Iliyana's Blog

Iliyana Stareva

Iliyana Stareva is Global Partner Program Manager at HubSpot where she plans and executes major cross-functional change across the globe. She spends her free time dancing salsa or writing about Inbound PR, Inbound Marketing and Agency Business, expertise gathered from years of agency experience and agency business consulting across Germany, the UK and Ireland.

Recent Posts

Getting Started with AI for Marketing and PR Agencies

[fa icon="calendar'] 21-May-2019 11:52:20 / by Iliyana Stareva posted in Public Relations, Marketing, Technology, Inbound PR

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AI or Artificial Intelligence has definitely become one of the most popular buzzwords in marketing and PR over the last few years. 

Most marketing and PR pros haven't yet figured out the implications of AI in their jobs and there seems to be this misunderstanding that AI will replace the human. 

In fact, according to a recent report automation threatens a quarter of marketing and PR jobs.  

I don't believe this to be true. AI to me is an enabler, just as technology is. You still need a human's brain to discover and analyse problems, identify solutions and connect the dots between the human and the AI work through the best choice of tools. 

AI might diminish the need for certain tasks to be performed by a human but then this frees the human to work on the more important and strategic stuff and should be seen as an opportunity, as a challenge to develop new and better skills. 

These are exciting times for marketing and PR pros and agencies.

I've been reading a lot about AI recently and I want to share with you a compilation of blog posts and videos that apply to marketing and PR agencies. 

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Journalists Need PR Pros to Adopt Inbound PR

[fa icon="calendar'] 07-May-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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75% of journalists say less than 25% of the pitches they get are relevant. 

To me, this is one of the key stats from Cision's 10th annual State of the Media Report that was just published. 

They surveyed ca. 2,000 journalists from around the world to discover trends around the industry. 

With the massive spread of fake news and the decreasing trust in the media where half of the population doesn't trust the media, journalism in 2019 seems to be facing quite a few challenges. 

For the industry, building trust is becoming its business model where for 51% of publications ensuring accuracy has become more important than revenue (34%).

This is important for PR pros as well because it means that stories and pitches will be heavily vetted. 

The research identified 5 key trends for journalism in 2019 that a PR pro must be aware of and many of them align with and speak of the need for the Inbound PR approach. 

5 Key Trends for Journalism in 2019 

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B2B and B2C Content Marketing Statistics 2019 [Infographic]

[fa icon="calendar'] 30-Apr-2019 09:00:00 / by Iliyana Stareva posted in Inbound Marketing, Content Marketing

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Content Marketing has been around for quite some time.

We use it in inbound marketing, we use it in inbound PR, we use it in internal communication, we use it any time we need to interact with an audience. 

Content has become a business asset.

In fact, 88% of B2B content marketers say that creating content makes their audience view their organisation as a credible and trusted resource.  

I learned this from a very cool infographic from my friends over at PointVisible that I want to show you today. 

You can take a look at the full image below but I to run through some of the key statistics from my point of view.

6 Key Facts About the State of Content Marketing

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Top 5 Takeaways from the #StateofPR 2019

[fa icon="calendar'] 23-Apr-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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"Reflecting the views of more than 1,500 professionals, #StateofPR returns for 2019 to paint a picture of a commercially robust industry that isn't always the people-focussed profession it aspires to be."

This is the first thing that I read about the latest research into the UK PR profession by the CIPR and I'll be honest, it didn't exactly make me want to read more. It sort of depressed me.

But it's important to know what's going on in the PR industry, especially on my quest to help transform it with my book Inbound PR so I wanted to dig in to understand why this statement as a summary of the research.

I cover the StateofPR every year (here's 2018, for example, which to me was all about the need for business acumen in PR). This year, I noticed 5 key issues that I want to share with you below. 

#1 PR is growing but still has a skills gap

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Reflecting on One Year as an Inbound PR Consultancy - ITPR's Story

[fa icon="calendar'] 16-Apr-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Republished with permission from ITPR's blog

New is always scary, so when we sat down as a team around a year ago and decided we were moving away from ‘traditional PR’ to Inbound PR, it’s fair to say I was a little apprehensive. 

They say you can’t teach an old dog new tricks, plus I’d only ever worked in the ‘old’ version of PR, so moving to something I didn’t have a lot of knowledge of at the time took me a little out of my comfort zone. 

As it turns out, Inbound PR isn’t scary, doesn’t mean learning completely new skills, and certainly doesn’t take long to realise the benefits – especially for our clients, of which there are quite a few new faces!

Inbound PR resonates!

It’s fair to say the Inbound PR way of life has resonated with a lot of our clients, especially those who’s bosses have been sceptical in the past about the value of PR as a business function.

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