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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. 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.
- GenresProfessional Development
192 pages, Hardcover
First published January 1, 2018
17 people are currently reading
44 people want to read
About the author
Iliyana Stareva
5 books16 followersIliyana Stareva is a highly versatile professional with expertise in PR, Marketing, SaaS, Customer Success, Channel Programs and PMO Leadership. She is the author of Inbound PR - the book that is transforming the PR industry - and co-author of Money Mastering, aiming to teach basic financial literacy to everyone. She is currently Chief of Staff to the EMEA President at ServiceNow. Iliyana is also a keynote speaker and a consultant for fast-growing companies eager to transform in the age of digital disruption. In her varied, global or EMEA-wide roles in PR agencies, HubSpot, Cisco and ServiceNow she's led major customer and partner engagements as well as global, cross-functional initiatives and change management programs. In her free time, you can find Iliyana writing for her blog, dancing salsa or travelling the world.
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Displaying 1 - 10 of 10 reviews
January 6, 2019
It’s all about content. I come from content and there wasn’t a single new idea to be found. I thought content in terms of PR would be different. It’s not.
If you have no experience in content, then this book would be helpful. It’s for those without any experience whatsoever.
If you have no experience in content, then this book would be helpful. It’s for those without any experience whatsoever.
November 2, 2021
(The English review is placed beneath the Russian one)
Книга появилась благодаря хайпу связанному с Интернетом в целом и социальными сетями в частности. На волне популярности этих двух явлений, автор попыталась прорекламировать себя и свои услуги.
В принципе, появление таких книг, не редкость. Их во всём мире ежегодно выпускается сотни. И очень редко когда они выходят за пределами родного региона, становясь, таким образом, международными бестселлерами. Да и у себя на родине об их существовании знают лишь профессионалы, непосредственно работающие в этой отрасли. Можно даже сказать по-другому: книга является типичной статьёй для профильного журнала. Вот это второе определение лучше всего характеризует эту книгу.
Вся суть книги сводится к тому, что все усилия PR отдела должны быть обращены на Интернет и социальные медиа, т.е. что именно с ними должны работать маркетологи и/или специалисты по PR. Согласно автору, старые средства массовой информации стали неактуальными с появлением Интернета и социальных сетей, ибо теперь намного проще не только более точно сегментировать клиентов, но и выйти непосредственно на них, минуя посредников в виде «старых» средств массовой информации. Такой подход лично мне кажется глубоко ошибочным, ибо ни Интернет, ни социальные сети не способны стать заменой традиционных СМИ. Другими словами, Интернет и социальные медиа без поддержки со стороны традиционных инструментов коммуникации, во многих случаях просто бесполезны. Возьмём крупные бренды типа Coca-Cola, McDonald's и BMW. Неужели автор считает, что успех этих компаний зависит от их присутствия в социальных сетях? Неужели кто-то решает пойти в McDonald's только по тому, что компания решила воспользоваться Интернетом для проведения PR-кампании или что покупатели автомобиля BMW используют социальные сети в качестве решающего источника для выбора марки автомобиля люкс? Разумеется, нет. Эти компании могут присутствовать в социальных сетях, но могут и не быть там, ибо их успех основывается на множестве других факторов, включая массовую рекламу, имидж бренда, отзывы в профильной прессе и так далее. Как тут не вспомнить книгу Ф. Котлера «Маркетинг 4.0» в которой автор пишет, что в эпоху Интернета нужно использовать и новые и старые инструменты маркетинга, ибо успех маркетинга а, следовательно, и компании и бренда в правильном использовании всего маркетингового комплекса, т.е. в создании синергии из «старых» методов управления маркетингом и «новых». Автор же этой книги явно противоречит этому утверждению Котлера, да и просто здравому смыслу.
