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.