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I wrote about how NBC has handled Keith Olbermann's departure from his show on MSNBC. Writing that story put me in mind of one of the hoary chestnuts of public relations strategy, which is to let sleeping dogs lie for some situations. Veteran PR folks are fond of refering to a minor flap as a "one-day story," meaning that you read about it in the newspaper today, but it disappears tomorrow. Unfortunately, the Internet has forever ended the technique of letting the storm blow over.

In this post, we pick apart a conversation about the new PR skills to show how these relate to the six digital fluencies we have identified in our research. 

One could feel a tiny bit bad for the person at Microsoft's British PR team who tweeted "Remember Amy Winehouse by downloading the ground-breaking Back to Black over at Zune." He or she must be having a terrible day. On one hand, it may have seemed like a sensible marketing move: The person was probably correct in thinking that people might want to remember the singer, who was found dead in London on Saturday, by listening to her music. On the other hand, it reads as an insensitive way for Microsoft to cash in on the tragedy surrounding the 27-year-old performer.

The death toll in Egypt so far is over 300, with thousands wounded. Way to jump on a trending #hashtag to push your products, Kenneth Cole.

Oh, and in case you missed it, there is already a parody Kenneth Cole PR Twitter account at http://twitter.com/KennethColePR Hours after its creation, it already has 3,633 followers. Electric speed indeed.

Also of interest: http://twitter.com/#!/dacort/status/33303368441004033 Damon Cortesi posted a screenshot of the KC fan page activity.