Paul Truscott: Reading a Campaign Like a Chart
A digital PR campaign is a position taken in a market, and a position should be read from the price action, not the press release.
So this chapter opens.
What does this chapter argue?
Drawing on his years as a qualified financial technical analyst, he treats coverage as the information and the answers as the market. One run is noise. Reach is volume with no price attached; the answers are the price, so the honest campaign report is a chart of the answers.
His indicators are Citation RSI for the momentum of a brand's citations, Entity Support and Resistance for the presence levels a brand keeps failing to break, and Visibility Drawdown for how far presence falls after a campaign ends. The chart tells a brand when to keep feeding evidence and when to change its type, and it treats any single answer as noise.
SOURCE
Summarised from the text of this chapter. Every sentence on this page traces to the chapter's own lines; the facts behind the site are on the record.
How does the chapter open and close?
It opens with the line quoted at the top of this page, and runs to three printed subheadings before it closes.
CLOSING LINE
Do not tell me who read the article. Show me what the answers did next.
What are the chapter's sections?
The chapter has three printed subheadings, in this order:
- Why reach is the wrong chart
- The indicators I use
- What the chart tells you to do
Which terms and people does the chapter name?
The terms it uses from the glossary:
- Citation RSI (the book credits Paul Truscott)
- Entity Support and Resistance (the book credits Paul Truscott)
- Visibility Drawdown (the book credits Paul Truscott)
PEOPLE NAMED
The chapter names no person, company or AI system.
Where does it sit in the book?
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