Chapter 04

The DPRI Method: Integration Architecture

Key Takeaways
  • The DPRI Method (Digital PR Integration Method) systematically maps PR activities to digital marketing outcomes.
  • The framework identifies 726+ correlations (11 PR Activities x 22 Digital Marketing Terms x 3+ Examples).
  • The PESO model is the strategic layer; the DPRI Method is the operational layer that makes PESO measurable.
  • Integration is the differentiator: one PR activity should produce multiple digital outcomes.

Why Another Framework?

The PR industry already has frameworks like the PESO model and the AMEC framework for measurement. However, these often describe what Digital PR does, but not how it connects to digital marketing outcomes.

When leadership asks what a PR activity produced beyond awareness, many professionals struggle to answer. The DPRI Method provides that answer systematically. It transforms PR from a soft function into a measurable business discipline.

The DPRI Method Architecture

The 726+ Correlations Framework

The core of the DPRI Method is a systematic catalog of how PR work produces digital results: 11 PR Activities x 22 Digital Marketing Terms x 3 Examples Each = 726+ Correlations

When You Need To... Use This PR Activity Track These Digital Outcomes
Build search authority Media Relations Backlinks, Domain Authority
Manage a crisis Crisis Communications Sentiment, Share of Voice
Launch a product Content + Media Relations Referral Traffic, Branded Search

Practitioner's Tip: Outcome Mapping

Stop reporting on 'activities' and start reporting on 'outcomes'. Instead of saying "We sent 50 pitches," say "Our media relations strategy produced 5 high-authority backlinks, improving our Branded Search Volume by 12%."

Deep Dive: Study Articles & Case Studies