Второй момент, это акцентирование на важности контента. Всё верно, контент должен быть интересен для покупателей, т.е. тем, на кого направлены усилия маркетологов и специалистов по PR, их маркетинговая или PR активность. Однако сам контент не может стать исключительным инструментом в работе PR специалиста или маркетолога, ибо контент сейчас выпускается очень многими людьми и организациями из-за чего покупатели находятся под постоянным прессингом окружающих их потоков информации, рекламы, новостей и пр. Проще говоря, люди выборочно подходят к выбору контента. Так, если речь идёт о малоизвестной компании, которая использует только социальные сети для своей PR активности, то в большинстве случаев, люди её просто не заметят, ибо таких фирм в Интернете и в социальных сетях тысячи и тысячи. А это ведёт нас к тому, что отдельно Интернет и социальные сети, даже с очень хорошим контентом, не смогут привести фирму к успеху, к завоеванию потребителей. Главным всё же является сам продукт или услуга, который предлагается фирмой. За примерами далеко не нужно ходить, достаточно посмотреть на такие бренды как ZARA и COS.
This book appeared thanks to the hype associated with the Internet in general and social networks in particular. On the wave of popularity of these two phenomena, the author tried to advertise herself and her services.
In principle, the appearance of such books is not uncommon. Hundreds of them are published annually all over the world. And it is very rare for them to be published outside their home region, thus becoming international bestsellers. Moreover, even at home, their existence is known only to professionals working directly in the industry. One could even say in another way: the book is a typical article for a trade magazine. This second definition is what best characterizes this book.
The whole point of the book comes down to the idea that all the efforts of the PR department should be turned to the Internet and social media, i.e., that it is with them that marketers and/or PR specialists should work. According to the author, the old media have become irrelevant with the advent of the Internet and social networks because now it is much easier not only to segment customers more accurately, but also to reach them directly, bypassing intermediaries in the form of the "old" media. This approach seems to me deeply flawed because neither the Internet nor social media can be a substitute for traditional media. In other words, the Internet and social media, without the support of traditional communication tools, are in many cases simply useless. Let's take big brands like Coca-Cola, McDonald's, and BMW. Does the author think that the success of these companies depends on their social media presence? Does anyone decide to go to McDonald's just because the company decided to use the Internet for a PR campaign or that BMW car buyers use social media as a decisive source for choosing a luxury car brand? Certainly not. These companies may be present on social media, but they may not be there because their success is based on many other factors, including mass advertising, brand image, reviews in the trade press, and so on. How not to recall Kotler's book "Marketing 4.0" in which the author writes that in the Internet era it is necessary to use both new and old tools of marketing because the success of marketing and, consequently, the company and the brand in the right use of the entire marketing mix, that is, in the creation of synergy between the "old" methods of marketing management and the "new". The author of this book clearly contradicts this statement of Kotler, as well as just common sense.
The second point is the emphasis on the importance of content. That's right. The content should be interesting for customers, that is, those at whom the efforts of marketers and PR specialists. However, the content itself cannot become an exceptional tool in the work of a PR specialist or marketer because the content is now produced by so many people and organizations that customers are under constant pressure from the flow of information, advertising, news, etc. around them. Simply put, people are selective in their choice of content. So, if we are talking about a little-known company that uses only social networks for its PR activity, in most cases, people simply will not notice it, because there are thousands and thousands of such companies on the Internet and in social networks. And that leads us to the fact that the Internet and social networks alone, even with very good content, will not be able to lead the company to success, to the conquest of consumers. The main thing, however, is the product or service that the firm offers. You don't have to go far for examples - just look at brands like ZARA and COS.
Книга появилась благодаря хайпу связанному с Интернетом в целом и социальными сетями в частности. На волне популярности этих двух явлений, автор попыталась прорекламировать себя и свои услуги.
В принципе, появление таких книг, не редкость. Их во всём мире ежегодно выпускается сотни. И очень редко когда они выходят за пределами родного региона, становясь, таким образом, международными бестселлерами. Да и у себя на родине об их существовании знают лишь профессионалы, непосредственно работающие в этой отрасли. Можно даже сказать по-другому: книга является типичной статьёй для профильного журнала. Вот это второе определение лучше всего характеризует эту книгу.
