Republished book review by Matt Bergman from Amazon. (Thanks, Matt!)
Iliyana Stareva has written what I’d call, with a considerable degree of confidence, the most important, actionable and forward-looking PR book of the past ten years. That’s true, I believe, for the following reasons, which I’ll circle back to and discuss in a bit more detail:
- The author sets a detailed course for the future of PR that aligns with the thinking and capabilities of the relatively few genuinely progressive agencies, as well as with the needs of forward-looking clients.
- The book beautifully, seamlessly and comprehensively integrates the inbound approach – which is unquestionably going to be the overarching structure that informs the future of marketing (AI and automation technology, by the way, are much more conducive to an inbound approach than to an outbound one).
- Ms. Stareva addresses head on what has frankly been the negligence of the PR industry in exhibiting little in the way of creative or scientific thinking in terms of measuring value.