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Getting Started with Inbound PR

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Get to know the Inbound PR model and why you need and how to apply it with the 8 key steps to running an Inbound PR campaign.

Get your Inbound PR book copy here: http://amzn.to/2sjyxks

Veröffentlicht in: Marketing
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Getting Started with Inbound PR

  1. 1. GETTING STARTED WITH INBOUND PR Iliyana Stareva Global Partner Program Manager, Hubspot Author of Inbound PR
  2. 2. Iliyana Stareva ● Consulted and helped over 200 HubSpot partner agencies grow their businesses and those of their clients ● Author of Inbound PR: The PR Agency’s Manual to Transforming Your Business with Inbound @iliyanastareva Global Partner Program Manager, HubSpot
  3. 3. Win a signed copy by tweeting! The person with the most live tweets that use #InboundPR and #LondonHUG will win a signed copy of the Inbound PR book!
  4. 4. Silfra in Thingvellir National Park Iceland 8 January 2017
  5. 5. 1 Why is PR Broken 2 How Can Inbound Help 3 How to Do Inbound PR Getting Started With Inbound PR
  6. 6. 1. Why is PR Broken
  7. 7. “PUBLIC RELATIONS IS A STRATEGIC COMMUNICATION PROCESS THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR PUBLICS.” PRSA, Public Relations Society of America
  8. 8. Text here “ADVERTISING IS SAYING YOU’RE GOOD. PR IS GETTING SOMEONE ELSE TO SAY YOU’RE GOOD.” Jean-Louis Gassee
  9. 9. PR = Media Relations
  10. 10. PR IS NO LONGER JUST MEDIA RELATIONS
  11. 11. Traditional PR is Outbound Because it interrupts. It doesn’t attract.
  12. 12. "PR SHOULD REINVENT ITSELF; WE ARE STILL ROOTED IN CONVENTIONAL WAYS OF THINKING. IF WE DON’T DO IT, WE WILL DIE OUT LIKE DINOSAURS." IWONA SARACHMAN, PR DIRECTOR AT AMREST SP. ZO.O.
  13. 13. 2. How Can Inbound Help
  14. 14. PR People Excel at CONTENT
  15. 15. PR People Suck at MEASUREMENT
  16. 16. 73% of PR pros deem aligning metrics to revenue or vital business KPIs as the most difficult challenge facing comms
  17. 17. INBOUND PR Combining PR’s biggest strength and biggest challenge CONTENT & MEASUREMENT
  18. 18. Inbound works! ATTRACT ENGAGE DELIGHT
  19. 19. The Flywheel = The New Growth Model
  20. 20. The Flywheel = The New Growth Model
  21. 21. Any Stakeholder
  22. 22. 3. How To Do Inbound PR
  23. 23. 1 8 Steps to Starting with Inbound PR Set Your Goals 2 Nail Your Stakeholder Personas 3 Define Their Journey 4 Create a Content Plan 5 Promote Your Content 6 Do Inbound Media Relations 7 Nurture Your Media Leads 8 Measure Results
  24. 24. 8 STEPS TO STARTING WITH INBOUND PR Set Your Goals STEP 1
  25. 25. Text here WHY ARE WE DOING THIS? WHAT ARE WE TRYING TO ACHIEVE? HOW MUCH OF THIS IS PR GOING TO HELP US WITH? STEP 1
  26. 26. 8 STEPS TO STARTING WITH INBOUND PR Nail Your Stakeholder Personas STEP 2
  27. 27. Always Do Your RESEARCH STEP 2
  28. 28. Media PersonaBuyer Persona ● Who are our ideal customers that are going to be interested in our content? ● What does a day in their life look like? ● How do they prefer to be reached? ● Who are the journalists, bloggers, YouTubers etc. that have an interested in us? ● What does a day in their life look like? ● How do they prefer to be contacted? STEP 2
  29. 29. Media PersonaBuyer Persona ● How do they do research when making a buying decision? ● What are they looking for when making buying decisions and what do they worry about? ● What challenges do they face when making buying decisions? ● How do they do research when writing a story? ● What are they looking for when working on a story and what do they write about? ● What challenges do they face when working on a story? STEP 2
