Iliyana's Blog

Iliyana Stareva

Iliyana Stareva is Global Partner Program Manager at HubSpot, focusing on aligning HubSpot's expanding global teams to better service the agency partners and smoothly roll out changes to the program. 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

Bots, Visualisation and 4 More Key Themes in Communication for 2017 & Beyond

[fa icon="calendar'] 15-Aug-2017 09:00:00 / by Iliyana Stareva posted in Public Relations

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Did you know that 53.3% of communication professionals have low visual communication skills? 

I learned this from the latest European Communication Monitor 2017 which is a yearly survey that looks at trends and challenges in the communication industry. This year, over 3,300 professionals from 50 European countries took part in the research. 

Here's a quick video of some of the key findings: 

 I went through the research slides and this fantastic summary to put together my six key themes: 

Six Key Themes in Communication for 2017 and Beyond

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Leadership Journey in Sketches

[fa icon="calendar'] 08-Aug-2017 09:00:00 / by Iliyana Stareva posted in Leadership

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A while ago, I discovered a very interesting blog that represents everything in sketches. (Check it out here.)

What impressed me the most was the author's (or maybe I should say the artist's) work on leadership. 

Being such visual creatures, content as images grabs us a lot more than just simple text. I randomly found one of those sketches on Pinterest and directly went to the blog where I probably spent about an hour browsing the leadership posts and picking sketches to share with you.

These sketches are still text but the learnings are highlighted in such a way that is much more pleasurable and almost addictive to consume. 

I haven't seen sketches being used much by marketers but I'm beginning to think that they can play a role outside of the typical photography or infographics that we're all so used to. 

Let me take you on a leadership journey in sketches and you can decide for yourself if you could repurpose the idea in your marketing efforts. 

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Press Freedom: Does It Exist?

[fa icon="calendar'] 01-Aug-2017 09:00:00 / by Iliyana Stareva posted in Public Relations

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Did you know that China and Vietnam hold the world's largest prisons for journalists and bloggers?

I came across The 2017 World Press Freedom Index compiled by Reporters Without Borders and found the study fascinating. It shows you how different countries and regions are in terms of how the media functions by measuring the level of pluralism, media independence, and respect for the safety and freedom of journalists. I think when you live somewhere you just assume that things are the same in every other country which is clearly not the case. 

If you work in a global organisation, you need to be aware of cultural differences because they determine how to communicate and make decisions. And when you work in PR or communications for global clients and run global campaigns, then understanding how the media works in the countries around the world is crucial. 

The study doesn't have a particularly positive view of the world, explaining how attacks on the media have become commonplace and strongmen are on the rise where we have reached the age of post-truth, propaganda, and suppression of freedoms – especially in democracies. Some facts are frankly shocking.

Let's take a look.

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How to Tell a Great Story: The Science and The Method

[fa icon="calendar'] 25-Jul-2017 08:30:00 / by Iliyana Stareva posted in Storytelling, Blogging, Inbound PR

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Studies have shown that our brains are more engaged by storytelling rather than hard facts, sometimes by up to 22 times. 

In content marketing, telling stories has become a more and more sought out method. 

That's because making a personal connection rather than pushy sales and marketing tactics works better when you want to generate new business or engage your customers.

Not to mention that in our information overload era your biggest struggle as a marketer is the fight for attention. There's too much noise out there. It's close to impossible to stand out, especially when people's attention spans are shorter than those of a gold fish - only 8 seconds... 

Creating break through stories, though, is both an art and a science. You need the science and the data to tell you what your strategy should be around storytelling in terms of narratives and content types, and you need the art to be able to craft a storyline that sticks. 

We'll look at both today. 

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The PR Agency of the Future: Here's What It Looks Like

[fa icon="calendar'] 11-Jul-2017 08:00:00 / by Iliyana Stareva posted in Public Relations

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If your PR agency disappeared tomorrow, would your clients miss you? 

How quickly would they replace you? 

Not easy questions, I know, but they're important when you think about why you are in the PR business, the value that you're currently providing and the type of agency you envision in the near future. 

Are you a nice to have, a should have or a must have? In other words, are you irreplaceable?

The irreplaceable agencies are the ones who not just deliver remarkable work but whose work's remarkability clearly drives bottom line results.

The agencies that clients fear to lose are the ones who can very easily measure and tie their activities to the impact they're making on the client's financial goals.  

But in the ever-changing digital and technological landscape, what do PR agencies need to do to survive and most importantly to evolve to be fit for the future? 

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