Iliyana's Blog

Reflecting on One Year as an Inbound PR Consultancy - ITPR's Story

[fa icon="calendar'] 16-Apr-2019 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Republished with permission from ITPR's blog

New is always scary, so when we sat down as a team around a year ago and decided we were moving away from ‘traditional PR’ to Inbound PR, it’s fair to say I was a little apprehensive. 

They say you can’t teach an old dog new tricks, plus I’d only ever worked in the ‘old’ version of PR, so moving to something I didn’t have a lot of knowledge of at the time took me a little out of my comfort zone. 

As it turns out, Inbound PR isn’t scary, doesn’t mean learning completely new skills, and certainly doesn’t take long to realise the benefits – especially for our clients, of which there are quite a few new faces!

Inbound PR resonates!

It’s fair to say the Inbound PR way of life has resonated with a lot of our clients, especially those who’s bosses have been sceptical in the past about the value of PR as a business function.

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7 Tech Trends in Journalism and Media to Watch Out for in 2019

[fa icon="calendar'] 09-Apr-2019 09:00:00 / by Iliyana Stareva posted in Public Relations

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There's a new way of doing media relations - the inbound way

It's a much more personalised and effective approach to working with the media and achieving results but to be successful at it, you need to really know your media counterparts. 

As part of that, you need to understand what's important to them and what's going on in their industry. 

That's why I want to run you through some key trends within journalism, media and tech for 2019 that I learned about in a study done by Reuters Institute.

There's a ton in the report so I'm going to share what I found particularly important or interesting. 

7 Tech Trends in Journalism and Media to Watch Out for in 2019

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Inbound Media Relations: The New Method for Securing Coverage

[fa icon="calendar'] 26-Mar-2019 09:00:00 / by Mike Davies posted in Public Relations, Inbound PR

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This is a guest post by Mike Davies from ITPR.

Given that 99% of a PRs job is to understand the media and build relationships with journalists, it might sound a bit strange that the practice of “selling in” a story to a journalist can be so nerve wracking.

But this process of pitching stories is often the most daunting task for any new PR exec; and still conjures a few moments of hesitation for the odd seasoned professional.

Anyone who has ever caught a journalist on a bad day will understand why pitching stories can be so nerve wracking. Short replies and quick hang-ups can leave even the most thick-skinned with a feeling of trepidation.

As an ex-journalist, I must confess to understanding some of the frustration felt by my former colleagues.

Like any first in your life, I will never forget the first PR pitch I received as a young journalist that made me question what exactly these public relations people were being paid for.

Not only did the “pitch” start with a generic “hi there”, the story was completely irrelevant to the area I was writing about and had no value to my readers.

Worse still,

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9 Digital Communication Trends to Watch Out For

[fa icon="calendar'] 19-Mar-2019 09:00:00 / by Iliyana Stareva posted in Public Relations

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In only 14% of organisations, the PR and communication department is going through a process of digital transformation. 

This seems rather odd to me compared to 42% for the marketing and advertising department. 

14% to 42% is a big gap. 

I recently discovered one of the reasons for this. 

I flew to Copenhagen early this month to attend an internal training for a rather large organisation where I was asked to be their keynote speaker and specifically present on digital communication and digital communication trends. 

As it turns out, fear is one of the key reasons why the PR/communication department is behind when it comes to digital transformation.

Comms professionals fear technology. They fear the unknown. They fear experimentation and failure. They fear change. 

But as I said in my presentation, fear only holds us back. 

Digital transformation requires change. Yes, change can be scary and change can create resistance but change is good because change means progress.  

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Show Me Your Online Newsroom and I'll Tell You Who You Are

[fa icon="calendar'] 05-Mar-2019 09:00:00 / by Edyta Kowal posted in Public Relations, Inbound PR

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This is a guest post by my friend Edyta Kowal from Prowly.

A newsroom has always been a brand’s window on the world.

But the way we’ve been communicating with the world through this tool has changed quite a bit over the years.

Today, in the era of oversupply of all sorts of content, which almost everyone creates now, we find it increasingly difficult to be distinct.

On the other hand, PR people some time ago already accepted the fact that they wouldn’t be able to accomplish much by speaking just to journalists or keep focusing on the same dull formats used over and over again.

The development of new technologies, the ever-present digital connections, as well as the increasingly demanding and well-informed audiences—all these elements have contributed much to the fact that working in PR today requires a more comprehensive approach and oftentimes taking actions that are far from standard.

Most of all, however, it requires a focus on activities that will make audiences come to you because you can offer something extra, like a solution to their problem or something that will address their needs.

It is this subtle contrast between outbound and inbound that makes all the difference. And makes PR now more exciting than ever.

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