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

Biggest-ever UK-wide Brand Story Tour 2018

I am doing the biggest-ever UK tour to transform the story telling capabilities of public relations and comms professionals. It is taking place in March and April visiting Bristol, Manchester, Edinburgh and London – with only a few tickets left.

The goal is to enable PR and Comms practitioners move from being tellers of news stories into better storytellers, and outstanding narrative and story strategists, enabling them to be at the forefront as the industry evolves into becoming master storytellers across Owned, Shared, Earned and Paid-for media.

The one day Brand and Brand Story workshop provides delegates with a toolkit with new thinking, strategies and tools to transform how they deliver results at work. The biggest excuse not to do training is ‘I can’t afford to spend a day out of the office.’ The workshop overcomes this by combining working on your own real world challenges coupled with a profound learning and development experience, so avoiding any downtime.

Here’s how one delegate, Emma Wheat of leading food, health and well-being specialists Ceres PR described her experience of the Brand and Brand Story workshop. ”The course really confirmed to me how much more effective and exciting communications can be once a brand story is invoked. Stories attract people, and people are driven to make decisions based on their emotions.” Emma’s full blog can be read here. Read more

Helping Ireland lead the way in new qualification for Creativity in PR and Comms


I am really delighted to be working in partnership with the Public Relations Institute of Ireland (PRII) to launch a new professional qualification in ‘Creativity’ for the communications industry – believed to be a world first – enabling professionals to achieve a competitive advantage in their work.

The course is designed to provide both the strategic and tactical skills to achieve better results in offline and online communications and improve delegates’ management of the creative dimension at work.

Delivered through four linked weekend courses, with assessment based on producing a campaign case study, successful delegates will receive a Certificate in ‘Creativity and Creativity Management in PR and Comms’. Read more

The Story of being British, English, Welsh, Scottish and Northern Irish…

god save the queen

Next Thursday as the band starts playing the first notes of ‘God Save the Queen’ ahead of the England v Wales fixture in the Lens Stadium I will be embarrassed, even squirming.

I am someone who was born in England and now lives in Wales. Why is the song that represents my British identity being used in opposition to what I regard as my Welsh identity?

 While my soul will be stirred when I hear the Welsh fans singing ‘Hen Wlad Fy Nhadau’ (‘Land of my Fathers’) I will be feeling angry about the music played for the identity of my place of birth – even though I’m equally proud to be English.

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Creative design from the South

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