Inbound PR was born from experience. 

I come from a PR background. I spent three years working in PR across Germany and the UK. Having studied International Business and not PR I really needed to work on my writing skills. 

Because let's face it, what PR people excel at really is storytelling, often in the written form. That's what PR pros study when they go to university and that's what they do day in and day out.

But when I joined HubSpot and had to master inbound marketing, I had to nail down on the numbers game and think with measurement in mind from the start. And I think we all agree that measurement is not PR's forte. 

These two realisations - that PR people excel at content but they suck at measurement - gave birth to Inbound PR.

70% of investors make investment decisions on the basis of something they learned from digital research.

Is that surprising to you? To me, it's not.

What's most unique about the PR industry unlike any other discipline is that it deals with a multitude of stakeholders - buyers, media people, employees, investors. 

At the heart of Inbound PR is exactly that stakeholder persona that you need to get to know in and out around their challenges, consumption methods, research preferences, communication and information channels and most importantly decision-making process. 

Traditionally, you would think that investors wouldn't be spending their time on digital or trusting those sources, but that's how we thought about buyers and media people too. 

New research proves that you'd be better off with a similar inbound approach for your investors just as for your other stakeholders. 

"People leave managers, not companies."

Have you heard this saying before? 

I'm sure you have. I've spent a lot of time learning about leadership and as part of that, it's differences to management. 

You can be a great leader and you don't have to be a manager who has direct reports. 

But management is an extremely important function in any company. 

My greatest manager so far was Amanda Whyte who taught me a lot. The thing I appreciate the most was her candid constructive feedback that every quarter gave me something to work on. I'm driven by learning so for me it was extremely important to know the areas that I needed to improve. 

I consider myself lucky to have had such a manager. 

But what about the people who are not as lucky? What makes a bad manager and what makes a great manager? 

Have you ever struggled to get a 'yes' to your proposal from your boss (or anyone else for that matter)?

I have. It's hard to persuade someone else to do what you want or to agree to the approach you are proposing so that you can execute.  

The more you move up in a company and the bigger the company becomes (i.e. a corporation), the more important it becomes to build a business case and present it in front of the right person in the right way in order to get out what you want for your next steps. It's the same if you work in an agency and need your client's buy-in.

I spend a lot of my time at my job doing exactly that. I wouldn't say I've mastered this but I've certainly learned a few things. 

And as always, I learn by reading, listening to videos and of course, by doing. 

Today, I want to share with you the key learnings from a video and a slideshare that I came across on executive presentations that get you an executive 'yes'. In addition, I'll share some of my own experience too.

Clap if you agree: PR's biggest challenge throughout its entire existence has been measurement. 

I wish I could hear you. 

But I'm sure that pretty much everyone who works in the PR industry would agree. 

A few weeks ago, I had the pleasure of participating in Paul Sutton's podcast where we spoke about Inbound PR and how it presents "a methodology for public relations that moves the conversation firmly away from being one about reputation management to being one about the bottom line."

What prompted this post was Paul's latest episode with Kate Hartley where they summarised the entire season of the podcast show. A lovely conversation about humanity and vulnerability, about our core as people and what drives us that you should listen to as well. 

Inbound PR popped up as part of the discussion too around minute 17:30