  30. 30. 8 STEPS TO STARTING WITH INBOUND PR Define Your Stakeholder Journey STEP 3
  31. 31. The Buyer’s vs. Media’s Journey AWARENESS CONSIDERATION DECISION Buyer Persona I have a problem I’m researching solutions I’m picking a brand or top solution to solve my problem Media Persona I need to write a story I’m researching ideas I’m picking my story and brands or influencers for it STEP 3
  32. 32. 8 STEPS TO STARTING WITH INBOUND PR Create a Content Plan STEP 4
  33. 33. Persona Awareness Consideration Decision Define questions and keywords at Content offer Content offer Content offer Answer those questions with Blog Posts Press Releases Newsroom Put things out there with Blog Posts Press Releases Newsroom Blog Posts Press Releases Newsroom Always start with your persona
  34. 34. Content format is key!
  35. 35. By 2020, online videos will make up more than 80% of all consumer internet traffic STEP 4
  36. 36. 8 STEPS TO STARTING WITH INBOUND PR Promote Your Content STEP 5
  37. 37. There’s Way Too Much Noise It doesn’t matter how awesome your content is, no one is going to consume it if you don’t put it in front of their faces. STEP 5
  38. 38. STEP 5 55.1% of the global population has internet access People online have an average of 8.5 social media accounts
  39. 39. 20% Content Creation + 80% Content Distribution 100% Content Success = STEP 5
  40. 40. STEP 5 THE PESO MODEL IS THE SMARTEST WAY TO ACTIVATE A PR CAMPAIGN TODAY
  41. 41. 8 STEPS TO STARTING WITH INBOUND PR Do Inbound Media Relations STEP 6
  42. 42. 1 8 Steps for Inbound Media Relations Do Your Research First 2 Get Creative with Your Outreach 3 Don’t Be Spammy or Overdo it 4 Create Remarkable Content 5 Use Emotion Over Structure 6 Don’t Forget Your Owned Media 7 Make it Easy to Reach You 8 Share Their Content STEP 6
  43. 43. AN INBOUND PR NEWSROOM IS THE MEDIA’S GO-TO RESOURCE STEP 6
  44. 44. STEP 6
  45. 45. STEP 6
  46. 46. STEP 6
  47. 47. Inbound PR Newsroom Case studies & testimonials Events & speaking engagements (past & future) Online media kit, incl. company info & FAQ Investor & financial information Blog/RSS feed & social profiles/streams Recent coverage By-line or guest/contributed pieces Product/service info, factsheets & guides Interviews & videos with important company people Podcasts & webinars Executive bios & company awards PR contact details Search & sort function and subscribe options Research, studies & whitepapers Press Releases High-quality visuals, images & logos
  48. 48. 8 STEPS TO STARTING WITH INBOUND PR Nurture Your Media Leads STEP 7
  49. 49. LEAD NURTURING CAN BE APPLIED TO ALL STAKEHOLDERS STEP 7
  50. 50. STEP 7
  51. 51. STEP 7
  52. 52. 8 STEPS TO STARTING WITH INBOUND PR Measure Results STEP 8
  53. 53. JUST USE THE DATA. IT’S THERE! STEP 8
  54. 54. PLAN WITH OUTCOMES IN MIND, NOT OUTPUTS STEP 8
  55. 55. THE HUBSPOT SOFTWARE IS YOUR BEST FRIEND STEP 8
  56. 56. 1 A Quick Recap... Set Your Goals 2 Nail Your Stakeholder Personas 3 Define Their Journey 4 Create a Content Plan 5 Promote Your Content 6 Do Inbound Media Relations 7 Nurture Your Media Leads 8 Measure Results
  57. 57. Text here 3 Final Takeaways ● PR requires a new approach ● Inbound PR allows you to do remarkable and measurable PR ● There are 8 key steps to doing Inbound PR but it all goes back to your goals and how you measure them
  58. 58. Text here 3 Takeaways ● PR requires a new approach ● Inbound PR allows you to do remarkable and measurable PR ● There are 8 key steps to doing Inbound PR but it all goes back to your goals and how you measure them Thank you! @iliyanastareva www.iliyanastareva.com #InboundPR

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