Chapter 6Delivering Inbound PR to Clients

Defining Inbound PR Services

Now that you know how you can generate new business with inbound PR, it's important to map out your service offerings. You shouldn't be selling something that you can't deliver.

In Chapter 3, we extensively covered what inbound PR is, so the process of adding it to your existing portfolio of services shouldn't be that difficult.

The easiest way to start is by making an audit of what you already offer.

Simply make a list of all of the services that you have right now. Often, with more traditional PR agencies the list will include media relations and event management.

To take this a step further, map out where these services fit with the stages of the inbound PR methodology: attract, convert, close, and delight.

This is going to enable you to identify the gaps of what you are still missing and what you potentially want to add. It also gives you a strategic structure that is easier to explain to clients because it has a starting point and an end with all the appropriate steps within each stage.

I also recommend thinking about where these services fit within the PESO model—paid, earned, shared, owned. This is going to allow you to discover additional offerings that could fit within the stages of the inbound PR methodology. An example here would be native advertising on Facebook as part of attract or even convert if we take Facebook lead ads.

What you'll probably discover here is that you have some outbound PR ...

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