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Inbound PR: The PR Agency's Manual to Transforming Your Business With Inbound Hardcover – 29 May 2018

4.3 out of 5 stars 16 customer reviews

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  • Inbound PR: The PR Agency's Manual to Transforming Your Business With Inbound
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  • Inbound Content: A Step-by-Step Guide To Doing Content Marketing the Inbound Way
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Product details

  • Hardcover: 192 pages
  • Publisher: John Wiley & Sons (29 May 2018)
  • Language: English
  • ISBN-10: 1119462215
  • ISBN-13: 978-1119462217
  • Product Dimensions: 14.5 x 2.3 x 21.8 cm
  • Average Customer Review: 4.3 out of 5 stars 16 customer reviews
  • Amazon Bestsellers Rank: 235,666 in Books (See Top 100 in Books)
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Product description

From the Inside Flap

Once upon a time, public relations departments and agencies had no way to effectively tell their clients' stories other than through the mainstream media. Journalists, editors, and analysts were ultimately the mouthpieces for every PR campaign. Then came the age of digital disruption and now PR professionals can take full control over their messages, deliver them directly to the intended audiences, and accurately quantify the return on investment. Inbound PR tells the story of how inbound marketing can refresh, expand, and optimize PR for today's connected world.

Written by a global thought leader at HubSpot, the pioneering software company behind inbound marketing, Iliyana Stareva applies her expertise for growing businesses with inbound marketing to PR in an innovative methodology that both grows your PR business and your network of engaged media contacts. This step-by-step road map to amplifying your PR influence to standout levels gives you practical guidance on using the attention-grabbing content you already produce to raise awareness, generate leads, and delight them into followers.

The secret to this game-changing approach is measuring results. Forget about advertising value equivalents that only measure cost, and start calculating the meaningful bottom-line returns your work generates in the four major types of media with a turnkey framework. Specifically written for everyone in the day-to-day mechanisms of PR and especially agency owners, this custom-fit guidebook enables you to embrace metrics and put analytics at the center of your campaigns and organization so that you can make the highly informed, data-based decisions that give state-of-the-art leaders a competitive advantage.

This go-to resource makes transforming your business into an inbound PR agency simple and profitable by giving you:

  • A proven, seven-step process for writing the best positioning strategy for your agency and practical advice on defining and packaging Inbound PR services into a twelve-month retainer
  • Detailed systems for taking an inbound approach to media relations, including creating a robust online newsroom specifically for journalists, bloggers, producers, etc.
  • Actionable guidance for working every step of the inbound process, from attracting leads into your sales funnel, nurturing them, and finally retaining a new client

Stop pushing your message and chasing clients by attracting them all to your brand with Inbound PR.

From the Back Cover

PRAISE FOR INBOUND PR

"In her Inbound PR book, Iliyana nails the fundamental shifts happening in the PR industry and sets the standard for the PR agency of the future."
--BRIAN HALLIGAN, CEO and founder, HubSpot

"Iliyana Stareva shares her modern #InboundPR model for attracting and engaging prospects as part of a sales or marketing campaign. It can be applied equally to consumer or business-to-business campaigns, and organizations large and small. I first met Iliyana in Dublin in October 2015. I sought her out after reading her blog about this innovative approach to public relations. I'm delighted that she has developed it into a book. Make sure that you add it to your reading list."
--STEPHEN WADDINGTON, partner and chief engagement officer, Ketchum; visiting professor, Newcastle University

"The PR industry is ripe for disruption. It wasn't all that long ago that the web forced us to reinvent ourselves. It's time again. International PR organizations have called for the death of metrics that don't make business sense, such as media impressions and advertising equivalencies. Smart business leaders have called for metrics, as they relate to real organizational growth. We've been able to add tactics, such as owned and shared media that allow us to prove we are an investment, not an expense, and that we do drive revenue. Yet, because we hate numbers, we have a difficult time drawing the correlation between our work and sales numbers. What Iliyana Stareva preaches with Inbound PR will get us there. Not only is it something we define, highlight, and amplify, it allows for the all-encompassing return-on-investment. As you traverse this book, keep a notebook at your side and outline your plan. By the time you finish, you'll have an Inbound PR program that is effective, efficient, and measurable."
--GINI DIETRICH, CEO of Arment Dietrich; founder and author of Spin Sucks

"As a PR Agency, you need to choose between playing it safe with the status quo, or doubling down on your own business and seeing it grow. The Inbound PR book will give you real-world practical advice to allow you to ensure your digital campaigns deliver ROI and promote the success of your agency by covering positioning, closing, and measuring ROI."
--KATE WALSH, VP of Global Partner Services, HubSpot

"Iliyana Stareva's thought leadership and understanding are phenomenal. Inbound PR can shape the way consumers interact with what they see, hear and read, empowering the individual to make well-informed opinions whilst creating interesting substance. Iliyana is at the forefront of the industry and appreciates its depths and power. It's amazing how the optimization of digital functions such as SEO and content-rich online material can build an epicenter of media excitement. With all the international work we do at Curzon, we have found Inbound PR to be the most effective and strategic method of communications. This book, is yet again, another articulate display of Iliyana's expertise and insights and leads the way in educating us all on the power of digital marketing and communications."
--FARZANA BADUEL, founder and CEO of Curzon PR

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