--- title: Reflecting on One Year as an Inbound PR Consultancy - ITPR's Story description: Here's how one traditional PR agency has transformed into an Inbound PR consultancy over the course of a year and all the benefits they've seen so far. image: https://www.iliyanastareva.com/hubfs/changing%20into%20an%20inbound%20pr%20agency.jpg --- [**](https://www.facebook.com/iliyana.stareva) [**](https://twitter.com/iliyanastareva) [**](https://www.linkedin.com/in/iliyanastareva) [**](http://instagram.com/iliyanastareva) [**](http://www.pinterest.com/iliyanastareva/) [BUY INBOUND PR NOW](https://www.amazon.com/Inbound-PR-Agencys-Transforming-Business/dp/1119462215/) [Iliyana Stareva ](https://www-iliyanastareva-com.sandbox.hs-sites.com) ## Iliyana's Blog ## [Reflecting on One Year as an Inbound PR Consultancy - ITPR's Story](https://www.iliyanastareva.com/blog/reflecting-on-one-year-as-an-inbound-pr-consultancy-itprs-story) [fa icon="calendar"] 16-Apr-2019 10:00:00 / by [Iliyana Stareva](https://www.iliyanastareva.com/blog/author/iliyana-stareva) - [Tweet](https://twitter.com/share) *![changing into an inbound pr agency](https://www.iliyanastareva.com/hs-fs/hubfs/changing%20into%20an%20inbound%20pr%20agency.jpg?width=700&name=changing%20into%20an%20inbound%20pr%20agency.jpg)* *Republished with permission from [ITPR's blog](https://www.itpr.co.uk/blog/reflecting-on-one-year-as-an-inbound-pr-consultancy). * New is always scary, so when we sat down as a team around a year ago and decided we were moving away from ‘traditional PR’ to [Inbound PR](https://www.itpr.co.uk/what-the-hell-is-inbound-pr), it’s fair to say I was a little apprehensive.  They say you can’t teach an old dog new tricks, plus I’d only ever worked in [the ‘old’ version of PR](https://www.iliyanastareva.com/blog/outbound-vs-inbound-pr), so moving to something I didn’t have a lot of knowledge of at the time took me a little out of my comfort zone.  As it turns out, Inbound PR isn’t scary, doesn’t mean learning completely new skills, and certainly doesn’t take long to realise the benefits – especially for our clients, of which there are quite a few new faces! ### **Inbound PR resonates!** It’s fair to say the Inbound PR way of life has resonated with a lot of our clients, especially those who’s bosses have been sceptical in the past about the value of PR as a business function. But it has also had a profound effect on [bringing in new business](https://www.itpr.co.uk/blog/generating-new-business-through-inbound-pr). We’ve seen a sharp increase in prospects not looking for the traditional PR approach of ‘get coverage, ask questions later’, but instead looking for a measurable approach that Inbound PR brings. So why is this? One reason is the shift to digital. I bet you can’t name one major newspaper or magazine that hasn’t got an online presence now. The digital shift has brought benefits to the world of PR. Yes, more platforms mean more opportunities to pitch for and raise awareness of a client. But it also means we can closely align ourselves with a client’s marketing team to monitor the impact of things such as backlinks and SEO strategy and performance. Press coverage is not just raising awareness, it’s now seen as an opportunity to drive visitors back to the client’s website. ### **Better ways to measure PR** According to [a report from Cision](https://www.cision.com/content/dam/cision/TK-Ebook-Framework-for-Digital-PR-Cision-Edition-V5.pdf), 80% of marketers said they were using data to drive decision-making. Yet I bet if you asked someone in PR if they do the same, that percentage would be a lot lower. In a world ruled by data, PR professionals need hard metrics to prove the value of their work, but this doesn’t mean sharing advertising equivalency, mentions and share of voice, especially