Iliyana's Blog

Whether Inbound PR, Marketing or Sales, Nothing Works Without Clear Goals

[fa icon="calendar'] 25-Sep-2018 09:00:00 / by Iliyana Stareva posted in Inbound PR, Public Relations, Inbound Marketing

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As professionals from any discipline, we have a tendency to jump into action too quickly.

We spend little time defining goals and then doing research to identify the right tactics that will enable us to hit those goals.

I think this is particularly relevant in PR and on the PR Resolution podcast with Stella Bayles, we discuss exactly that.

Stella and I had a long conversation around inbound and PR, goals and measurement, content creation and planning. 

I want to share with you the beginning of our discussion points and give you the opportunity to listen to the whole podcast below. 

Let's start with a definition of inbound as some of our listeners are completely new to this. Could you give us a summary of what inbound really means? 

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Why Inbound PR Could Finally Prove the ROI of PR

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

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Clap if you agree: PR's biggest challenge throughout its entire existence has been measurement. 

I wish I could hear you. 

But I'm sure that pretty much everyone who works in the PR industry would agree. 

A few weeks ago, I had the pleasure of participating in Paul Sutton's podcast where we spoke about Inbound PR and how it presents "a methodology for public relations that moves the conversation firmly away from being one about reputation management to being one about the bottom line."

What prompted this post was Paul's latest episode with Kate Hartley where they summarised the entire season of the podcast show. A lovely conversation about humanity and vulnerability, about our core as people and what drives us that you should listen to as well. 

Inbound PR popped up as part of the discussion too around minute 17:30

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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 Inbound PR, Public Relations

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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 Inbound PR, Public Relations

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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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