Conclusions and Key Success Factors

Inbound PR is a mindset change. It requires commitment and willingness to invest the time and effort, to dig into why it's different, truly accept it, and apply it throughout your entire organization.

Inbound PR is about being a change agent that's always improving and moving.

To excel at inbound PR as a PR agency, there are seven key success factors I strongly recommend reviewing now and taking a look at in six months once you've adopted some of the advice I've given you in this book.

The success factors include the following.

1. Clear Vision and Unique Positioning

The agencies that succeed at inbound PR are those that first and foremost undergo a complete transformation of their business model. This is the biggest hurdle because it's about making the conscious decision about where you want to be three years from now and what you want to be known for. It's often choosing to go digital and ditching the old traditional world of outbound tactics. It also includes deciding to focus on a particular industry or core competency that you want to excel at and truly learn to specialize in.

Having a clear direction and being 100 percent focused is key because if you don't know where you are going, how are you going to get there (or anywhere), how are your people going to help you get there? Your positioning is crucial both externally and internally; existing and potential clients will know what you do and what you stand for, employees will know your ...

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