My slides for #HUG18 in San Diego on 12 April 2018 about how to make Inbound PR happen for your business or client. Get your Inbound PR book copy here: http://amzn.to/2sjyxks

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MAKING INBOUND PR
HAPPEN
Iliyana Stareva
Global Partner Program Manager @
Author of Inbound PR
@iliyanastareva

2. #INBOUND16
Why Is PR Broken?
How Can Inbound Help?
How To Do Inbound PR?
@iliyanastareva #InboundPR
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1 WHAT IS PR?
@iliyanastareva #InboundPR
ILIYANA STAREVA
● Global Partner Program Manager at HubSpot
● Consulted and Helped over 200 HubSpot
Partner Agencies Grow their Businesses
● Author of Inbound PR: The PR Agency’s
Manual to Transforming Your Business with
Inbound
@iliyanastareva

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1 WHAT IS PR?
@iliyanastareva #InboundPR
1 WHY IS PR BROKEN?

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“PUBLIC RELATIONS IS A STRATEGIC
COMMUNICATION PROCESS THAT BUILDS
MUTUALLY BENEFICIAL RELATIONSHIPS
BETWEEN ORGANIZATIONS AND THEIR PUBLICS.”
PRSA, PUBLIC RELATIONS SOCIETY OF AMERICA
@iliyanastareva #InboundPR

6. #INBOUND16@iliyanastareva
“ADVERTISING
IS SAYING
YOU’RE GOOD.
PR IS GETTING
SOMEONE ELSE
TO SAY YOU’RE
GOOD.”
Jean-Louis Gassee
#InboundPR

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PR = MEDIA RELATIONS
@iliyanastareva #InboundPR

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PR SHOULDN’T BE JUST
MEDIA RELATIONS!
THE MEDIA HAS EVOLVED,
PR SHOULD TOO
@iliyanastareva #InboundPR

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BRANDS HAVE
TOO MANY
STAKEHOLDERS
@iliyanastareva #InboundPR

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WE ARE ALL
INFLUENCERS
NOW
@iliyanastareva #InboundPR

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IS PR STARTING AND
PARTICIPATING IN THE
RELEVANT, VALUE-ADDING
CONVERSATIONS?
@iliyanastareva #InboundPR

12. #INBOUND16@iliyanastareva
Because it interrupts.
It doesn’t attract.
TRADITIONAL
PR IS
OUTBOUND
#InboundPR

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"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.
@iliyanastareva #InboundPR

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1 WHAT IS PR?
@iliyanastareva #InboundPR
2 HOW CAN INBOUND HELP?

15. #INBOUND16@iliyanastareva #InboundPR
CONTENT
PR PEOPLE EXCEL AT

16. #INBOUND16@iliyanastareva #InboundPR
MEASUREMENT
PR PEOPLE SUCK AT

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The Inbound Methodology
@iliyanastareva #InboundPR

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SHHH!
CONNECTING THE DOTS IN PROGRESS…
#InboundPR @iliyanastareva@iliyanastareva #InboundPR

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INBOUND + PR =
@iliyanastareva #InboundPR

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Combining PR’s biggest strength and biggest challenge
CONTENT & MEASUREMENT
INBOUND PR
@iliyanastareva #InboundPR

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Media
Leads
Publisher
s
Repeat
Publisher
s
Blogs
SEO
Social Publishing
Press Releases
Forms
Calls-to-Action
Landing Pages
Newsroom
Social
Email
Events
Exclusives
Social Sharing
Inbound Links
Contextual Marketing
Social Monitoring
INBOUND
MARKETING
INBOUND
PR
@iliyanastareva #InboundPR

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1 WHAT IS PR?
@iliyanastareva #InboundPR
3 HOW TO DO INBOUND PR?

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Set Your Goals
Nail Your Stakeholder Personas
Define their Journey
Create a Content Plan
Promote Your Content
Do Inbound Media Relations
Nurture Your Media Leads
Measure Results
8 Steps to
Starting
with
Inbound PR
@iliyanastareva #InboundPR
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Set Your Goals
@iliyanastareva #InboundPR

25. #INBOUND16@iliyanastareva #InboundPR
WHY ARE WE
DOING THIS?
WHAT ARE WE
TRYING TO
ACHIEVE?
HOW MUCH OF
THIS IS PR
GOING TO HELP
US WITH?

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Nail Your Stakeholder Personas
@iliyanastareva #InboundPR

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ALWAYS DO YOUR
RESEARCH
@iliyanastareva #InboundPR

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• 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?
Buyer Persona Media Persona
• 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?
@iliyanastareva #InboundPR

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• 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?
Buyer Persona Media Persona
• 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?
@iliyanastareva #InboundPR

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Define Your Stakeholder Journey
@iliyanastareva #InboundPR

31. #INBOUND16@iliyanastareva
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
The Buyer’s vs Media’s Journey
#InboundPR

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Create a Content Plan
@iliyanastareva #InboundPR

33. #INBOUND16@iliyanastareva
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
#InboundPR

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Promote Your Content
@iliyanastareva #InboundPR

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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.
@iliyanastareva #InboundPR

36. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva #InboundPR

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Do Inbound Media Relations
@iliyanastareva #InboundPR

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Do Your Research First
Get Creative with Your Outreach
Don’t Be Spammy or Overdo it
Create Remarkable Content
Use Emotion Over Structure
Don’t Forget Your Owned Media
Make it Easy to Reach You
Share their Content
8 Steps for
Inbound
Media
Relations
@iliyanastareva #InboundPR
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AN INBOUND PR
NEWSROOM IS
THE MEDIA’S
GO-TO RESOURCE
@iliyanastareva #InboundPR

40. #INBOUND16#InboundPR @iliyanastareva@iliyanastareva
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
#InboundPR

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Nurture Your Media Leads
@iliyanastareva #InboundPR

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LEAD NURTURING
CAN BE APPLIED
TO ALL
STAKEHOLDERS
@iliyanastareva
Source: ConvergeHub
#InboundPR

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Measure Results
@iliyanastareva #InboundPR

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JUST USE THE
DATA.
IT’S THERE!
@iliyanastareva #InboundPR

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Prowly.com
#InboundPR

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PLAN WITH
OUTCOMES IN
MIND, NOT
OUTPUTS
@iliyanastareva
AMEC Interactive Integrated Evaluation Framework
#InboundPR

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INBOUND PR IS A
MINDSET CHANGE
@iliyanastareva #InboundPR

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3 Takeaways
1. PR requires a new approach
2. Inbound PR allows you to do
remarkable and measurable PR
3. There are 8 key steps to doing
Inbound PR but it all goes back
to your goals and how you
measure them
@iliyanastareva #InboundPR

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THANK YOU.
QUESTIONS?
#InboundPR @iliyanastareva@iliyanastareva #InboundPR

50. #INBOUND16
@iliyanastareva
Global Partner Program Manager @
#InboundPR @iliyanastareva
www.iliyanastareva.com
Iliyana Stareva
#InboundPR