About This Book

Setting the Stage

About This Book: Why Digital PR Needs a New Framework

Digital PR and Online Reputation Management: Masterclass for the AI-First World

By Honey Singh | Honeysingh.com

Why This Book Exists

In my professional practice, I have seen Public Relations and digital marketing managed as separate functions, often by different teams or agencies. While integration was frequently discussed, it took several years before brands began adopting a genuinely Digital PR led approach.

I first encountered this separation in 2011 during the launch of Samsung’s Android category in India. My role focused on Digital PR, while working with bloggers and early creators. while a separate PR agency handled traditional media relations. This structure repeated itself across many other brand engagements. At the time, there were no dedicated Digital PR agencies or clearly defined Digital PR functions. The same pattern appeared again in 2016 during the execution of a large-scale PR stunt involving Donald Trump, where digital and traditional PR efforts were managed independently.

Over time, industry practice evolved, and it became clear to everyone that high-impact campaigns benefited far more from integrated execution than from strict functional ownership.

This book is developed in response to that shift. It reflects an integrated mindset toward modern PR, bringing together contemporary methods, frameworks, and case studies designed for digital-first and AI-driven environments. The focus is on practical application—how integrated Digital PR can drive business outcomes while managing reputation at scale in today’s media ecosystem.

This divergence between educational offerings and market needs creates both a challenge and an opportunity. That gap is why this book exists.

What Makes This Book Different

The DPRI Method™: An Integration Architecture

This isn't another PR textbook with a "digital chapter" added at the end. This book introduces the DPRI Method™ (Digital PR Integration Method)—a systematic framework that maps 726+ concrete correlations between PR activities and digital marketing outcomes.

The formula is simple: - 11 PR Activities (Media Relations, Crisis Communications, Content Marketing, etc.) - × 22 Digital Marketing Terms (SEO, Backlinks, Entity Authority, AEO, etc.) - × 3 Examples Each - = 726+ Practical Correlations

Every chapter connects back to this framework, ensuring you learn not just what Digital PR is, but how PR activities directly produce measurable digital outcomes.

The "Bilingual" Practitioner

This book creates professionals who speak two languages: 1. The Language of PR: Media relations, crisis management, reputation, stakeholder engagement 2. The Language of Digital Marketing: SEO, backlinks, domain authority, entity strength, AEO

The practitioners who thrive today are bilingual. They can explain to a journalist why a story matters and explain to a CMO how that story will improve search rankings. This book teaches both.

Answer Engine Optimization (AEO): The Next Frontier

We're entering an era where AI assistants answer questions by citing sources. When someone asks ChatGPT or Perplexity "What's the best CRM software?" the answer doesn't come from advertising—it comes from publications the AI trusts.

If your brand isn't mentioned in high-authority publications that Large Language Models reference, you're invisible in AI-generated answers.

This book prepares you for that reality. You'll learn not just how to earn media coverage, but how to build what I call the "Information Graph"—the web of credible citations that determine whether AI systems trust your brand.

Book Structure

Part 00: Setting the Stage

Part 01: The Core Modules (Modules 1-6)

Part 02: The Future of PR (Module 7)

Part 03: Practical Application (Modules 8-11)

Part 04: Appendices and Resources

Book Features

Who This Book Is For

The MBA Student

Gain a strategic understanding of how Digital PR drives business value, brand equity, and search visibility. Learn frameworks you can apply in consulting, brand management, or entrepreneurship.

The Startup Founder

Learn scrappy, effective PR tactics to build your brand and attract investors on a budget. Understand how to create credibility before you can afford traditional advertising.

The Marketing Manager

Integrate Digital PR strategies into your marketing mix to amplify campaigns and build durable visibility across search, social, and AI-driven ecosystems.

The Aspiring PR Professional

Build a foundation of practical skills—from content creation to crisis management—grounded in digital marketing metrics that prove ROI.

The Agency Professional

Understand how to reframe your services for the AEO era and justify higher retainers through measurable digital outcomes.

A Note on Honesty

This book should not attempt to impress the industry. It documents how the industry actually evolved—warts included—and why many current practices are structurally misaligned with the realities of AI, answer engines, and machine-mediated trust.

The ideas in this book are hard-won. The case studies are real. The perspective is earned.

What separates this book from others is discipline, not ambition. Wherever claims feel obvious to practitioners, they still require structure. Wherever experience tempts generalization, it is restrained by verification.

That is the bar this manuscript meets.

DPRI CONNECTION

This introduction establishes the foundation for: - PR Activity: All 11 activities covered in the DPRI Method™ - Digital Term: The integration architecture connecting PR to digital outcomes - Core Framework: The 726+ correlations model that structures the entire book

See Chapter 4 for the complete DPRI Method™ framework.

Let's begin.