{"product_id":"inbound-pr-the-pr-agencys-manual-to-transforming-your-business-with-inbound-9781119462217","title":"Inbound PR: The PR Agency's Manual to Transforming Your Business with Inbound","description":"\u003cp\u003e\u003cb\u003eThe digital era's new consumer demands a new approach to PR\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eInbound PR\u003c\/i\u003e is the handbook that can transform your agency's business. Today's customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel \"marketed to;\" we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients' interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today's PR agencies a new way to build brands, evaluate performance and track ROI.\u003c\/p\u003e \u003cp\u003eThe ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it's the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eBuild brand awareness without \"marketing to\" the audience\u003c\/li\u003e \u003cli\u003eGenerate more, higher-quality customer or media leads\u003c\/li\u003e \u003cli\u003eClose the deal and nurture the customer or media relationship\u003c\/li\u003e \u003cli\u003eTrack the ROI of each stage in the process\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eContent is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. \u003ci\u003eInbound PR\u003c\/i\u003e provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eILIYANA STAREVA\u003c\/b\u003e 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 \u003ci\u003eSocial Media and the Rebirth of PR\u003c\/i\u003e and\u003ci\u003e Social Media: Key for Sustainability Communications.\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50414769209618,"sku":"9781119462217","price":17.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_764d2fd3-e484-46fb-8703-a6691d0cf4ac.jpg?v=1729382983","url":"https:\/\/surprise-castle.myshopify.com\/products\/inbound-pr-the-pr-agencys-manual-to-transforming-your-business-with-inbound-9781119462217","provider":"Surprise Castle","version":"1.0","type":"link"}