Inbound PR: The PR Agency's Manual to Transforming Your Business with Inbound Hardcover -

From the rear cover

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 jacket 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.