The media industry is evolving and it’s not a surprise that inbound PR has been a hot topic for the past year. Therefore, I decided to attend the Prowly Academy webinar with Iliyana Stareva and learn more about it.
The time of PR being only a “strategic communication process that builds mutually beneficial relationships between organisations and their publics” has passed. The misconception that PR equals media relations still exists, but it needs to change. PR involves so much more now: from crisis management through internal communications to digital communications. More and more campaigns are based on the PESO (Paid, Earned, Shared, Owned) model and practitioners take advantage of the new technologies and social media platforms.
What is Inbound PR and why it might be the future?
Traditional PR is outbound. As Iliyana mentioned in the webinar, it interrupts, and it doesn’t attract. Journalists receive thousands of emails everyday and the chance of opening the one with your press release is minimal. Therefore, companies need something that points the journalists in their direction.
Inbound PR combines the PR’s biggest strength (writing content) and biggest challenge (measuring the results). With inbound, agencies target the journalists indirectly – via blog posts, thought leadership pieces, videos, etc. It’s a content that has been created for a particular audience in mind and it’s pushed on the right channels.
How to do Inbound PR?
As every campaign, you need to set your overarching goal. What are you trying to achieve and how much are you willing to invest in PR? Once you have mapped out your goals, nail your stakeholder personas. Do your research! At the centre of inbound is the target audience. Follow the journalists on social media and find out their interests, how they prefer to be reached and how they engage with brands/agencies. Knowing them inside and out will help you to plan the content they might use and then you can promote it on the relevant channels – website, social media accounts, etc.
In the end, compare the results to the original objectives. Use the data from Google Analytics and social media analytics. Focus on the outcomes, not outputs. Iliyana suggested using the AMEC integrated evaluation framework as a starting point and always have the stakeholders in mind.
With inbound PR you don’t push content to journalists, you pull the journalists in.
 PRSA definition
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