Вся суть книги сводится к тому, что все усилия PR отдела должны быть обращены на Интернет и социальные медиа, т.е. что именно с ними должны работать маркетологи и/или специалисты по PR. Согласно автору, старые средства массовой информации стали неактуальными с появлением Интернета и социальных сетей, ибо теперь намного проще не только более точно сегментировать клиентов, но и выйти непосредственно на них, минуя посредников в виде «старых» средств массовой информации. Такой подход лично мне кажется глубоко ошибочным, ибо ни Интернет, ни социальные сети не способны стать заменой традиционных СМИ. Другими словами, Интернет и социальные медиа без поддержки со стороны традиционных инструментов коммуникации, во многих случаях просто бесполезны. Возьмём крупные бренды типа Coca-Cola, McDonald's и BMW. Неужели автор считает, что успех этих компаний зависит от их присутствия в социальных сетях? Неужели кто-то решает пойти в McDonald's только по тому, что компания решила воспользоваться Интернетом для проведения PR-кампании или что покупатели автомобиля BMW используют социальные сети в качестве решающего источника для выбора марки автомобиля люкс? Разумеется, нет. Эти компании могут присутствовать в социальных сетях, но могут и не быть там, ибо их успех основывается на множестве других факторов, включая массовую рекламу, имидж бренда, отзывы в профильной прессе и так далее. Как тут не вспомнить книгу Ф. Котлера «Маркетинг 4.0» в которой автор пишет, что в эпоху Интернета нужно использовать и новые и старые инструменты маркетинга, ибо успех маркетинга а, следовательно, и компании и бренда в правильном использовании всего маркетингового комплекса, т.е. в создании синергии из «старых» методов управления маркетингом и «новых». Автор же этой книги явно противоречит этому утверждению Котлера, да и просто здравому смыслу.
Второй момент, это акцентирование на важности контента. Всё верно, контент должен быть интересен для покупателей, т.е. тем, на кого направлены усилия маркетологов и специалистов по PR, их маркетинговая или PR активность. Однако сам контент не может стать исключительным инструментом в работе PR специалиста или маркетолога, ибо контент сейчас выпускается очень многими людьми и организациями из-за чего покупатели находятся под постоянным прессингом окружающих их потоков информации, рекламы, новостей и пр. Проще говоря, люди выборочно подходят к выбору контента. Так, если речь идёт о малоизвестной компании, которая использует только социальные сети для своей PR активности, то в большинстве случаев, люди её просто не заметят, ибо таких фирм в Интернете и в социальных сетях тысячи и тысячи. А это ведёт нас к тому, что отдельно Интернет и социальные сети, даже с очень хорошим контентом, не смогут привести фирму к успеху, к завоеванию потребителей. Главным всё же является сам продукт или услуга, который предлагается фирмой. За примерами далеко не нужно ходить, достаточно посмотреть на такие бренды как ZARA и COS.
This book appeared thanks to the hype associated with the Internet in general and social networks in particular. On the wave of popularity of these two phenomena, the author tried to advertise herself and her services.
In principle, the appearance of such books is not uncommon. Hundreds of them are published annually all over the world. And it is very rare for them to be published outside their home region, thus becoming international bestsellers. Moreover, even at home, their existence is known only to professionals working directly in the industry. One could even say in another way: the book is a typical article for a trade magazine. This second definition is what best characterizes this book.
