Part 2 – Begin your Inbound PR journey
When you’re ready to take your first steps towards the future of PR, where do you begin? Here are five steps to help you get on the path to inbound PR success:
Focused vision and positioning
To make the most of inbound PR, you must have a crystal-clear view of what you do best, and you need to be certain of the niche you are offering. This could mean undergoing a complete transformation of your business model by, for example, going fully digital and skipping the outbound strategy completely. An audit will allow you to get a 100% focused positioning for your business, putting you on the right path. It will also help your clients know exactly what you do and stand for, paving a clear path for you and your employees to follow going forward.
Be your own best client
Use the services you offer to your client for your own business. Whether it’s content creation, PR, social media, webinars, or blogs, you must learn the techniques inside out. This not only proves that inbound PR works, it also builds credibility and trust among your clients. Practising what you preach comes with the added benefit of positioning yourself as a thought leader in the market.
Build a strong team and a clearly defined culture
When your business is transforming into an inbound PR one, you need to build a team that is aligned with your vision and understands the core values of the business. This could require the training of existing employees and the hiring new talent. Defining your values will shape your hiring standards and will give you a better understanding of who is a best fit for your team. Timing is also crucial; when the clients come in, your team must be armed and ready.
Learn to say ‘no’
The ability to say ‘no’ to the wrong strategies goes a long way when adopting inbound PR principles. Do not go with plans for short-term gains. Apply your full expertise when building campaigns and don’t be afraid to scrap developed ideas. It is vital to adapt this approach early on, in order to get a successful start on your journey to inbound PR.
Never stop learning and sharing knowledge
Last but not least, position yourself as an expert and share whatever knowledge you amass about inbound PR with your team and clients. Don’t be threatened by the competition; let their presence serve as motivation.
Reem Masswadeh is Client Services Director at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me