{"id":3861,"date":"2019-08-23T08:17:10","date_gmt":"2019-08-23T08:17:10","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=3861"},"modified":"2022-09-05T19:24:04","modified_gmt":"2022-09-05T17:24:04","slug":"what-is-inbound-pr","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/public-relations-blog\/what-is-inbound-pr\/","title":{"rendered":"What is inbound PR?"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"479\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/08\/DSM_Infographics_PR7-e1566548185291.jpg\" class=\"attachment-full size-full\" alt=\"DSM digital school of Marketing - inbound pr\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/08\/DSM_Infographics_PR7-e1566548185291.jpg 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/08\/DSM_Infographics_PR7-e1566548185291-600x423.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/08\/DSM_Infographics_PR7-e1566548185291-300x211.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/08\/DSM_Infographics_PR7-e1566548185291-284x200.jpg 284w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>For decades measuring the return on investment (ROI) of <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/why-need-public-relations-strategy\/\">public relations<\/a> (PR) efforts have proven challenging as a means to do so accurately simply did not exist. Inbound PR aims to challenge this by bringing PR efforts (such as <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-do-i-get-people-to-read-the-content-on-my-website\/\">content<\/a> creation and media relations) and inbound digital marketing together.<\/p>\n<p>By bringing these two together, a company decreases PR\u2019s biggest weakness &#8211; which is measurement &#8211; and reduces inbound digital marketing\u2019s weakness which is content creation. Traditional PR is outbound and emphasises achieving media coverage whereas now the company\u2019s website is the most important aspect of the company.<\/p>\n<h2>Public Relations in a company<\/h2>\n<p>PR becomes one of many tools by which to create media coverage. The media coverage is not, however, the main goal anymore. The aim is now to streamline traffic to the website via the said media coverage. The practice is not limited to PR efforts only but also includes different marketing efforts such as paid advertising, Search Engine Optimisation (SEO), <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-formulate-your-social-media-marketing-strategy\/\">social media marketing<\/a> and email advertising.<\/p>\n<p>The PR industry is still grappling with this idea, but a mindset change is necessary as times are changing. Nowadays, PR encompasses much more than just traditional media coverage but all types of media in the PESO model to guide traffic to the company\u2019s website. These are paid, earned, shared and owned media. Paid methods of PR are bought advertisements, earned are free or low-cost publicity, shared are strategic partnerships and owned are content the company creates and publishes on their available channels.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/323405116?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Measuring PR efforts is now possible<\/strong><\/h2>\n<p>The aim of Inbound PR is to drive traffic to the company\u2019s <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-do-i-get-people-to-read-the-content-on-my-website\/\">website<\/a> and by using simple analytical programs such as Google Analytics and social media analytics, PR practitioners can pinpoint what their reach is for different content. These are, for example:<\/p>\n<ul>\n<li>The website\u2019s bounce rate (how long someone was active on the website),<\/li>\n<li>Conversion rates (how many sales were generated by means of <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-are-the-components-of-a-digital-marketing-plan\/\">digital marketing<\/a> efforts),<\/li>\n<li>User experience,<\/li>\n<li>Referral links (links to your website from other online media such as blogs or news websites) and so much more.<\/li>\n<\/ul>\n<p>To do inbound PR firstly requires a well-built website with a neat blog page. Companies also need to ensure their social media pages are up to date and spotless. Follow social media <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-is-a-micro-influencer\/\">influencers<\/a> and journalists on social media to pinpoint what type of content they will share. Also be sure to have a competent writer to create sound copy for your Inbound PR efforts. All content must be factual, true and relevant or it simply won\u2019t make the cut and be published or consumed by audiences.<\/p>\n<p>Content in Inbound PR efforts must add value to the reader, or it will be lost in aggressive search engine and social media algorithms. Picture a small robot scrutinising your content to determine the value you add to the reader. The thought is daunting, but if your PESO-aimed media is true to the company, honest and created by professional writers to add value to readers, your analytics report will be in your favour.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>The Digital School of Marketing\u2019s <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-public-relations-course\/\">Digital Public Relations Course<\/a> will give you a more in-depth insight into the world of PR. For more information, <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-public-relations-course\/\">follow this link<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-public-relations-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-759 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer04-600x96.jpg\" alt=\"DSM Digital School of Marketing Digital Marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/DmjAgsI0Peo?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":3869,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[266],"tags":[463],"class_list":["post-3861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations-blog","tag-inbound-public-relations"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/3861","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=3861"}],"version-history":[{"count":0,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/3861\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/3869"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=3861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=3861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=3861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}