Iliyana's Blog

Why Work in PR: Advice from the Pros – Interview with Rafal Salak

[fa icon="calendar'] 10-Jul-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Career

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It's time for another "Why Work in PR?" interview and I'm delighted to introduce you today to Rafal Salak who will share with us his exciting PR career story in software and offer key advice for students and young professionals who want to learn more about the industry and how to get into it, especially if wanting to work in tech. 

I'm a big fan of Prowly where Rafal works. We've never met but we've been in touch through email or Twitter many times for various projects, initiatives or simply to share ideas.

Before you move onto the interview, don't forget to follow Rafal on Twitter

(If you've missed any of the previous interviews, you can take a look as well: Richard Bailey, Pippa Hanson, Jessica HodkinsonChryssa SkodraFarzana BaduelScott Guthrie, Sarah Hall, Angharad Welsh, Alex May and Maria Gergova-Bengtsson.) 

Why Work in Public Relations: Interview with Rafal Salak

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Your Inbound PR Methodology & Tool Stack

[fa icon="calendar'] 05-Jun-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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We live in an inbound world where outbound no longer works. The traditional methods we’ve been so used to when doing PR are outdated simply because they are outbound.

There are two ingredients that you need if you want to make Inbound PR work: a different mindset (a methodology) and a tool stack (technology).

Let’s start with methodology.

When I began working on the Inbound PR concept, I felt that it would be helpful to have a visual that could easily explain some of the thought processes underlying the entire notion and the tactics that would make it work.

So I took the inbound marketing methodology and flipped it into its PR version, focusing on the media as the key persona. Let me throw a quick disclaimer here: Inbound PR can work for any stakeholder group: customers, media, employees, etc.

The Inbound PR Methodology

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Why Inbound PR is the Best Approach to Comply with the GDPR

[fa icon="calendar'] 22-May-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Disclaimer: This blog post is not legal advice to use to comply with the EU's GDPR. It just provides some useful information but you should seek legal counsel to ensure you comply with the GDPR.

The GDPR or EU's new general data protection regulation is coming into effect on 25 May.  

Lots of companies and individuals have been scared of it over the last year since it was announced. 

Instead, people should be excited because the GDPR is fair towards how people really want to be communicated with, by whom, about what and how often. 

GDPR is full on inbound. 

It states that companies must be transparent and fair with how they collect, process and use personal data. Though it’s a European law, it affects any marketer that gathers data on a global basis.

This basically means that people need to first give you consent that you can collect and use their data to communicate with them and only for specific reasons. 

And that's exactly inbound because inbound pulls people into your business where they willingly share their information with you in exchange for content value vs. outbound where you get lists of contacts who've never heard of you before or have never been attracted to your content (nor agreed to receive it) and blast them emails out. That's now illegal!

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Inbound PR Book: How it All Started From Passion for PR at University

[fa icon="calendar'] 08-May-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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A few weeks ago, I had the pleasure of chatting with Shaun Tabatt for his podcast about my new book Inbound PR

Shaun is a really great guy. I had such a fantastic time talking to him thanks to the thoughtful questions he was asking and just generally how nice he is. (Do follow his podcast!)

We had a long conversation about the PR industry, what got me to write a book and who would benefit from it but we also spoke a lot about how I began my career in PR, why I chose it and then why I chose to leave it.

Those personal stories is what I wanted to share with you today so below I have pulled out some of the key conversation points alongside the full podcast recording. 

What propelled you to move in this career development direction? What were the starting points for you? 

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Inbound PR Drops Today!

[fa icon="calendar'] 24-Apr-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Don't Believe in Inbound PR? This Post Will Change Your Mind was the first post I ever wrote about Inbound PR. That was in July 2015.

I kept on writing and started doing public speaking on the topic around the world. 

Then came the INBOUND16 conference in November 2016 where my pitch for Inbound PR was accepted and I spoke in front of hundreds of people about it. The immediate questions after my talk were: "Is there a book or a HubSpot Academy Certification where we can keep learning about this?" 

I said "Well, no, there isn't. Yet."

Fast forward to March 2017, I had just finished writing the first draft of my 40,000 words manuscript  for my Inbound PR book. 

I've always dreamed about working with Wiley as a publisher because they've published the books of some of my favourite PR and business authors such as Brian Solis, David Meerman Scott and Stephen Waddington so I took a chance and emailed them my pitch. 

And I got a YES. Can you believe it? I couldn't initially. 

Now fast forward to April 2018, the Inbound PR book published by Wiley is a reality. 

And it drops today! 

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