Iliyana's Blog

Iliyana Stareva

Iliyana Stareva is Principal I Channel Consultant at HubSpot, helping partner agencies grow their businesses with inbound marketing and position themselves as thought leaders in their fields. She spends her free time dancing salsa or writing about PR, social media, communications and sustainability, expertise gathered from years of agency experience working for PR and social media consultancies in Germany and in the UK.

Recent Posts

Why PR Needs Inbound PR to Stay Relevant

[fa icon="calendar'] 21-Feb-2017 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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With the global adoption of digital, a lot has been said about the PR industry. Unfortunately, not always positive.

Take, for example, keeping up with social media and online channels to develop appropriate skills and offer the type of services that clients nowadays need has been a painful challenge. Not to mention then measurement which has been PR's biggest problem since its very existence.  

So how does PR stay relevant? 

To figure this out, we need to first analyse our current reality. 

When we think about the past two decades, there are two key things brands and their PR people need to consider:

  • Our consumer and purchasing behaviours have changed, massively.
  • If you don’t have an online presence, you don’t exist.

Let’s start with the first one.

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The Agency-Client Relationship is Broken

[fa icon="calendar'] 07-Feb-2017 08:30:00 / by Iliyana Stareva posted in Agencies

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2017 or not, the agency-client war still persists. 

Agencies want to be responsible for more, marketers don't trust them to let them. 

That's the major finding in a recent study done in the US but I think it's quite relevant for the rest of the world as well.  

Marketers at clients complain that agencies lack technical and data-savvy teams who can work on their accounts and that too many agencies still haven't transitioned from old media to new, lacking the expertise clients need in the digital age. 

Agencies, on the other hand, say that clients are unwilling to become true partners by taking work in-house that really should be done by the agency team and so showing a disrespectful unwillingness to commit to quality work. 

If you look at the comments below, you'll see how the language both parties use is rather judgemental and certainly doesn't show that they see the other counterpart as a partner: 

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The Future of PR Measurement: Aligning with Sales

[fa icon="calendar'] 31-Jan-2017 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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“Measuring the effectiveness of PR has proved almost as elusive as finding the Holy Grail.”

That's a quote by John Pavlik I found in an extensive paper on PR metrics while researching this whole PR measurement drama lately. 

Through this research, I've found that there have been a number of frameworks and tools to get PR people to measure their results. None of them have been adopted, though. 

According to the 2016 Global Communications Report from the Holmes Report,current measurement models are still alarmingly focused on measures of outputs – such as total reach or total impressions – rather than on business outcomes. Social media measurement is equally unsophisticated.

These metrics don't really tell you anything unless you can very specifically tie them back to how they've boosted your bottom line. It's because they are looking at it from the wrong, broken perspective because these are outputs, not outcomes. Business owners and CEOs want the real numbers, they want actual proof of ROI (Return on Investment) which often is increase in sales because it's tangible. 

ROI, however, has always been difficult to show with PR.

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The 2017 Visual Content Marketing Statistics You Can't Miss

[fa icon="calendar'] 24-Jan-2017 08:30:00 / by Iliyana Stareva posted in Inbound Marketing

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By 2017, video content will represent 74% of all internet traffic.

I can't say that I'm surprised. 

Visual content was the biggest marketing trend for me for 2016. There were a lot of people and businesses jumping on it, particularly on the use of video or social networks that support videos and cool visuals such as Snapchat and Instagram. 

We've heard a lot about video during INBOUND16 as well where visuals and video were prominent more or less in every talk. 

Venngage went a step further and gathered the insights from marketing people about visual trends and put the results into a handy infographic that I want to show you today. (Disclaimer: I took part in the survey too.)

Here are some of the most interesting findings: 

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Content: The Glue Between Inbound and PR

[fa icon="calendar'] 17-Jan-2017 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound Marketing, Inbound PR

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When I started working on the Inbound PR concept, my initial thought was that PR pros are really great at content creation and storytelling but they were pretty bad at measurement. I remember that from my days working in the industry.

On the other hand, inbound marketing people are well versed in data and numbers - this is what I saw from working with hundreds of agencies as a consultant at HubSpot. 

Then I decided to dig into the two disciplines. 

What's Public Relations? 

As per definition, public relations is the strategic communication process that builds mutually beneficial relationships between an organisation and its publics. This comes from the Public Relations Society of America (PRSA) which is the leading PR organisation in the world.

The Chartered Institute of Public Relations (CIPR) in the UK – the other leading PR body – argues that:

"Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics."

As you can see from the definitions, PR is all about reputation and engaging in meaningful relationships with various publics.

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