Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Why Traditional PR No Longer Works in an Inbound World

By Iliyana Stareva

Iliyana Stareva also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Why Traditional PR No Longer Works in an Inbound World Blog Feature

If you work in marketing and PR, you know there’s been a sea change. The old “push” tactics the industry once relied on no longer work well in the digital age.

As a PR professional, journalists and media folks are your consumers and today’s consumers increasingly reject top-down, interruptive messages trying to sell a story.

What they accept and crave is relevant content that draws them in, engages them, and helps them write the stories they know their readers want.

They want tactics that are inbound.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

The problem, however, is most PR firms are still outbound organizations trying to survive in an inbound world.

What’s Not Working in PR?

Companies in other fields have figured out that the way people make decisions, let themselves be influenced, and buy has changed.

Instead of pushing interruptive messages on people, they take an inbound approach, drawing them in with multichannel techniques aimed at gaining their attention and trust through relevant content (but more on that later).

Many PR firms, unfortunately, continue to spam the media and journalists with outbound tactics like mass emails and cold calls, asking them to cover stories they may not even care about.   

Simply drafting press releases and mass emailing them to 500 journalists no longer works.

One, because there are fewer journalists than there once was (the ratio of PR person to reporter is 6:1) and two, when journalists receive 1,092 press releases every day, they ignore them all and your message doesn’t get across.

PR Needs to Go Inbound

Inbound (which incorporates the PESO model - paid, earned, shared, and owned) is a very useful framework that allows PR folks to expand from just media relations to using the full spectrum of content creation (website, paid ads on social, video, blogger engagement, community management) to reach multiple stakeholders.

Creating terrific content and distributing it alone is not enough, however. 

Ultimately, every business wants is to understand the true results and return of their efforts on their bottom line.

When you plan out activities for the entire PESO like with inbound, you can better set specific goals for each media type and how they relate to your funnel. This enables you to measure the success of each channel and optimize for effectiveness.

The first step to doing this is shifting your mindset.

When it comes to mindset, PR pros should take a page from inbound marketers.

Rather than pushing messages on customers, inbound marketers help by creating enticing, remarkable content, specifically designed for them and shared on the channels they use.

Their mentality is to put the needs of the customer first.

Like inbound experts manage to create and foster meaningful dialogues and relationships,

PR needs to embrace this philosophy to not only turn media influencers from strangers into visitors and promoters but to also start leveraging other media types from the PESO model to engage with these influencers beyond just their inboxes.

With an inbound approach, media will come to you because you’ve realized that a journalist’s role (like a modern marketer) is not to promote you, your business, and your products, but to write a great story that will get read by the right audience and that fits with their media outlet.

This is what the inbound mindset is about - being helpful and focusing on your persona’s needs or problems rather than just your own.

Enter Inbound PR: The Combination of Content and Measurement

Now, I call this entire approach Inbound PR.

It combines the best of two worlds – PR’s content creation and inbound marketing’s mindset and  measurement process.

I developed it while working with hundreds of marketing, PR, and content agencies as a consultant at HubSpot and by leveraging my three-year-long experience in the PR industry before that.

Here are some tips how you can get started.

How to Get Started with Inbound PR

1. Align with Sales and Marketing.

Inbound PR takes public relations out of its silo to truly understand the marketing and sales implications their pitches can have on someone’s bottomline. 

When a PR professional is able to understand what the bottomline goals are for an organization they can then better understand how their work fits into that greater vision.

It also enables them to frame their pitches and ideas around these goals, in turn setting themselves up to be better received.

2. Define your big strategic goals.

Like inbound marketing, Inbound PR prompts you to keep big numbers (or big goals) in mind first and then plan every step of the methodology – attract, convert, close, and delight – accordingly so that you can define the right tactics that will enable you to hit them. 

When you know what you want to achieve in terms of revenue for your business and how much PR is responsible for , it then becomes easy to close the loop on expectations and results.   

3. Define your stakeholder personas.

PR is one of the only industries in the communication’s space that deals with multiple stakeholders – buyers, media people, employees, investors, and more.

Inbound PR calls these stakeholders personas – the ideal representation of each stakeholder that you want to do business with. You need to define them in detail so you have a crystal clear understanding of who you’re trying to reach. 

It’s not enough to rely on your assumptions. To succeed here, you need to do surveys, conduct interviews, and host focus groups. 

These will allow you to understand what makes your personas tick, what their day-to-day looks like, what their pain points and challenges are, and what their decision-making and information consumption processes are.

By painting such a clear picture, you will know what content to create and when and where to surface it. For example, if you are targeting a reporter of a financial media outlet, then you’d probably need stats and data instead of a creative story. You might find that this content is best surfaced on weekdays on LinkedIn via an infographic.

4. Stop pushing messages, start pulling people in.

A vital component of Inbound PR is creating relevant content that attracts people to your business. Just like marketers had to evolve away from outbound tactics such as direct mail or interruptive advertising, PR professionals have to move beyond their inboxes and pitch lists. 

A thought leadership blog and and engaging Facebook or LinkedIn page are far more effective nowadays because it’s individuals that decide whether to stay in the loop with what you are doing or not. 

Outbound tries to force people to pay attention to you and it no longer works.

Inbound, on the other hand, attracts them through valuable content designed specifically for them and shared on the channels that they use.

When you leverage owned and social media, you let your content be your 24/7 pitch all year round saving you time and bringing you results 

Traditional PR needs to evolve to remain relevant for the digital reality of demanding and sophisticated consumers and brands. If you don’t adapt to an Inbound PR world, your efforts may quickly become obsolete and you’ll end up being left behind.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Contributor
Published on December 3, 2018

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read