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Three Challenges with Inbound PR

[fa icon="calendar'] 15-Jul-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Republished with permission from ITPR's blog

Inbound PR has changed the way we deliver campaigns for the better. Whether it’s being able to track and present our results or the way we interact with journalists, we’ve seen a significant uptick in PR results and, more importantly, client happiness!

As we’ve spoken about before, the concept has had a profound effect in generating new business, but there are still a few challenges with Inbound PR that we’ve seen cropping up again and again when trying to implement Inbound PR campaigns. 

What is Inbound PR? 

Inbound PR is an evolution of traditional PR in an effort to keep up with constant changes in the digital age. While traditional PR has purely relied on coverage to prove its worth, Inbound PR goes beyond that to delve deeper into the metrics and outcomes that help meet business goals.

Don’t get me wrong – any PR campaign should aim to get you a bucketful of coverage, but if you’re not tracking who’s clicked through to your website as a result of that coverage, how will you be able to prove the effect of it?

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5 Key Takeaways for Getting Start-ups Off the Ground

[fa icon="calendar'] 11-Jun-2019 09:00:00 / by Liuda Nebozhak posted in Public Relations, Marketing, Brands and Business

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This is a guest post by Liuda Nebozhak from Crello.

Every start-up undergoes some trial and error in its first 1-2 years. Those are probably some of the most difficult and crucial learnings of any new business. 

There's a ton start-ups need to figure out, including their own PR and marketing. PR especially plays a key role because as a start-up nobody knows you and you need to get the word out about your existence, your products and the new value that you add in the market. 

Our company Crello - which offers a design tool specifically for marketers and bloggers - has gone through multiple trials and errors but we've learned a lot.

We recently announced and celebrated reaching the major milestone of 1 million users over the course of just 20 months.  However, it took us some time to find our product-market fit and we are continuing to tweak it to this day. Along the way, we are leveraging our product development with the help of PR, brand ambassadors, and market research, amongst others.

Below are my 5 key takeaways for getting your start-up off the ground.

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Pull Audiences With Human Stories

[fa icon="calendar'] 28-May-2019 09:00:00 / by Mike Sergeant posted in Public Relations, Inbound PR

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This is a guest post by Mike Sergeant from Sergeant Leaders.

When I crossed over to PR after 18 years in broadcasting, I assumed that I would have to spend a lot of time ‘selling in’ stories to journalists. I absolutely dreaded it, and I was pretty rubbish at it.

The truth is that, when you’ve spent almost two decades slamming the phone down on PR people, the last thing you want to do is become one of those annoying flacks.

Having been on the receiving end of PR spam and cold calling, making a career out of persuading reluctant journalists to grant you a couple of column inches seems demeaning and depressing.

Plus, as a seasoned media professional, you only have a certain amount of capital (credibility), which can easily be wasted if you try to flog your best newsroom contacts underwhelming stories.

So, like many ex-journalists, I did everything I could to avoid writing press releases and calling flustered correspondents and editors. And a good thing too.

In truth, most career PRs have better contact books anyway. I knew a few people at the BBC; not that many newspaper journos.

But then I discovered I had something far more valuable than a media approach list (which anyone can pay for these days).

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Getting Started with AI for Marketing and PR Agencies

[fa icon="calendar'] 21-May-2019 11:52:20 / by Iliyana Stareva posted in Public Relations, Marketing, Technology, Inbound PR

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AI or Artificial Intelligence has definitely become one of the most popular buzzwords in marketing and PR over the last few years. 

Most marketing and PR pros haven't yet figured out the implications of AI in their jobs and there seems to be this misunderstanding that AI will replace the human. 

In fact, according to a recent report automation threatens a quarter of marketing and PR jobs.  

I don't believe this to be true. AI to me is an enabler, just as technology is. You still need a human's brain to discover and analyse problems, identify solutions and connect the dots between the human and the AI work through the best choice of tools. 

AI might diminish the need for certain tasks to be performed by a human but then this frees the human to work on the more important and strategic stuff and should be seen as an opportunity, as a challenge to develop new and better skills. 

These are exciting times for marketing and PR pros and agencies.

I've been reading a lot about AI recently and I want to share with you a compilation of blog posts and videos that apply to marketing and PR agencies. 

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Journalists Need PR Pros to Adopt Inbound PR

[fa icon="calendar'] 07-May-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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75% of journalists say less than 25% of the pitches they get are relevant. 

To me, this is one of the key stats from Cision's 10th annual State of the Media Report that was just published. 

They surveyed ca. 2,000 journalists from around the world to discover trends around the industry. 

With the massive spread of fake news and the decreasing trust in the media where half of the population doesn't trust the media, journalism in 2019 seems to be facing quite a few challenges. 

For the industry, building trust is becoming its business model where for 51% of publications ensuring accuracy has become more important than revenue (34%).

This is important for PR pros as well because it means that stories and pitches will be heavily vetted. 

The research identified 5 key trends for journalism in 2019 that a PR pro must be aware of and many of them align with and speak of the need for the Inbound PR approach. 

5 Key Trends for Journalism in 2019 

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