PR strategies can be integrated into inbound marketing to help generate awareness, interest, and trust in a brand at the top of the marketing funnel. A case study example shows how a company used story ideas to create press releases, magazine features, white papers, videos, blog posts, and email campaigns that started with a story idea and used PR to promote an outplacement service. Another case study example is of how a company used PR strategies to launch their own publishing platforms and websites to establish themselves as thought leaders in their industries.