I got into PR about six years ago. Since then the PR industry has continuously being disrupted. 

That's probably happening to more or less any industry simply because of how fast technology is changing and how quickly ordinary people are embracing digital and are making decisions differently because of digital.

But I haven't seen this being said so much about the other industries as it has been for PR. Google "disruption of public relations" and you'll find multiple articles every year highlighting how PR needs to be disrupted, is ready to be disrupted or better be disrupted with real action. (And the list goes on.)

Fast forward to 2016 and we find the latest Global Communications Report from the Holmes Report pushing that message again — the scale of change is disrupting the PR industry but is PR really able to adapt to this shifting landscape? 

If you work in an agency, I'm sure you've seen people prepare for new business pitches or you've even either been part of one or run one yourself. Maybe even multiple ones. 

That's often the result of an RFP or a Request For Proposal that companies and their marketing people put through when in search of a new agency. 

You'll see a lot of arguments online about this traditional approach to choosing a new agency that has been going on for over 50-60 years and still seems to be the norm although it's hugely outdated. Some argue that this process is a complete waste of time as it's " too slow for a marketing world that functions at the speed of light".

My favourite detractor of RFPs is Blair Enns and all agency best practices he preaches in his book Win Without Pitching. Alone the name of the book explains the need to move away from RFPs and that it is indeed possible to do so. 

But it's one thing for the agency to change its model of how it wins new business, it's another on the client side. Because it's the clients requesting those RFPs and it's the agencies and other marketing professionals who need to re-educate and teach those clients how much more economic and efficient it could be to develop a better way of finding a new agency than with RFPs. 

When we talk about outbound and inbound, this is how you should think about it: outbound means pushing messages out there to journalists or potential customers for volumes-sake so that it goes out and hopefully reaches as many people as possible; inbound means pulling the right people in with relevant messages that they find on their own and choose to consume of their own will whenever they decide to.

That's what's changed over the past few decades ‒ consumers have become far more sophisticated, educated and guarded with devices, tools and apps to ignore you. Or if you do your job well, to pay attention to you.

This is the world we live in ‒ a constant fight for attention because of a complete saturation with content and information everywhere, all the time, from anyone, brands and ordinary people.  

To build a sphere of influence in such a tough environment is a hard job. Usually, that's the job of PR people so I don't envy their new reality. But to stay relevant and manage to break through that attention bubble, PR people need to turn to inbound. They need to combine the good parts of the outbound world and use them for inbound.

Inbound PR focuses on all things digital across paid, earned, social and owned media (PESO) and with this post I want to show you a few ways in which you can turn traditional PR activities into Inbound PR activities. Here we go.

We are all in the services business. You don't agree? Then think about all the people you need to please directly or indirectly - clients, potential clients, co-workers, bosses and subordinates.

This is most prevalent in professional services companies, especially agencies because this is what they sell – their knowledge and expertise in a particular service area rather than a product, e.g. marketing strategy, PR and digital comms management and implementation, website build, SEO optimization etc. All things that at first sight are intangible but extremely important to a client.

I’ve worked in five different agencies across Germany and the UK and I know firsthand how difficult clients can be. Even now on the other side where I consult agencies on how to grow their businesses with HubSpot and inbound marketing, I still face demanding and energy and time-consuming client situations all the time.

Learning how to properly handle those comes with experience because you are dealing with real people and everyone is different. The situation or issue might be the same, but the people you are working with have different characters, understandings, behavior and expectations. And they don’t care that you have other clients, they don’t even think about you or your situation, they want to feel special and have their issue solved now. As I always say, the client is king, right?

Marketing professionals and agency people like to-do lists. They just have so many things on their plate. But what they like even more is ticking off items on that to-do list.

As the workload increases, though, that to-dos list usually starts to get shorter, but the actual to-dos are of a bigger scope, which is not very helpful because the point of the to-do list is to break things down into small parts and tackle each one by one. When the task is too big and you don't break it down into subtasks, you tend to forget things or you don't know where to start nor can you tell your people what to do. 

What marketing and agency pros need in these cases is a checklist that they can use every time ‒ for various campaigns or clients. Think like a to-do template that enables them to turn these ad-hoc to-do lists into a process.  

Here's where today's post is going to help. It offers a simple checklist of 69 to-dos to help you optimise your marketing and communications activities throughout the entire inbound marketing methodology.