{"product_id":"inbound-pr-9781119462217","title":"Inbound PR","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\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, \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eThe New World of Inbound PR: A Foreword vii\u003c\/p\u003e \u003cp\u003eModernizing Public Relations and Marketing: A Foreword ix\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003eAbout the Author xvii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Getting the Basics: PR and Inbound 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Public Relations? 3\u003c\/p\u003e \u003cp\u003eWhat Is Inbound? 5\u003c\/p\u003e \u003cp\u003eContent: The Glue between Inbound and PR 8\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 PR and Measurement 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe History of Measurement in Public Relations and Communications 15\u003c\/p\u003e \u003cp\u003eInbound Marketing and Measurement 22\u003c\/p\u003e \u003cp\u003eThe Future of PR Measurement 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Inbound PR 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy You Need Inbound PR 35\u003c\/p\u003e \u003cp\u003eThe Inbound PR Concept 39\u003c\/p\u003e \u003cp\u003eBenefits of the New Inbound PR Model 41\u003c\/p\u003e \u003cp\u003eWhy PR Agencies Need to Adopt Inbound PR 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 How to Do Inbound PR 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Inbound PR Methodology 53\u003c\/p\u003e \u003cp\u003eHow to Run an Inbound PR Campaign 55\u003c\/p\u003e \u003cp\u003eInbound Media Relations 66\u003c\/p\u003e \u003cp\u003eThe Inbound PR Newsroom 72\u003c\/p\u003e \u003cp\u003eHow to Create Fascinating Content 77\u003c\/p\u003e \u003cp\u003eThe Art of Inbound Storytelling 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Generating New Business with Inbound PR 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePracticing What You Preach 91\u003c\/p\u003e \u003cp\u003eThe Importance of Positioning 94\u003c\/p\u003e \u003cp\u003eHow to Create Your Agency’s Positioning Strategy 102\u003c\/p\u003e \u003cp\u003eHow to Do Lead Nurturing and Fill Your Sales Funnel 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Delivering Inbound PR to Clients 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Inbound PR Services 117\u003c\/p\u003e \u003cp\u003ePackaging Inbound PR Services 123\u003c\/p\u003e \u003cp\u003eDeveloping Inbound PR Capabilities 126\u003c\/p\u003e \u003cp\u003eDelivering Inbound PR Services 129\u003c\/p\u003e \u003cp\u003eConclusions and Key Success Factors 135\u003c\/p\u003e \u003cp\u003eAppendix 141\u003c\/p\u003e \u003cp\u003eNotes 151\u003c\/p\u003e \u003cp\u003eReferences 155\u003c\/p\u003e \u003cp\u003eIndex 157\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407059919191,"sku":"9781119462217","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119462217.jpg?v=1730498031","url":"https:\/\/bookcurl.com\/products\/inbound-pr-9781119462217","provider":"Book Curl","version":"1.0","type":"link"}