The whole point of the book comes down to the idea that all the efforts of the PR department should be turned to the Internet and social media, i.e., that it is with them that marketers and/or PR specialists should work. According to the author, the old media have become irrelevant with the advent of the Internet and social networks because now it is much easier not only to segment customers more accurately, but also to reach them directly, bypassing intermediaries in the form of the "old" media. This approach seems to me deeply flawed because neither the Internet nor social media can be a substitute for traditional media. In other words, the Internet and social media, without the support of traditional communication tools, are in many cases simply useless. Let's take big brands like Coca-Cola, McDonald's, and BMW. Does the author think that the success of these companies depends on their social media presence? Does anyone decide to go to McDonald's just because the company decided to use the Internet for a PR campaign or that BMW car buyers use social media as a decisive source for choosing a luxury car brand? Certainly not. These companies may be present on social media, but they may not be there because their success is based on many other factors, including mass advertising, brand image, reviews in the trade press, and so on. How not to recall Kotler's book "Marketing 4.0" in which the author writes that in the Internet era it is necessary to use both new and old tools of marketing because the success of marketing and, consequently, the company and the brand in the right use of the entire marketing mix, that is, in the creation of synergy between the "old" methods of marketing management and the "new". The author of this book clearly contradicts this statement of Kotler, as well as just common sense.
The second point is the emphasis on the importance of content. That's right. The content should be interesting for customers, that is, those at whom the efforts of marketers and PR specialists. However, the content itself cannot become an exceptional tool in the work of a PR specialist or marketer because the content is now produced by so many people and organizations that customers are under constant pressure from the flow of information, advertising, news, etc. around them. Simply put, people are selective in their choice of content. So, if we are talking about a little-known company that uses only social networks for its PR activity, in most cases, people simply will not notice it, because there are thousands and thousands of such companies on the Internet and in social networks. And that leads us to the fact that the Internet and social networks alone, even with very good content, will not be able to lead the company to success, to the conquest of consumers. The main thing, however, is the product or service that the firm offers. You don't have to go far for examples - just look at brands like ZARA and COS.
August 8, 2018
Iliyana's book is a publication that fits perfectly into the times we're working in and the challenges we're facing. Today, we are all influencers, and PR pros no longer reach out just to journalists. YouTube video authors, Instagrammers, bloggers... They are the media now as well. And these are the people who are now able to gain the audiences' trust much easier and steer their purchasing decisions. Direct channels for contacting the end user or recipient are also the media now. To brands and the PR professionals who support them this means a radical change. First and foremost, we must change our perspective. Second – understand that communication now is not only one-to-one but also one-to-many. Third, we no longer need any media intermediaries to publish content online; today we are able to create and distribute (publish) content on our own.
Iliyana's book Inbound PR: The PR Agency's Manual to Transforming Your Business with Inbound shows how to base this communication on the Buyers Journey process and measuring the effects of our work on metrics quite different from AVEs. It's a must-read for all those who wish to learn or work on new skills and don't want to stay behind. You can find out more about Iliyana from my interview with her
Iliyana's book Inbound PR: The PR Agency's Manual to Transforming Your Business with Inbound shows how to base this communication on the Buyers Journey process and measuring the effects of our work on metrics quite different from AVEs. It's a must-read for all those who wish to learn or work on new skills and don't want to stay behind. You can find out more about Iliyana from my interview with her
July 2, 2019
When I started at my job at pr.co my boss put the book Inbound PR by Iliyana Stareva from Hubspot on my desk and it's been there ever since. Whenever I need practical advice it's one of my go-to resources. So imagine my delight when Iliyana agreed to write for our magazine Unfold, it was a big fangirl moment.
Anyone who works in comms will know that a lot of the content out there is just recycled or waffly. As someone who did not historically work in this industry, I sometimes feel frustrated when I read articles. I find myself thinking 'yes, yes, I know that's WHAT I need to do but HOW exactly do I do it'. Especially when the content is dispensed by professional communicators, they should be best able to get to the point.
Iliyana is great because when she writes she gives you concrete, actionable steps (Hallelujah!). Her book is useful and unsurprisingly the article she wrote for Unfold is no different.
