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Iliyana Stareva - Getting Started With Inbound PR

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Iliyana Stareva from HubSpot offers a detailed breakdown of the inbound flywheel and how this can be applied to strengthen your PR outreach.

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Iliyana Stareva - Getting Started With Inbound PR

  1. 1. GETTING STARTED WITH INBOUND PR Iliyana Stareva Global Partner Program Manager, Hubspot Author of Inbound PR
  2. 2. Iliyana Stareva Global Partner Program Manager, HubSpot ● Consulted and helped over 200 HubSpot partner agencies grow their businesses and those of their clients ● Author of Inbound PR:The PRAgency’s Manual to Transforming Your Business with Inbound @iliyanastareva
  3. 3. Win a signed copy by tweeting! The person with the most live tweets that use #InboundPR and #DigitalGaggle will win a signed copy of the Inbound PR book!
  4. 4. Silfra in Thingvellir National Park Iceland 8 January2017 Fear only holds usback
  5. 5. 1 Why is PR Broken 2 How Can Inbound Help 3 How to Do Inbound PR Getting Started With Inbound PR
  6. 6. 1. Why isPRBroken
  7. 7. “PUBLIC RELATIONS ISA STRATEGIC COMMUNICATION PROCESS THAT BUILDS MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR PUBLICS.” PRSA,Public Relations Society of America
  8. 8. Text here “ADVERTISING ISSAYING YOU’RE GOOD. PRISGETTING SOMEONE ELSETO SAYYOU’RE GOOD.” Jean-Louis Gassee
  9. 9. PR = Media Relations
  10. 10. PRISNO LONGER JUST MEDIA RELATIONS
  11. 11. Traditional PRis Outbound Becauseit interrupts. It doesn’t attract.
  12. 12. "PR SHOULD REINVENT ITSELF;WE ARE STILLROOTED IN CONVENTIONAL WAYS OF THINKING. IF WE DON’T DO IT, WE WILLDIE OUT LIKE DINOSAURS." IWONA SARACHMAN, PRDIRECTORAT AMREST SP. ZO.O.
  13. 13. 2. How Can Inbound Help
  14. 14. PRPeople Excel at CONTENT
  15. 15. PRPeople Suckat MEASUREMENT
  16. 16. 73% of PRpros deem aligning metrics to revenue or vital businessKPIsasthe most difficult challenge facing comms
  17. 17. INBOUND PR Combining PR’sbiggest strength and biggest challenge CONTENT & MEASUREMENT
  18. 18. Any Stakeholder
  19. 19. 3. How To Do Inbound PR
  20. 20. 8 Steps to Starting with Inbound PR 1 2 3 4 Set Your Goals Nail Your Stakeholde r Personas Define Their Journey Create a Content Plan 5 6 7 8 Promote Your Do Inbound Nurture Your Measure Content Media Relations Media Leads Results
  21. 21. 8 STEPSTO STARTING WITH INBOUND PR Set Your Goals STEP1
  22. 22. Text here WHYARE WE DOING THIS? WHAT ARE WE TRYING TO ACHIEVE? HOW MUCH OF THIS ISPR GOING TO HELP US WITH? STEP 1
  23. 23. 8 STEPSTO STARTING WITH INBOUND PR Nail Your Stakeholder Personas STEP2
  24. 24. Always Do Your RESEARCH STEP2
  25. 25. Media PersonaBuyer Persona ● 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? ● 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? STEP2
  26. 26. Media PersonaBuyer Persona ● 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? ● 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? STEP2
  27. 27. 8 STEPSTO STARTING WITH INBOUND PR Define Your Stakeholder Journey STEP3
  28. 28. The Buyer’s vs.Media’s Journey 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 STEP3
  29. 29. 8 STEPSTO STARTING WITH INBOUND PR Create a Content Plan STEP4
  30. 30. Persona Awareness Consideration Decision Define questions and keywords at Content offer Content offer Content offer Answer those questions with Press Releases Put things out there with Newsroom Blog Posts Press Releases Newsroom Blog Posts Press Releases Newsroom Blog Posts Always start with your persona
  31. 31. Content format is important!
  32. 32. By2020, online videos will make up more than 80% of all consumer internet traffic STEP4
  33. 33. 8 STEPSTO STARTING WITH INBOUND PR Promote Your Content STEP5
  34. 34. 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. STEP5
  35. 35. STEP 5 55.1% of the global population has internet access People online have an average of 8.5 social media accounts
  36. 36. 20% Content Creation + 80% Content Distribution = 100% Content Success STEP5
  37. 37. STEP5 THE PESO MODEL IS THE SMARTEST WAY TO ACTIVATE A PRCAMPAIGN TODAY
  38. 38. 8 STEPSTO STARTING WITH INBOUND PR Do Inbound Media Relations STEP6
  39. 39. 8 Steps for Inbound Media Relations 1 2 3 4 Do Your Get Creative Don’t Be Create Research First with Your Outreach Spammy or Overdo it Remarkable Content 5 6 7 8 Use Emotion Don’t Forget Make it Easy to Share Their Over Structure Your Owned Media Reach You Content STEP6
  40. 40. AN INBOUND PR NEWSROOM ISTHE MEDIA’S GO-TO RESOURCE STEP6
  41. 41. 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 PRcontact details Search & sort function and subscribe options Research, studies & whitepapers Press Releases High-quality visuals, images & logos
  42. 42. 8 STEPSTO STARTING WITH INBOUND PR Nurture Your Media Leads STEP7
  43. 43. LEAD NURTURING CAN BE APPLIED TO ALL STAKEHOLDERS STEP7
  44. 44. 8 STEPSTO STARTING WITH INBOUND PR Measure Results STEP8
  45. 45. PLAN WITH OUTCOMES IN MIND, NOT OUTPUTS STEP8
  46. 46. THE HUBSPOT SOFTWARE IS YOUR BEST FRIEND STEP8
  47. 47. A Quick Recap... 1 2 3 4 Set Your Goals Nail Your Stakeholde r Personas Define Their Journey Create a Content Plan 5 6 7 8 Promote Your Do Inbound Nurture Your Measure Content Media Relations Media Leads Results
  48. 48. Text here 3 Final Takeaways ● PRrequires a new approach ● Inbound PRallows you to do remarkable and measurable PR ● There are 8 key steps to doing Inbound PRbut it all goes back to your goals and how you measure them
  49. 49. Thank you! @iliyanastareva www.iliyanastareva.com #InboundPR

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