Review: MyPRStack 2.0

When I was asked if I’d like to write a review of the second edition of MyPRStack – an open source publication aimed at simplifying and explaining the tools and practices that form the basis of modern PR and Marcomms workflows, all lovingly curated by Stephen Waddington (@Wadds) Chief Engagement Officer at Ketchum PR – I honestly did not know where to start. The reason for this is simple: its breadth and depth are as vast as its aspirations and ethos are admirable.

Split over 30 chapters and 120 pages, MyPRStack will introduce the reader to a huge range of digital tools – predominantly tools that practitioners can use totally free of charge (though some have more advanced enterprise versions that do carry costs) – with each tool explained by some of the best and brightest in the PR and Marcomms industry right now.

While on the subject of cost, you can download a digital copy of MyPRStack edition 2 right now and totally for free on the following link (It is also available in hard copy if, like me, you enjoy the owning of books). This is one of the things I most admire about MyPRStack, at its heart beats the aspiration to help make the industry better and more effective because in doing so we become more credible.

Learn from Rich Leigh (@RichLeighPR) on how you can Open Site Explorer to influence media and Blogger engagement; Agharad Welsh (@Welsh_PR) on using Talkwater to Steer through a crisis; Stella Bayles (@stellabayles) on using google trends to prove audience action; Tim Lloyd (Timolloyd) on getting real people to test your digital content…I could go on and this is one of MyPRStacks biggest strengths each and every chapter is a gold mine of practical information. MyPRStack is your guide to the free tools with practical advice that can make you better at how you do the day-to-day tasks involved in delivering brilliant campaigns, managing crises and measuring the effectiveness of what you do. There is not a single publication, that I am aware of, that comes even half-way close to delivering on that.

In the current climate of shrinking budgets for communication teams, especially for those working in-house, it’s unlikely that your manager is going to be able (or willing) to send you on 30 training courses to learn about these tools. MyPRStack exists so you, the practitioner, can take charge of your professional development and learn in a very accessible way from those who have trodden the path before you.

There are a number of tools explained that I was not aware of and/or tools I was aware of being used in ways I had simply not thought of. I’m still processing a lot of the learning from the second edition of MyPRStack, but I’m fairly confident in saying that I will improve as a practitioner from the things I am taking in.

As a practitioner, Wadds is fairly unique in straddling the, often huge, divide between the academic study of the communication disciplines and the practical delivery of PR and Marketing and his curatorship of MyPRStack reflects that. Whether you are a PR student, an academic or practitioner (and I agree with Wadds that the gulf should not be so vast as it is); whether you work in-house or in an agency; whether you work for a large organisation or are a solo-practitioner there will be something within MyPRStack that is for you. Personally I think it will be a long time before MyPRStack will stop feeling relevant and useful to our industry at large, but don’t just take my word for it, download your free copy today.

Also if you are interested in finding out more about how Wadds is trying to bridge the gap between PR academics and practitioners, check out his community of practice of Facebook.