- Inbunden (Hardback)
- Antal sidor
- John Wiley & Sons Inc
- 218 x 142 x 23 mm
- Antal komponenter
- 318 g
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They Ask, You Answer
Jeff Gothelf, Josh SeidenInbunden
The PR Agency's Manual to Transforming Your Business With Inbound189
The digital era's new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency's business. Today's customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel "marketed to;" we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients' interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today's PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it's the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without "marketing to" the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.
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Fler böcker av Iliyana Stareva
ILIYANA STAREVA is global partner program manager at HubSpot, where she ensures a partner-first approach and enables company teams to collaborate, communicate, and make change happen better across global offices. A fluent speaker and writer in Bulgarian, English, and German, she is the author of Social Media and the Rebirth of PR and Social Media: Key for Sustainability Communications.
The New World of Inbound PR: A Foreword vii Modernizing Public Relations and Marketing: A Foreword ix Introduction xi About the Author xvii Acknowledgments xix Chapter 1 Getting the Basics: PR and Inbound 1 What Is Public Relations? 3 What Is Inbound? 5 Content: The Glue between Inbound and PR 8 Chapter 2 PR and Measurement 13 The History of Measurement in Public Relations and Communications 15 Inbound Marketing and Measurement 22 The Future of PR Measurement 24 Chapter 3 Inbound PR 33 Why You Need Inbound PR 35 The Inbound PR Concept 39 Benefits of the New Inbound PR Model 41 Why PR Agencies Need to Adopt Inbound PR 45 Chapter 4 How to Do Inbound PR 51 The Inbound PR Methodology 53 How to Run an Inbound PR Campaign 55 Inbound Media Relations 66 The Inbound PR Newsroom 72 How to Create Fascinating Content 77 The Art of Inbound Storytelling 83 Chapter 5 Generating New Business with Inbound PR 89 Practicing What You Preach 91 The Importance of Positioning 94 How to Create Your Agency's Positioning Strategy 102 How to Do Lead Nurturing and Fill Your Sales Funnel 109 Chapter 6 Delivering Inbound PR to Clients 115 Defining Inbound PR Services 117 Packaging Inbound PR Services 123 Developing Inbound PR Capabilities 126 Delivering Inbound PR Services 129 Conclusions and Key Success Factors 135 Appendix 141 Notes 151 References 155 Index 157