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Inbound PR: The Future of PR & the Most Important Book on the Industry in Years - Required Reading

[fa icon="calendar'] 19-Jun-2020 07:00:00 / by Matt Bergman posted in Public Relations, Inbound PR

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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:

  1. 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.
  2. 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).
  3. 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.
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10 Influencer Marketing Strategies [Gifographic]

[fa icon="calendar'] 03-Jun-2020 10:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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When I was doing some research on influencer marketing a few months ago, I came across a lot of nice infographics but the one that stood out was actually a gifographic

I hadn't heard the name before but it's pretty cool. 

It's just an infographic as we know them but with gifs and it makes it much more fun. 

So today, we'll look at one such gifographic (perhaps you can think about creating some for your business too) that covers some interesting influencer marketing strategies. 

It's called influencer marketing strategies but to me, they are more tactics that you can use once you have your overall influencer marketing strategy that defines why you're doing this, what your goals are, what the impact to your brand would be and how much you'd want to spend on all activities. 

Then you can choose some of the below ideas to make sure you hit the above goals based on what you want to do and what you have at your disposal. 

Now, let's take a look at those tactics.

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Why There's Never Been a Better Time for Inbound PR

[fa icon="calendar'] 02-Apr-2020 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Do you feel like everything around you is about COVID-19?

I turn on the news, it's non-stop COVID-19. 

I check my Facebook feed, it's all COVID-19. 

My LinkedIn, same story. My Twitter, likewise. Google, also. 

COVID-19, COVID-19, COVID-19...

But what's worse is that COVID-19 has overtaken my inbox - I've received dozens or more emails from companies, including a bunch of irrelevant and dry press releases on how they're tackling the crisis. 

It's a huge crisis, I won't deny it. But the more it's being talked about, the more people are getting tired of it - I've discussed this with quite a few colleagues and friends and they all agree. 

Especially, when businesses are not properly planning their messages and who they reach with them.

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Why Traditional PR No Longer Works in an Inbound World

[fa icon="calendar'] 06-Feb-2020 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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If you work in marketing and PR, you know there’s been a sea change. The old “push” tactics the industry once relied on no longer work well in the digital age.

As a PR professional, journalists and media folks are your consumers and today’s consumers increasingly reject top-down, interruptive messages trying to sell a story.

What they accept and crave is relevant content that draws them in, engages them, and helps them write the stories they know their readers want.

They want tactics that are inbound.

The problem, however, is most PR firms are still outbound organisations trying to survive in an inbound world.

What’s Not Working in PR?

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How I Used to Work with Influencers

[fa icon="calendar'] 14-Jan-2020 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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A few weeks ago, I shared how I started my career in PR and where it got me. (If you haven't read it, check it out and come back.)

In my early days, I used to do a lot of traditional media relations as in pitching journalists and national media. Shortly after that, came the influencers - the bloggers and the YouTubers. Instagram wasn't big at that time. 

I wouldn't say that the influencers changed the game on how to do proper media relations. Regardless whether you're pitching journalists or bloggers, YouTubers and Instagrammers, the principles are the same if you want to do it right.

But the very key principle is to treat them like human beings who have their own goals, needs, ways they like to communicate and make decisions. 

You need to be a bit like an anthropologist if you want to succeed when working with influencers. 

But let me tell you about a typical scenario that I used to encounter almost every week when I started working in PR and had to deal with influencers.

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