if you’re trying to align PR to the company’s wider goals and objectives. With Inbound PR, measurement now means using tools such as [Google Analytics](https://analytics.google.com/analytics/web/provision/?authuser=0#/provision), [HubSpot](https://www.hubspot.com/), [Moz](https://moz.com/) and [BrightEdge](https://www.brightedge.com/) to present metrics that speak directly to marketers, such as backlinks, Domain Authority, new website visitors and much more. Not only is this a more accurate way of tracking coverage, but we’ve found that our clients are much more receptive to this kind of information, giving them something they can show their boss to prove how PR is helping their marketing efforts. ### **New frontiers** From hearing about the millions of pounds clients had saved in advertising spend or the 25 billion people that a press release had reached, we knew that businesses needed better, more accurate and measurable PR. So, rather than reinventing the wheel, we took the strengths of Inbound Marketing (Measurement) combined it with the strengths of PR (Content) and applied it to our work. The result is Inbound PR campaigns that use data to provide insight on campaign performance, provide measurable value our efforts and therefore enable us to provide ROI.  And, if the first year is anything to go by, I can’t wait to see what the next year will be like!   *T**his was originally written by Jon Brown and published on the [ITPR blog](https://www.itpr.co.uk/blog/reflecting-on-one-year-as-an-inbound-pr-consultancy).* Topics: [Public Relations](https://www.iliyanastareva.com/blog/topic/public-relations), [Inbound PR](https://www.iliyanastareva.com/blog/topic/inbound-pr) ![Iliyana Stareva](https://www.iliyanastareva.com/hs-fs/hubfs/Iliyana%20Stareva_3.png?width=100&height=100&name=Iliyana%20Stareva_3.png) #### Written by [Iliyana Stareva](https://www.iliyanastareva.com/blog/author/iliyana-stareva) Iliyana Stareva is a thought leader in Customer Success and AI. She’s the author of Inbound PR, a keynote speaker, and currently leads Customer Health for EMEA at ServiceNow. Iliyana has held global and regional roles at ServiceNow, Cisco, and HubSpot, spanning customer experience, operations, and digital transformation. [[fa icon="linkedin-square"]](https://www.linkedin.com/in/iliyanastareva) [[fa icon="twitter-square"]](https://twitter.com/iliyanastareva) ### Subscribe here! [![New call-to-action](https://no-cache.hubspot.com/cta/default/462269/4f708c5b-6250-404f-94e1-bce18457982a.png)](https://cta-redirect.hubspot.com/cta/redirect/462269/4f708c5b-6250-404f-94e1-bce18457982a) [![New call-to-action](https://no-cache.hubspot.com/cta/default/462269/4559034a-7e77-4b6f-95c5-25ed8ff61f30.png)](https://cta-redirect.hubspot.com/cta/redirect/462269/4559034a-7e77-4b6f-95c5-25ed8ff61f30) - Recent - Popular - Categories ### Lists by Topic - [Public Relations (157)](https://www.iliyanastareva.com/blog/topic/public-relations) - [Social Media (98)](https://www.iliyanastareva.com/blog/topic/social-media) - [Inbound PR (69)](https://www.iliyanastareva.com/blog/topic/inbound-pr) - [Brands and Business (67)](https://www.iliyanastareva.com/blog/topic/brands-and-business) - [Career (54)](https://www.iliyanastareva.com/blog/topic/career) - [Inbound Marketing (53)](https://www.iliyanastareva.com/blog/topic/inbound-marketing) - [Marketing (52)](https://www.iliyanastareva.com/blog/topic/marketing) - [Personal Development (45)](https://www.iliyanastareva.com/blog/topic/personal-development) - [Leadership (33)](https://www.iliyanastareva.com/blog/topic/leadership) - [Sustainability (31)](https://www.iliyanastareva.com/blog/topic/sustainability) - [Customer Success (29)](https://www.iliyanastareva.com/blog/topic/customer-success) - [Customer Experience (25)](https://www.iliyanastareva.com/blog/topic/customer-experience) - [Project Management (21)](https://www.iliyanastareva.com/blog/topic/project-management) - [Agencies (20)](https://www.iliyanastareva.com/blog/topic/agencies) - [Artificial Intelligence (20)](https://www.iliyanastareva.com/blog/topic/artificial-intelligence) - [Blogging (19)](https://www.iliyanastareva.com/blog/topic/blogging) - [Storytelling (17)](https://www.iliyanastareva.com/blog/topic/storytelling) - [AI (16)](https://www.iliyanastareva.com/blog/topic/ai) - [Creative Campaigns (16)](https://www.iliyanastareva.com/blog/topic/creative-campaigns) - [Technology (15)](https://www.iliyanastareva.com/blog/topic/technology) - [University Experience (11)](https://www.iliyanastareva.com/blog/topic/university-experience) - [Program Management (10)](https://www.iliyanastareva.com/blog/topic/program-management) - [Content Marketing (9)](https://www.iliyanastareva.com/blog/topic/content-marketing) - [Writing (8)](https://www.iliyanastareva.com/blog/topic/writing) - [Growth (7)](https://www.iliyanastareva.com/blog/topic/growth) - [Internal Communication (5)](https://www.iliyanastareva.com/blog/topic/internal-communication) - [SaaS (5)](https://www.iliyanastareva.com/blog/topic/saas) - [Books (3)](https://www.iliyanastareva.com/blog/topic/books) - [Cultural Differences in Business (3)](https://www.iliyanastareva.com/blog/topic/cultural-differences-in-business) - [Work Experience (3)](https://www.iliyanastareva.com/blog/topic/work-experience) - [Fashion (2)](https://www.iliyanastareva.com/blog/topic/fashion) - [Startups (2)](https://www.iliyanastareva.com/blog/topic/startups) - [Zero-waste (2)](https://www.iliyanastareva.com/blog/topic/zero-waste) - [Channel Business (1)](https://www.iliyanastareva.com/blog/topic/channel-business) - [Consulting (1)](https://www.iliyanastareva.com/blog/topic/consulting) - [General (1)](https://www.iliyanastareva.com/blog/topic/general) - [IT (1)](https://www.iliyanastareva.com/blog/topic/it) - [Money mastering (1)](https://www.iliyanastareva.com/blog/topic/money-mastering) - [Partner Program (1)](https://www.iliyanastareva.com/blog/topic/partner-program) - [Women in Tech (1)](https://www.iliyanastareva.com/blog/topic/women-in-tech) [see all](https://www.iliyanastareva.com/blog/reflecting-on-one-year-as-an-inbound-pr-consultancy-itprs-story#) ### Get Social [![inbound-pr-winner-new-pr-books](https://www.iliyanastareva.com/hs-fs/hubfs/new-pr-books.png?width=300&name=new-pr-books.png "inbound-pr-winner-new-pr-books")](https://bookauthority.org/books/new-pr-books) ![Blog Awards 2018_Winners Silver MPU](https://www.iliyanastareva.com/hs-fs/hubfs/Blog%20Awards%202018_Winners%20Silver%20MPU.png?width=1483&name=Blog%20Awards%202018_Winners%20Silver%20MPU.png "Blog Awards 2018_Winners Silver MPU") ### Posts by Topic - [Public Relations (157)](https://www.iliyanastareva.com/blog/topic/public-relations) - [Social Media (98)](https://www.iliyanastareva.com/blog/topic/social-media) - [Inbound PR (69)](https://www.iliyanastareva.com/blog/topic/inbound-pr) - [Brands and Business (67)](https://www.iliyanastareva.com/blog/topic/brands-and-business) - [Career (54)](https://www.iliyanastareva.com/blog/topic/career) - [Inbound Marketing (53)](https://www.iliyanastareva.com/blog/topic/inbound-marketing) - [Marketing (52)](https://www.iliyanastareva.com/blog/topic/marketing) - [Personal Development (45)](https://www.iliyanastareva.com/blog/topic/personal-development) - [Leadership (33)](https://www.iliyanastareva.com/blog/topic/leadership) - [Sustainability (31)](https://www.iliyanastareva.com/blog/topic/sustainability) - [Customer Success (29)](https://www.iliyanastareva.com/blog/topic/customer-success) - [Customer Experience (25)](https://www.iliyanastareva.com/blog/topic/customer-experience) - [Project