The PR Agency's Manual to Transforming Your Business With Inbound
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Köp båda 2 för 394 krILIYANA 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 Agencys 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