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

Theresa May fails the fundamentals of basic storytelling


Theresa May lost her UK General Election gamble because she failed the fundamentals of basic storytelling.
Rather than engaging or inspiring, motivating the British electorate to support her quest for a larger parliamentary majority she achieved the opposite. Her stock, status and standing as the person to lead the British people as their Prime Minister diminished because of four basic errors in her storytelling.

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The need for a new narrative post Euro Referendum

churchill

A seismic change in Britain’s history now needs a seismic change in our future story: the UK is in urgent need of a new narrative. One that explains our past and one that works to rebuild our society and create a stronger platform for a better collective future for the UK.

Otherwise, we face up to creating a future destiny amidst uncertainty, bitterness, rancour and despair.

A narrative is like the string in a pearl necklace, providing the thread for connecting your pearls of your story of the past and of the future, that shape your story of the now.

Not since the darkest hours of 1940 where Winston Churchill stood tall and inspired the British people – and history – of a Britain that its people will fight on its beaches has there been a need for creating a new narrative for our future.

Communicators, PR people, all of us who work in our business have a critical role to play.

At the heart of this is how we in the UK go forward as a society – with a new story.

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