and read, empowering the individual to make well-informed opinions whilst creating interesting substance. Iliyana is at the forefront of the industry and appreciates its depths and power. It's amazing how the optimization of digital functions such as SEO and content-rich online material can build an epicenter of media excitement. With all the international work we do at Curzon, we have found Inbound PR to be the most effective and strategic method of communications. This book, is yet again, another articulate display of Iliyana's expertise and insights and leads the way in educating us all on the power of digital marketing and communications."</br> <b> —FARZANA BADUEL,</b> founder and CEO of Curzon PR

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