This is a guest post by Tamara Vlootman.

Over the last few years, I've been focusing more and more on gaining insights - both about our clients and about the PR industry itself.

I chose this specialisation as a job role at my PR agency driven by the desire to help make brands be truly based on something real instead of just pushing some ‘added value’ to existing marketing fluff.

But this specialisation is also a source of frustration. More and more often, I get the feeling that we in the PR industry are not even close to reaching our full potential of being strategic advisors.

In my opinion, Inbound PR is not only about a different way of using technology. It’s about creating real and solid value in a world that increasingly screams for something authentic and honest - because the demand for creating real stories for more engaged, rather than just bigger audiences is rising. And the only way to add value is by spending focused time creating it, not by compromising with rushed pitches and press releases.

But Why the Itch to Stick with the Old?

Over the last month, after speaking to Stephen Waddington and Iliyana Stareva about PR and its future, something became even more clear to me.