The search for a professional who works on several fronts is a reality, and in the communication area this isn’t different. To keep up with market developments, public relations needs to permeate marketing, and the opposite also happens. This is how Inbound PR emerges. But after all, what does it mean and why is it important to be part of your communication plan?
I’ll get to the point. Firstly, I want to make sure that you know how term came out. Yes, it comes from the junction between Inbound Marketing and Public Relations. This is because the expression brings content with measurement of its results.
For this reason, public relations actions must go beyond the relationship between journalists and the company. The actions should take into consideration what your company’s target audience expects and then align them with the executives. As such, Inbound PR considers sales goals and marketing and communication goals and, as a result, contributes to generate revenue. Thus, the public relations activity is based on synchronizing company areas through communication.
What is Inbound Marketing?
To be sure that we are on the same page, I believe it is important to address here what Inbound Marketing is. However, if you are already familiar with the term, feel free to go to the next topic.
We call Inbound Marketing the union of strategies to keep customers and bring in new ones. However, this “ad” doesn’t interrupt a video the persona is watching, for example. Instead, the persona comes to the company through a Google search.
For this to happen, your company’s blog content must be well crafted. Properly using SEO techniques enables your business to be found on the first page or first result in a search. You can learn about some optimization techniques in the blog post: “The importance of the corporate blog to generate business”.
Establishing the persona you want (and should) achieve is essential. Thus, all content reaches directly and talks to the persona from any position in the sales funnel.
How does this get into Inbound PR?
After this introduction it is easy to understand why one of the key elements of Inbound Marketing used by Inbound PR is content marketing. While Inbound Marketing focuses on answering frequently asked questions, Inbound PR aims to contextualize the brand. Therefore, you should keep in mind that it isn’t just your customer or lead who is looking for the answer your company can provide. Journalists should also be your target. Having content that affirms the expertise of executives and employees creates a perspective of trust in your company.
For this reason, the development of the press release must take into consideration the institutional message and the persona. Also, the use of keywords in the content, not just in the articles, attracts qualified readers. Using this technique, publishing your press release on the company website enables journalists to find quality content without daily contact with them.
I’m not saying that your communications team has to set aside follow-up with the media. However, with the small number of journalists in the newsrooms, it is almost impossible for they to be able to effectively answer all incoming calls and carefully read all articles sent (among many others). So, having the information they need on your company’s blog and being found in Google’s first page will make it easier for them to contact the spokesperson. This enables the company’s spokespeople to be recognized as segment experts and to be remembered as an information source for the next article. After all, the journalist came to you through the research he/she made.
In addition to journalists, your content should catch the attention of influencers. After all, these personalities have many followers who take their opinions into consideration. This means great chances for the company, product or service to be viewed positively by them and, consequently, by followers.
The concept of Inbound PR has brought the requirement to create brand related content that involves multiple platforms.
Inbound PR: the “360 communication”
We must take into consideration that the techniques that describe the action of Inbound Marketing are practices performed by public relations. However, what’s new for the area is to bring results and solutions thinking first about the persona, in addition to the metrics. This is the connection between Public Relations and Inbound Marketing, to have results that can be measured and easy to find. In this way, the image and sales strategy is based on data.
That’s when marketing, communication, and sales use Big Data tools. With this, you can assertively recognize your persona and make targeted content in the appropriate channels (blog, social network, newspaper, among others).
The communication, when centralized on a public relations and targeted at personas, generates visibility, gets repercussion throughout the time and results in sales and good reputation. In this synchronization of goals I mentioned, public relations is also responsible for helping the sales team to acquire new customers. Besides attracting qualified leads and keeping them informed about the brand through content and other tools.
Interested in going beyond Public Relations in your company’s communication strategy? Contact us and share your needs.