Marketing Against The Grain Live from INBOUND: Does PR Still Matter? With Katie Burke and Kipp Bodnar
Sep 8, 2022
In this engaging discussion, Katie Burke, CPO at HubSpot, shares her insights on the evolving relevance of public relations in today's marketing landscape. She highlights the alarming decline in trust in traditional media and emphasizes the need for brands to adapt their PR strategies. The conversation also touches on the power of influencers in modern marketing, the importance of authentic relationships, and how embracing criticism can drive organizational growth. Katie's expertise provides valuable guidance for navigating these shifts in the industry.
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Building Media Relationships
- Build media relationships by helping reporters, similar to inbound marketing.
- Avoid pitching funding announcements without value, which reporters dislike.
HubSpot's PR Story
- HubSpot initially faced confusion about its identity, with people mistaking it for a blog or agency.
- PR helped clarify HubSpot's identity as a software company, which was crucial for attracting investors and prospects.
Measuring PR Effectiveness
- Focus on perception and awareness building for PR's impact, not just direct traffic.
- Referral traffic from media websites is often low, so don't measure PR solely on direct response metrics.