Inbound a new way of doing PR and Comms

Does public relations and communications need a new concept of ‘Inbound PR’?

‘Yes’ is the resounding answer from Iliyana Stareva in her new book ‘Inbound PR’, This is an essential read for any forward-thinking Comms and PR professional, and a huge wake up call to a PR industry facing a tsunami of change.

You don’t read this book. You breeze through it. It’s full of profound overviews of the challenges we face coupled with process how-to steps that whisk you from theory to practice, and before you know it, you’re an Inbound PR expert.

Inbound PR is a means of identifying and understanding an audience or public and using its content to start a conversation to build relationships based on meeting a need rather than creating a need. As a result, you build relationships, trust and influence.

It’s all stress-tested from Iliyana’s extensive experience. She bridges thought leadership and thought doing through her work as Global Partner Program Manager at Hubspot. Practising what she preaches, Iliyana has collected her insight, tools and processes in a book.

She argues there are two main reasons why ‘inbound’ is the perfect fit for PR: Read more

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