Management (21)](https://www.iliyanastareva.com/blog/topic/project-management) - [Agencies (20)](https://www.iliyanastareva.com/blog/topic/agencies) - [Artificial Intelligence (20)](https://www.iliyanastareva.com/blog/topic/artificial-intelligence) - [Blogging (19)](https://www.iliyanastareva.com/blog/topic/blogging) - [Storytelling (17)](https://www.iliyanastareva.com/blog/topic/storytelling) - [AI (16)](https://www.iliyanastareva.com/blog/topic/ai) - [Creative Campaigns (16)](https://www.iliyanastareva.com/blog/topic/creative-campaigns) - [Technology (15)](https://www.iliyanastareva.com/blog/topic/technology) - [University Experience (11)](https://www.iliyanastareva.com/blog/topic/university-experience) - [Program Management (10)](https://www.iliyanastareva.com/blog/topic/program-management) - [Content Marketing (9)](https://www.iliyanastareva.com/blog/topic/content-marketing) - [Writing (8)](https://www.iliyanastareva.com/blog/topic/writing) - [Growth (7)](https://www.iliyanastareva.com/blog/topic/growth) - [Internal Communication (5)](https://www.iliyanastareva.com/blog/topic/internal-communication) - [SaaS (5)](https://www.iliyanastareva.com/blog/topic/saas) - [Books (3)](https://www.iliyanastareva.com/blog/topic/books) - [Cultural Differences in Business (3)](https://www.iliyanastareva.com/blog/topic/cultural-differences-in-business) - [Work Experience (3)](https://www.iliyanastareva.com/blog/topic/work-experience) - [Fashion (2)](https://www.iliyanastareva.com/blog/topic/fashion) - [Startups (2)](https://www.iliyanastareva.com/blog/topic/startups) - [Zero-waste (2)](https://www.iliyanastareva.com/blog/topic/zero-waste) - [Channel Business (1)](https://www.iliyanastareva.com/blog/topic/channel-business) - [Consulting (1)](https://www.iliyanastareva.com/blog/topic/consulting) - [General (1)](https://www.iliyanastareva.com/blog/topic/general) - [IT (1)](https://www.iliyanastareva.com/blog/topic/it) - [Money mastering (1)](https://www.iliyanastareva.com/blog/topic/money-mastering) - [Partner Program (1)](https://www.iliyanastareva.com/blog/topic/partner-program) - [Women in Tech (1)](https://www.iliyanastareva.com/blog/topic/women-in-tech) [see all](https://www.iliyanastareva.com/blog/reflecting-on-one-year-as-an-inbound-pr-consultancy-itprs-story#) ### Popular Posts [![Public Relations Today](https://widget.aggregage.com/images/publicrelationstoday/badge-125x125.png "Public Relations Today")](https://www.publicrelationstoday.com/%26source=inbound-pr) [How To](https://www.publicrelationstoday.com/how-to/) [Publicity](https://www.publicrelationstoday.com/publicity/) [Digital PR](https://www.publicrelationstoday.com/digital-pr/) [Media Relations](https://www.publicrelationstoday.com/media-relations/) [Strategy](https://www.publicrelationstoday.com/strategy/) [More >>](https://www.publicrelationstoday.com/?cmd=view-more-keywords&source=inbound-pr#concepts) ## Want to talk? ![Iliyana Stareva headshot](https://www.iliyanastareva.com/hs-fs/hubfs/Iliyana%20Stareva%20headshot.png?width=150&height=165&name=Iliyana%20Stareva%20headshot.png "Iliyana Stareva headshot") [**](https://www.facebook.com/iliyana.stareva) [**](https://twitter.com/iliyanastareva) [**](https://www.linkedin.com/in/iliyanastareva) [**](http://instagram.com/iliyanastareva) [**](http://www.pinterest.com/iliyanastareva/) I'm always happy to chat about how we can work together. Get in touch with me and start the conversation. I'd love to hear from you. [![Contact Me](https://no-cache.hubspot.com/cta/default/462269/a2852f9d-e407-4f12-b0de-8f0cc49d36e3.png)](https://cta-redirect.hubspot.com/cta/redirect/462269/a2852f9d-e407-4f12-b0de-8f0cc49d36e3) [**](https://www.iliyanastareva.com/blog/reflecting-on-one-year-as-an-inbound-pr-consultancy-itprs-story#) Iliyana Stareva