For those looking for free guidance on specific PR topics, here are links to some free white papers. You may have to fill out a form to receive some of these and do not know whether any of these organizations follow-up and contact people who fill them out. I have no formal affiliation with these organizations and do not vouch for any of the information contained within these white papers. I merely wanted to pass along some resources that may be of assistance and do not cost anything.
Let me know if any of these are really exceptional, or completely worthless.
Vocus PR White Papers
Five strategies for media relations success
Five golden rules for blogger relations
Public relations in practice
New role of the PR professional
Measuring the marketing ROI on public relations
Analyzing the media landscape for strategic advantage
Driving sales using public relations
Taking your message to the next level with multimedia
Optimizing your public relations with social media
Cision white papers
RSS and podcasting
Effectively managing the 24/7 global media environment
PR News list of PR white papers
Are You a Digital Einstein? By Peppercom
Exploring the link between volume of media coverage and business outcomes by VMS
The 2006 Cone: Millenial Cause Study by Cone Inc.
Stakeholder networking by dna13
What journalists want to see on your Website by Vocus
Public relations professionals in early stages of technology adoption by Vocus and PR News
Correlating outputs to outcomes by VMS
A comprehensive report on media monitoring and search engines by Burrelles Luce
PR best practices for global corporations by Vocus
Paid placement for global corporations – VNRs and SMTs by DS Simon Productions
Measuring media coverage effectively by VMS
What do you stand for? Principles for success in cause branding by Cone Inc.
The future of PR. How to garner more coverage and stay way ahead of the competition by Vocus
PRWeek white papers on subjects ranging from blogging and social media to branding and e-marketing
Bulldog Reporter white papers on topics such as online newsrooms, traditional and social media, word of mouth marketing, and more