--- title: Inbound PR - fad or future? description: Inbound PR is this - understanding the content and channels required to lead media on a journey of discovery from being complete strangers to your brand... image: https://www.bluechipcommunication.com.au/hubfs/Inbound%20PR-Fad%20or%20future%20blog%20image.jpg --- [![Bluechip_Logo](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Bluechip_Logo.svg "Bluechip_Logo")](https://www.bluechipcommunication.com.au/) ![Search-9](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/Search-9.svg "Search-9") ![Close Icon (3)-1](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/Close%20Icon%20(3)-1.svg "Close Icon (3)-1") This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ** ![Close Icon (3)](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Close%20Icon%20(3).svg "Close Icon (3)") ##### Knowledge Shared # Insights ##### All Articles ![](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/down-filled-triangular-arrow.png) - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Melos Sulicich shares SME success tips on Money News’ “Let’s Talk Business”](https://www.bluechipcommunication.com.au/blog/melos-sulicich-shares-sme-success-tips-on-money-news-lets-talk-business) Melos Sulicich, CEO of Bank of Sydney was interviewed by 2GB’s Money News "Let's Talk Business" segment with Scott Haywood. He shared tips for family-run businesses to make sure ev... [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Target hostile countries, not us, drug giant CSL tells Trump](https://www.bluechipcommunication.com.au/blog/target-hostile-countries-not-us-drug-giant-csl-tells-trump) This is an extract from an article written by Michael Smith and Jessica Gardner in The Australian Financial Review. Published on the 10th July 2025. “It is weighing on the share pr... - ##### [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) - ##### [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - ##### [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - ##### [Integrated Marketing](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) ## [Inbound PR - fad or future?](https://www.bluechipcommunication.com.au/blog/inbound-pr-fad-or-future) ###### By Holly Clark ###### 25 Nov 2016 [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ##### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ##### [Affluence. Effluence. Influence. Do you know the difference?](https://www.bluechipcommunication.com.au/blog/affluence-effluence-influence-do-you-know-the-difference/) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) # Insights. [Back to all articles](https://www.bluechipcommunication.com.au/blog) - Share - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook.svg) ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Finbound-pr-fad-or-future) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.bluechipcommunication.com.au/blog/inbound-pr-fad-or-future) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/twitter-1.svg) ](https://www.twitter.com/share?url=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Finbound-pr-fad-or-future) ![Inbound MarketingPR-1.png](https://www.bluechipcommunication.com.au/hs-fs/hubfs/Inbound%20MarketingPR-1.png?width=640&name=Inbound%20MarketingPR-1.png "Inbound MarketingPR-1.png")BlueChip’s Head of Integrated Marketing, Danielle Stitt, has just returned from one of the world’s largest marketing conferences in Boston where she was introduced to the concept of Inbound PR by Illiyana Stareva who coined this nifty label.  Shiny new concepts, labels and potential better ways to service clients are always exciting in our world so I was very eager to find out what the fuss is about and whether this really will change the way we operate.  And if Facebook is investing in [online courses for journalists](https://www.facebook.com/blueprint/courses/journalists) to help them discover content, create stories and engage with audiences online, I’m figuring we need to dig a little deeper into how to apply the [inbound methodology](https://www.bluechipcommunication.com.au/blog/the-joy-of-marketing-a-thoroughly-modern-financial-services-love-story/) to media relations. To the uninitiated Inbound PR is this - understanding the content and channels that are required to lead media on a journey of discovery from being complete strangers to your brand to eventually becoming advocates.  The key to Inbound PR is* attracting* media, rather than *interrupting and disrupting*, and making the impact of your content on media measurable at all stages.   ![Inbound PR.png](https://www.bluechipcommunication.com.au/hs-fs/hubfs/Inbound%20PR.png?width=1042&name=Inbound%20PR.png "Inbound PR.png") So what does it *actually *mean? If you hold the outdated view that PR = blasting out a media release to your rolodex of contacts, then to use Iliyana’s words, this might serve as a ‘wake up call’.  But if you have recognised the evolution of media and know that great targeted content sits at the heart of earned, owned, paid and shared media and is instrumental in building ALL relationships (including with journalists) then you can relax.  Well just a little bit. Inbound PR effectively means we treat media in much the same way as a customer – we need to understand them (or their media persona), we need to know what they are interested in, serve them palatable content, entice them and build relationships by inviting them to exclusive events, giving them exclusive content, sharing their stories and all the usual stuff PR professionals do blind-folded. We also need to understand that media research stories in the same way customers do their research to make buying decisions and if you can’t be found, you won’t be considered.  Journalists are time-poor so we need to make it easy for them. By now most of us know the value of great content but where Iliyana may have hit a raw nerve for some is her belief that PR people ‘suck’ at measurement and that this is still one of our biggest sticking points.  Measuring objectives such as ‘raising brand awareness’ and ‘becoming a thought leader’ have historically been difficult without blowing the budget but it’s become a lot easier. There is an overwhelming amount of metrics available to demonstrate impact and global leaders AMEC, the international association for the measurement and evaluation of communication, have made strides in this area with tools such as their [evaluation framework.  ](http://amecorg.com/amecframework/home/framework/interactive-framework-2/)  For me, the most valuable aspect of Inbound PR is having a structure for what so many of us are already doing but not explaining well to our clients.  We can use this to show how the content we need to nurture media relationships according to where they may be in the stranger to advocate journey. And the tools Iliyana has provided such as the Inbound PR Newsroom are a really great checklist. ![Inbound PR Newsroom.png](https://www.bluechipcommunication.com.au/hs-fs/hubfs/Inbound%20PR%20Newsroom.png?width=1042&name=Inbound%20PR%20Newsroom.png "Inbound PR Newsroom.png") So will Inbound PR radically change the way we work? It has the potential. The truth is that good PR people are already doing a lot of Inbound PR but the rigour and discipline this will helps us to deliver will be a great aid to our clients and to the journalists that matter to them.  This is more than PR getting an image overhaul, it is a change in mindset that gives us great focus on meaningful outcomes.    [![New call-to-action](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/431002e3-250a-4808-8e24-851fccc589ac.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/431002e3-250a-4808-8e24-851fccc589ac) [![how to drive your fame agenda](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d) ## Related Posts [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ###### 07 August 2024 #### [Democrat or Demobrat? 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