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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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The 4 Ingredients of a Successful Inbound PR Campaign

[fa icon="calendar'] 27-Nov-2019 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Every forward-thinking PR or marketing professional will tell you that top-down, “push” messages no longer work.

We live in a world that’s gone inbound. A world where to be successful with your communication you need to rely on methods that pull people into your brand rather than interrupt them with irrelevant content.

This is exactly what Inbound PR is all about – it’s a whole new philosophy on how to do PR in the modern, digital world.

Its methodology focuses on two key areas – content and measurement.

Remarkable content created and shared on the right mediums is the most successful way to reach your audience, or as we normally say in inbound – your personas.

Measurement then is essential to 1) gauge the success of your campaigns and 2) improve as you go.

All of this sounds very logical and kind of simple but its actual execution is what most companies and professionals have major difficulties with.

Through my work as a PR professional and an agency business consultant, I’ve found that most businesses struggle to transform towards Inbound PR because of fear.

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Inbound PR Strategies: 4 Client Stories of Demand Gen

[fa icon="calendar'] 09-Oct-2019 09:00:00 / by Julia Brolin posted in Inbound PR

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Republished with permission from Leighton Interactive

I'm a millennial in marketing and a former TV journalist who geeks out over the concept of Inbound Public Relations (PR). Never heard of it? I'm about to blow your mind with simplicity. Here I go: 

TELL YOUR STORY FIRST.

In other words, don't wait for someone else to realize how great you are. Get the word out, and fast. The PESO model is still alive and well, but too many companies are ignoring one major part of the timeless marketing model - Earned Media. I'm a fan of cliche quotes. Here's one of my recent favorites. Literally, I want to shout this from the top of the tallest building in Downtown St. Cloud for all to hear. 

I see amazing marketing strategies in action as they create robust owned content, social media strategies, paid efforts, video, photo, and more. What many companies lack is third-party validation,

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What You Need to Know About Inbound PR in 40 Minutes [Video]

[fa icon="calendar'] 19-Sep-2019 12:00:36 / by Iliyana Stareva posted in Inbound PR

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Earlier this year, I had the pleasure of doing a presentation at a great inbound marketing event in London organised by Whitehat SEO

It was a terrific audience, a terrific venue and a really fun experience. 

As always, the topic of my talk was Inbound PR. And this was probably one of the best presentations I've given on the topic which is why I want to share the recording of the talk with you today. 

In the video, you'll learn about: 

  • why Inbound PR 
  • how Inbound PR came about
  • the 8 key steps you need to take to create your first Inbound PR strategy or campaign

Take a look: 

What You Need to Know About Inbound PR in 40 Minutes [Video]

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How Inbound PR Came About

[fa icon="calendar'] 27-Aug-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound Marketing, Inbound PR

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Do you remember the days when Twitter had just come out and people were trying to figure out how to use it for business?

I do. In fact, I became fascinated with social media for business. I was still a student but I could already see the massive shifts happening in the communications world.

Even though I studied International Business, my passion for comms made me follow big names such as Brian Solis and David Meerman Scott who were pioneers in how to do PR the modern way.

And so I decided to pursue a career in PR. I read every book on PR that I could get my hands on, I interned in PR and I worked part-time in a PR agency during my final year at university.

I tried to learn everything I could.

I did everything - I wrote press releases, I pitched national and regional media through email and cold calls, I worked with bloggers, I managed social media channels.

It was great. I learned a lot.

But I could see that even though I worked so hard and my agency team did too, we were basically just slaves in the eyes of the client. They didn’t consider us strategic advisers. We were just implementers and every time we tried to convince the client to do something new, it was close to impossible.

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