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#INBOUND16 MAKING INBOUND PR HAPPEN Iliyana Stareva Global Partner Program Manager @ Author of Inbound PR @iliyanastareva

MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

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Page 1: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

MAKING INBOUND PR

HAPPEN

Iliyana StarevaGlobal Partner Program Manager @

Author of Inbound PR

@iliyanastareva

Page 2: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Why Is PR Broken?

How Can Inbound Help?

How To Do Inbound PR?

@iliyanastareva #InboundPR

1

2

3

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#INBOUND16

1 WHAT IS PR?

@iliyanastareva #InboundPR

ILIYANA STAREVA● Global Partner Program Manager at HubSpot

● Consulted and Helped over 200 HubSpot

Partner Agencies Grow their Businesses

● Author of Inbound PR: The PR Agency’s

Manual to Transforming Your Business with

Inbound

@iliyanastareva

Page 4: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

1 WHAT IS PR?

@iliyanastareva #InboundPR

1 WHY IS PR BROKEN?

Page 5: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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 #InboundPR

Page 6: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva

“ADVERTISING IS SAYING YOU’RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU’RE GOOD.”

Jean-Louis Gassee

#InboundPR

Page 7: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

PR = MEDIA RELATIONS

@iliyanastareva #InboundPR

Page 8: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

PR SHOULDN’T BE JUST

MEDIA RELATIONS!

THE MEDIA HAS EVOLVED,

PR SHOULD TOO

@iliyanastareva #InboundPR

Page 9: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

BRANDS HAVE

TOO MANY

STAKEHOLDERS

@iliyanastareva #InboundPR

Page 10: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

WE ARE ALL

INFLUENCERS

NOW

@iliyanastareva #InboundPR

Page 11: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

IS PR STARTING AND

PARTICIPATING IN THE

RELEVANT, VALUE-ADDING

CONVERSATIONS?

@iliyanastareva #InboundPR

Page 12: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva

Because it interrupts.

It doesn’t attract.

TRADITIONAL PR IS OUTBOUND

#InboundPR

Page 13: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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 #InboundPR

Page 14: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

1 WHAT IS PR?

@iliyanastareva #InboundPR

2 HOW CAN INBOUND HELP?

Page 15: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva #InboundPR

CONTENTPR PEOPLE EXCEL AT

Page 16: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva #InboundPR

MEASUREMENTPR PEOPLE SUCK AT

Page 17: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

The Inbound Methodology

@iliyanastareva #InboundPR

Page 18: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

SHHH!

CONNECTING THE DOTS IN PROGRESS…

#InboundPR @iliyanastareva@iliyanastareva #InboundPR

Page 19: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

INBOUND + PR =

@iliyanastareva #InboundPR

Page 20: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Combining PR’s biggest strength and biggest challenge

CONTENT & MEASUREMENT

INBOUND PR

@iliyanastareva #InboundPR

Page 21: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Media Leads

Publishers

RepeatPublisher

s

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 #InboundPR

Page 22: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

1 WHAT IS PR?

@iliyanastareva #InboundPR

3 HOW TO DO INBOUND PR?

Page 23: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Set Your Goals

Nail Your Stakeholder Personas

Define their Journey

Create a Content Plan

Promote Your Content

Do Inbound Media Relations

Nurture Your Media Leads

Measure Results

8 Steps to

Starting

with

Inbound PR

@iliyanastareva #InboundPR

1

2

3

4

5

6

7

8

Page 24: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Set Your Goals

@iliyanastareva #InboundPR

Page 25: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva #InboundPR

WHY ARE WE

DOING THIS?

WHAT ARE WE

TRYING TO

ACHIEVE?

HOW MUCH OF

THIS IS PR

GOING TO HELP

US WITH?

Page 26: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Nail Your Stakeholder Personas

@iliyanastareva #InboundPR

Page 27: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

ALWAYS DO YOUR

RESEARCH@iliyanastareva #InboundPR

Page 28: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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 #InboundPR

Page 29: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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 #InboundPR

Page 30: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Define Your Stakeholder Journey

@iliyanastareva #InboundPR

Page 31: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva

Awareness Consideration Decision

Buyer

Persona I have a problemI’m researching

solutions

I’m picking a brand or

top solution to solve

my problem

Media

PersonaI 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

#InboundPR

Page 32: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Create a Content Plan

@iliyanastareva #InboundPR

Page 33: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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

#InboundPR

Page 34: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Promote Your Content

@iliyanastareva #InboundPR

Page 35: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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 #InboundPR

Page 36: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16#InboundPR @iliyanastareva@iliyanastareva #InboundPR

Page 37: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Do Inbound Media Relations

@iliyanastareva #InboundPR

Page 38: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Do Your Research First

Get Creative with Your Outreach

Don’t Be Spammy or Overdo it

Create Remarkable Content

Use Emotion Over Structure

Don’t Forget Your Owned Media

Make it Easy to Reach You

Share their Content

8 Steps for

Inbound

Media

Relations

@iliyanastareva #InboundPR

1

2

3

4

5

6

7

8

Page 39: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

AN INBOUND PR

NEWSROOM IS

THE MEDIA’S

GO-TO RESOURCE

@iliyanastareva #InboundPR

Page 40: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#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

#InboundPR

Page 41: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Nurture Your Media Leads

@iliyanastareva #InboundPR

Page 42: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

LEAD NURTURING

CAN BE APPLIED

TO ALL

STAKEHOLDERS

@iliyanastareva

Source: ConvergeHub

#InboundPR

Page 43: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

Measure Results

@iliyanastareva #InboundPR

Page 44: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

JUST USE THE

DATA.

IT’S THERE!

@iliyanastareva #InboundPR

Page 45: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16@iliyanastareva

Prowly.com

#InboundPR

Page 46: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

PLAN WITH

OUTCOMES IN

MIND, NOT

OUTPUTS

@iliyanastareva

AMEC Interactive Integrated Evaluation Framework

#InboundPR

Page 47: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

INBOUND PR IS A

MINDSET CHANGE

@iliyanastareva #InboundPR

Page 48: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

3 Takeaways

1. PR requires a new approach

2. Inbound PR allows you to do

remarkable and measurable PR

3. There are 8 key steps to doing

Inbound PR but it all goes back

to your goals and how you

measure them

@iliyanastareva #InboundPR

Page 49: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

THANK YOU.

QUESTIONS?

#InboundPR @iliyanastareva@iliyanastareva #InboundPR

Page 50: MAKING INBOUND PR HAPPEN€¦ · Events Exclusives Social Sharing Inbound Links Contextual Marketing Social Monitoring INBOUND MARKETING INBOUND PR @iliyanastareva #InboundPR. #INBOUND16

#INBOUND16

@iliyanastareva

Global Partner Program Manager @

#InboundPR @iliyanastareva

www.iliyanastareva.com

Iliyana Stareva

#InboundPR