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.