Instructed by Scott Baradell.

1. Putting PR in Front
of Your Inbound Marketing Engine
Scott Baradell
President
Idea Grove

2. Today You Will Learn
• How to use proven PR strategies to drive your
inbound marketing efforts
• How to make the most of your best PR ideas by
integrating them across your inbound marketing
channels
• How to attract online audiences efficiently and
consistently through PR-driven campaigns

3. • Prior to Idea Grove, I served
as the senior corporate
communications executive for
Fortune 1000 companies in
the media and tech industries
• Started Idea Grove in 2005 as
a B2B tech PR firm
• Grew the company using the
practices in this presentation
About Me

4. PR MUST “CREATE NEWS… IN
ORDER TO APPEAL TO THE
INSTINCTS AND FUNDAMENTAL
EMOTIONS OF THE PUBLIC.”
- EDWARD BERNAYS (1923)

5. In PR, What’s Old Is New
for Inbound Marketers
Topical Stories Newsjacking
Media Outreach Site Outreach
Thought Leadership Authorship

6. PR and the Inbound Marketing Funnel
PR
SOCIAL
SEARCH
BLOGS
DOWNLOADS
CRO
EMAIL

7. PR Is About Story Ideas
• Story ideas are what drive the inbound
marketing engine
• Your audience doesn’t want to be pitched a
product
• People want relevant, educational and
newsworthy content

8. PR Is About Thought Leadership
• How can you educate your audience?
• How can you provide industry solutions?
• How can you be newsworthy?

9. PR Is About Spreading the Word
• Successful thought leadership: “lethal
generosity”
• Be so generous you kill the competition

10. Case Study: Spousal Outplacement
Press Release

11. Case Study: Spousal Outplacement
Magazine Feature

12. Case Study: Spousal Outplacement
Byline/White Paper

13. Case Study: Spousal Outplacement
Video

14. Case Study: Spousal Outplacement
Blog Posts

15. Case Study: Spousal Outplacement
Email Campaign

16. Benefit 1: Efficiency of Effort
• The aboriginal Alaskans used every part
of the whale because they knew that
whales were precious
• Marketers should treat good content ideas
the same way — make the most of them
across your PR and marketing efforts

17. Benefit 2: Brand Consistency
Brand consistency will be a by-product of your
integration efforts

18. Integration Is Worth It – Really!
Integration ensures that your
• Social media
• Email campaigns
• Blogs
• Byline articles
• Press releases
• And more
share a powerful message throughout platforms

19. Move The Needle

20. Move The Needle
1. What are the issues, trends and concerns your
audiences care about?
2. Where does your company have the most
expertise to share?
Your sweet spot is at the intersection of your
answers. Find yours — then, start by
brainstorming story ideas!
Identify Your Brand’s
Sweet Spot for Story Ideas

21. • PR strategy is a natural driver for inbound marketing
programs
• Generate story ideas that appeal to your audience –
then make the most of them
• Integration of stories across your inbound marketing
channels result in content efficiency and brand
consistency
Key Takeaways

22. www.onlinemarketinginstitute.org
Thank You!
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