Daryl Wilcox Publishing (DWPub) published an excellent 12-page white paper last week that is an excellent primer on digital PR for anyone in the PR industry. It’s free and is called: Online PR in action – an introduction to implementing and measuring a digital PR programme.
I’d go as far to say that it should be required reading for anyone that hasn’t yet explored the potential of audience and keyword planning, and PR-led content as a strategy for influencing SEO.
The paper, written by escherman’s Andrew Smith describes how formal methods can be applied to the planning, execution and development of PR campaigns.
The first section of the paper develops the work of David Meerman-Scott and plots out how PR can influence the route from web search to purchase, taking in Google planning tools and the use of LinkedIn and Twitter as research tools. The second section examines platforms to implement a campaign and some of the basic measurement techniques.
The paper flirts with the potential of social networks but I suspect this will be the subject of another document. Inevitably the paper touts the services of DWPub for planning and as a route to target audiences but its no worse for it.
Digital PR must become a core skill for the PR industry. If you have yet to get to grips with digital techniques then this white paper is a good place to start.