Iliyana's Blog

Why PR Needs Inbound PR to Stay Relevant

[fa icon="calendar'] 21-Feb-2017 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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With the global adoption of digital, a lot has been said about the PR industry. Unfortunately, not always positive.

Take, for example, keeping up with social media and online channels to develop appropriate skills and offer the type of services that clients nowadays need has been a painful challenge. Not to mention then measurement which has been PR's biggest problem since its very existence.  

So how does PR stay relevant? 

To figure this out, we need to first analyse our current reality. 

When we think about the past two decades, there are two key things brands and their PR people need to consider:

  • Our consumer and purchasing behaviours have changed, massively.
  • If you don’t have an online presence, you don’t exist.

Let’s start with the first one.

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The Future of PR Measurement: Aligning with Sales

[fa icon="calendar'] 31-Jan-2017 08:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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“Measuring the effectiveness of PR has proved almost as elusive as finding the Holy Grail.”

That's a quote by John Pavlik I found in an extensive paper on PR metrics while researching this whole PR measurement drama lately. 

Through this research, I've found that there have been a number of frameworks and tools to get PR people to measure their results. None of them have been adopted, though. 

According to the 2016 Global Communications Report from the Holmes Report,current measurement models are still alarmingly focused on measures of outputs – such as total reach or total impressions – rather than on business outcomes. Social media measurement is equally unsophisticated.

These metrics don't really tell you anything unless you can very specifically tie them back to how they've boosted your bottom line. It's because they are looking at it from the wrong, broken perspective because these are outputs, not outcomes. Business owners and CEOs want the real numbers, they want actual proof of ROI (Return on Investment) which often is increase in sales because it's tangible. 

ROI, however, has always been difficult to show with PR.

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Content: The Glue Between Inbound and PR

[fa icon="calendar'] 17-Jan-2017 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound Marketing, Inbound PR

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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.

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Why Inbound PR is the Future of PR? My #INBOUND16 Talk

[fa icon="calendar'] 15-Nov-2016 07:30:00 / by Iliyana Stareva posted in Inbound PR

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Last week was one of the best weeks of my life. 

A huge part in that played my talk at the biggest inbound conference in the world with 19,000 marketing, communications and sales professionals: INBOUND in Boston. 

I spoke about my concept Inbound PR that I developed last year and I've been working on since. 

Heading up the stage in front of a fully packed room with 300 people coming from a PR or a marketing background was extremely gratifying and exciting.  

The best part was the feedback afterward with a lot of people coming over to me right at the end of the talk to chat or ask questions or later connecting on LinkedIn and requesting meetings. 

There were also a lot of people positively tweeting during or after. Here's my favourite: 

For me, all that interest and social sharing are the ultimate confirmation that the concept is needed. 

I'm hoping by now you've become curious about the talk and if you weren't there, don't worry! I've got the slides right here for you to take a look. What's more, below you can find the full transcript with my notes for each slide as prep for the talk. Save this as a long weekend reading and I hope you enjoy it! 

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Are PR Agencies Proving Their True Worth to Clients?

[fa icon="calendar'] 01-Nov-2016 09:00:45 / by Iliyana Stareva posted in Public Relations, Inbound PR

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We've known PR to be slow at adopting new trends and technologies. 

There's a lot of talking being done around how PR needs to evolve and reinvent itself because if it doesn't, PR people will die out like dinosaurs

That's a scary thought. But valid when we think about PR's traditional focus on outputs rather than the actual value they provide to clients. 

This is especially visible today when digital rules our lives and allows PR people to measure the results of their activities and if done right, to tie them back to actual money through influenced sales numbers.

That's easier said than done, though, because the reality is, very few PR agencies are able to do so today.

There seems to be a disconnect between what PR agencies can do for their clients and what they actually end up offering them.

That's my main learning from the latest PRCA Digital PR and Communications Report 2016.   

The research looks into how PR uses digital communications across industries as well as among in-house PR people and PR agencies. 

Today I'm going to cover some of the results from the point of view of PR agencies and that of clients. 

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