Anyone who works in comms will know that a lot of the content out there is just recycled or waffly. As someone who did not historically work in this industry, I sometimes feel frustrated when I read articles. I find myself thinking 'yes, yes, I know that's WHAT I need to do but HOW exactly do I do it'. Especially when the content is dispensed by professional communicators, they should be best able to get to the point.
Iliyana is great because when she writes she gives you concrete, actionable steps (Hallelujah!). Her book is useful and unsurprisingly the article she wrote for Unfold is no different.
January 9, 2024
Cuốn sách này không chỉ dành cho công ty PR, mà còn hữu ích với bất kỳ doanh nghiệp/ tổ chức nào cần truyền thông, quảng bá về mình.
Sách cung cấp hướng dẫn chi tiết các bước để xây dựng chiến lược truyền thông, củng cố đội ngũ, sử dụng công cụ miễn phí và trả phí, tận dụng tối đa các nguồn lực của công ty để nâng cao tác động của các nội dung truyền thông. Và điều mình đánh giá cao nhất là tác giả nhấn mạnh vào tầm quan trọng của việc đo lường kết quả do truyền thông mang lại - sử dụng khung logic và các chỉ số cụ thể để đo lường và đánh giá.
Nên đọc sách này liền mạch - theo bộ với các cuốn Inbound marketing, inbound content.
Sách cung cấp hướng dẫn chi tiết các bước để xây dựng chiến lược truyền thông, củng cố đội ngũ, sử dụng công cụ miễn phí và trả phí, tận dụng tối đa các nguồn lực của công ty để nâng cao tác động của các nội dung truyền thông. Và điều mình đánh giá cao nhất là tác giả nhấn mạnh vào tầm quan trọng của việc đo lường kết quả do truyền thông mang lại - sử dụng khung logic và các chỉ số cụ thể để đo lường và đánh giá.
Nên đọc sách này liền mạch - theo bộ với các cuốn Inbound marketing, inbound content.
April 19, 2018
Inbound PR is a wonderful resource to guide both agencies and businesses in the application of Inbound ideas to PR.The author explains why PR needs to be thought of as an Inbound effort, how to get started, and most importantly, how to tie these efforts to grow a business (your own or your clients). This book shows business people how to measure their PR efforts and to see how the methodology drives real results. A very helpful resource that will remain on my desk, be filled with notes, and lots of dog-eared pages.
April 16, 2018
Future proof your business
Are you in PR? Have you or are you about to hire a PR agency to get your business and /or agency stuff together?? Then look no further than this book.
Everyone and anyone in PR should read it!
I would also recommend to reach out to the author on LinkedIn and connect with her. She is incredibly knowledgeable and helpful on this topic and a lot of other topics related to the future proofing of your business.
Are you in PR? Have you or are you about to hire a PR agency to get your business and /or agency stuff together?? Then look no further than this book.
Everyone and anyone in PR should read it!
I would also recommend to reach out to the author on LinkedIn and connect with her. She is incredibly knowledgeable and helpful on this topic and a lot of other topics related to the future proofing of your business.
December 28, 2021
Ilyana Stareva is a global partner program manager at HubSpot and runs a highly regarded blog discussing inbound PR. This book is aimed at people who run PR agencies but is still useful for clients who are looking to get something extra from external PR advisors. Be aware though that it is repetitive, lacks detail on how to use the techniques described and is silent on GDPR considerations (a notable omission in these data sensitive times).
February 6, 2025
The book was a pleasant surprise, combining marketing, PR, and sales into a cohesive whole. It offers a great perspective on how these three areas collaborate to achieve success. Through it, one can learn how to effectively integrate these fields in their business. It provides practical tips and examples that help improve communication and sales strategies. I recommend it to those looking for tools and inspiration to enhance their communication strategies and grow their business.
April 16, 2018
The future of PR is inbound and this book definitely proves it.
I'd highly recommend this for any PR professional.
I'd highly recommend this for any PR professional.
Displaying 1 - 10 of 10 reviews