Iliyana's Blog

Show Me Your Online Newsroom and I'll Tell You Who You Are

[fa icon="calendar'] 05-Mar-2019 09:00:00 / by Edyta Kowal posted in Public Relations, Inbound PR

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This is a guest post by my friend Edyta Kowal from Prowly.

A newsroom has always been a brand’s window on the world.

But the way we’ve been communicating with the world through this tool has changed quite a bit over the years.

Today, in the era of oversupply of all sorts of content, which almost everyone creates now, we find it increasingly difficult to be distinct.

On the other hand, PR people some time ago already accepted the fact that they wouldn’t be able to accomplish much by speaking just to journalists or keep focusing on the same dull formats used over and over again.

The development of new technologies, the ever-present digital connections, as well as the increasingly demanding and well-informed audiences—all these elements have contributed much to the fact that working in PR today requires a more comprehensive approach and oftentimes taking actions that are far from standard.

Most of all, however, it requires a focus on activities that will make audiences come to you because you can offer something extra, like a solution to their problem or something that will address their needs.

It is this subtle contrast between outbound and inbound that makes all the difference. And makes PR now more exciting than ever.

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PR, Publishing Books and Building a Personal Brand

[fa icon="calendar'] 26-Feb-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Brands and Business, Writing, Inbound PR

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I consider myself very lucky to have some super intelligent and talented friends. 

Kareem and his brother Aamen are among them. Kareem worked with me at HubSpot and Aamen was at Google. After gathering some great experience at those software companies they both set out to start their own business around content and are doing a terrific job at it. 

I was honoured when they invited me to participate in their sparerooms talk show. 

We chatted about:

  • public relations,
  • my Inbound PR book and how small business and entrepreneurs can take on some of the tips,
  • the writing and publishing processes while working full-time and how others can do it too,
  • building a personal brand online and offline, 
  • and building a partner program for smaller companies.

Check out the video for the full conversation, there are some fun moments as well!

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Top 21 Inbound PR Posts on Other Blogs [Updated]

[fa icon="calendar'] 12-Feb-2019 09:00:00 / by Iliyana Stareva posted in Inbound PR

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Updated as of 3 March 2019.

Last week, I spoke in front of 300 people about Inbound PR at the London HUG organised by one of our HubSpot partners Whitehat SEO. 

It was a terrific event with a terrific audience. 

A lot of people were tweeting and as I was looking at the #InboundPR hashtag on Twitter to create a moment of the event, I noticed a bunch of other posts about Inbound PR so I decided to create a collection of the top blog posts I saw covering the topic. 

I'm very grateful to all agencies and PR pros exploring the Inbound PR model, testing it and adopting it in their practices. 

Here's what some of them have published. 

Top 21 Collection of Inbound PR Posts

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New Year, New Inbound PR Methodology

[fa icon="calendar'] 08-Jan-2019 09:00:00 / by Iliyana Stareva posted in Inbound PR

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With the new year, the Inbound PR methodology deserved an update.

Last autumn, we introduced the HubSpot flywheel and to align with the flywheel we updated the inbound methodology from attract -> convert -> close -> delight in a linear fashion to attract -> engage -> delight in a circle. 

We define inbound as a method of attracting, engaging and delighting people to grow a business that provides value and builds trust.

Traditionally, inbound focused on the customer - your buyer persona and how you attract prospects and customers to your website and blog through relevant and helpful content, then engage with them using conversational tools like email and chat, and finally, delighting them by continuing to act as an empathetic advisor and expert. 

At The Heart of Inbound PR is Your Stakeholder Persona

What's unique about PR unlike any other industry is that it tackles multiple personas - customers, media people, employees etc. 

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Why Use Inbound PR?

[fa icon="calendar'] 20-Nov-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Successful PR is no longer about writing press releases and pitching them to a bunch of journalists and counting coverage as the measure of success. 

Successful PR in the 21st century is about using the entire PESO (Paid, Earned, Owned & Shared media) model with an inbound approach that is strategically planned with the numbers in mind, allowing you to use analytics and real data to measure success. 

Why the need for change? Because the world has gone digital. 

We are addicted to our phones where we can get information 24/7 at our own pace depending on our own needs.

We don't need anyone else to inform us or educate us.

I don't read the news. The news finds me on my Facebook, Twitter or LinkedIn feeds. 

As a consumer and as a professional, I find the content that I want or need to consume completely on my own without the need for someone to give it to me.

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