Iliyana's Blog

Show Me Your Online Newsroom and I'll Tell You Who You Are

[fa icon="calendar'] 05-Mar-2019 09:00:00 / by Edyta Kowal posted in Public Relations, Inbound PR

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This is a guest post by my friend Edyta Kowal from Prowly.

A newsroom has always been a brand’s window on the world.

But the way we’ve been communicating with the world through this tool has changed quite a bit over the years.

Today, in the era of oversupply of all sorts of content, which almost everyone creates now, we find it increasingly difficult to be distinct.

On the other hand, PR people some time ago already accepted the fact that they wouldn’t be able to accomplish much by speaking just to journalists or keep focusing on the same dull formats used over and over again.

The development of new technologies, the ever-present digital connections, as well as the increasingly demanding and well-informed audiences—all these elements have contributed much to the fact that working in PR today requires a more comprehensive approach and oftentimes taking actions that are far from standard.

Most of all, however, it requires a focus on activities that will make audiences come to you because you can offer something extra, like a solution to their problem or something that will address their needs.

It is this subtle contrast between outbound and inbound that makes all the difference. And makes PR now more exciting than ever.

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PR, Publishing Books and Building a Personal Brand

[fa icon="calendar'] 26-Feb-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Brands and Business, Writing, Inbound PR

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I consider myself very lucky to have some super intelligent and talented friends. 

Kareem and his brother Aamen are among them. Kareem worked with me at HubSpot and Aamen was at Google. After gathering some great experience at those software companies they both set out to start their own business around content and are doing a terrific job at it. 

I was honoured when they invited me to participate in their sparerooms talk show. 

We chatted about:

  • public relations,
  • my Inbound PR book and how small business and entrepreneurs can take on some of the tips,
  • the writing and publishing processes while working full-time and how others can do it too,
  • building a personal brand online and offline, 
  • and building a partner program for smaller companies.

Check out the video for the full conversation, there are some fun moments as well!

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The State of Digital Transformation

[fa icon="calendar'] 19-Feb-2019 09:00:00 / by Iliyana Stareva posted in Marketing, Brands and Business, Technology

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Digital is an enterprise-wide strategic priority that cannot be isolated to just the marketing or IT department. Everybody in the organisation has a role to play. 

I've just finished reading the 2018-2019 State of Digital Transformation report which clearly illustrates how disruptive technologies continue to impact organisations and markets and how digital transformation as responsibility is moving beyond IT and is maturing into an enterprise-wide movement but there's still a lot of work to be done. 

As the report describes, digital transformation means modernising how companies work and compete and helping them effectively adapt and grow in an evolving digital economy where customer experience (CX), employee experience (EX) and organisational culture are the clear drivers that empower and accelerate change, growth, and innovation.

Let's take a look at some of the key findings that stood out to me while reading the report.

The Top 4 Learnings about the State of Digital Transformation

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Top 21 Inbound PR Posts on Other Blogs [Updated]

[fa icon="calendar'] 12-Feb-2019 09:00:00 / by Iliyana Stareva posted in Inbound PR

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Updated as of 3 March 2019.

Last week, I spoke in front of 300 people about Inbound PR at the London HUG organised by one of our HubSpot partners Whitehat SEO. 

It was a terrific event with a terrific audience. 

A lot of people were tweeting and as I was looking at the #InboundPR hashtag on Twitter to create a moment of the event, I noticed a bunch of other posts about Inbound PR so I decided to create a collection of the top blog posts I saw covering the topic. 

I'm very grateful to all agencies and PR pros exploring the Inbound PR model, testing it and adopting it in their practices. 

Here's what some of them have published. 

Top 21 Collection of Inbound PR Posts

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6 Reasons Why Your Business Needs Influencers

[fa icon="calendar'] 05-Feb-2019 09:00:00 / by Iva Grigorova posted in Public Relations

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This is a guest post by Iva Grigorova.

The role of influencers has become key in brand communication.

Social media opened the world of communication because it connects people. Digital media giants like Facebook, Instagram, Twitter and YouTube have been transforming the communication industry for years.

People spend most of their time online where they consume content.

Zenith’s Global Intelligence report for Q3 2018 says Facebook has 15.5 billion users per day with global reach 53.6%; Google and YouTube mobile search has 75.6% global reach; and, Twitter has 335 million monthly users and +11% grow of daily users, meaning existing users have become more active.

In addition to the growth of social media, let's take a look at the six key reasons why you need influencers to help you grow your business: 

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