Inbound Pr - The Pr Agency''s Manual to Transforming Your Business With Inbound

The digital era's new consumer demands a new approach to PR
 
Inbound PR is the handbook that can transform your agency's business. Today's customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel "marketed to;" we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients' interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today's PR agencies a new way to build brands, evaluate performance and track ROI.
 
The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it's the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation.
* Build brand awareness without "marketing to" the audience
* Generate more, higher-quality customer or media leads
* Close the deal and nurture the customer or media relationship
* Track the ROI of each stage in the process
 
Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.

List of contents

The New World of Inbound PR: A Foreword vii
 
Modernizing Public Relations and Marketing: A Foreword ix
 
Introduction xi
 
About the Author xvii
 
Acknowledgments xix
 
Chapter 1 Getting the Basics: PR and Inbound 1
 
What Is Public Relations? 3
 
What Is Inbound? 5
 
Content: The Glue between Inbound and PR 8
 
Chapter 2 PR and Measurement 13
 
The History of Measurement in Public Relations and Communications 15
 
Inbound Marketing and Measurement 22
 
The Future of PR Measurement 24
 
Chapter 3 Inbound PR 33
 
Why You Need Inbound PR 35
 
The Inbound PR Concept 39
 
Benefits of the New Inbound PR Model 41
 
Why PR Agencies Need to Adopt Inbound PR 45
 
Chapter 4 How to Do Inbound PR 51
 
The Inbound PR Methodology 53
 
How to Run an Inbound PR Campaign 55
 
Inbound Media Relations 66
 
The Inbound PR Newsroom 72
 
How to Create Fascinating Content 77
 
The Art of Inbound Storytelling 83
 
Chapter 5 Generating New Business with Inbound PR 89
 
Practicing What You Preach 91
 
The Importance of Positioning 94
 
How to Create Your Agency's Positioning Strategy 102
 
How to Do Lead Nurturing and Fill Your Sales Funnel 109
 
Chapter 6 Delivering Inbound PR to Clients 115
 
Defining Inbound PR Services 117
 
Packaging Inbound PR Services 123
 
Developing Inbound PR Capabilities 126
 
Delivering Inbound PR Services 129
 
Conclusions and Key Success Factors 135
 
Appendix 141
 
Notes 151
 
References 155
 
Index 157

About the author

ILIYANA STAREVA is global partner program manager at HubSpot, where she ensures a partner-first approach and enables company teams to collaborate, communicate, and make change happen better across global offices. A fluent speaker and writer in Bulgarian, English, and German, she is the author of Social Media and the Rebirth of PR and Social Media: Key for Sustainability Communications.

Summary

The digital era's new consumer demands a new approach to PR

Inbound PR is the handbook that can transform your agency's business. Today's customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel "marketed to;" we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients' interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today's PR agencies a new way to build brands, evaluate performance and track ROI.

The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it's the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation.
* Build brand awareness without "marketing to" the audience
* Generate more, higher-quality customer or media leads
* Close the deal and nurture the customer or media relationship
* Track the ROI of each stage in the process

Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.

Product details

• Authors: Iliyana Stareva
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.05.2018
• EAN: 9781119462217
• ISBN: 978-1-119-46221-7
• No. of pages: 192
• Subjects: Social sciences, law, business > Sociology > Sociological theories; Öffentlichkeitsarbeit, PR, Communication & Media Studies, Kommunikation u. Medienforschung, Öffentlichkeitsarbeit u. Werbung, Public Relations & Advertising