How long does it take to get results with digital public relations? It’s the million-dollar question every brand wants to know—the short answer: longer than digital advertising. In this podcast, I walk through some of the highlights of my latest Search Engine Journal article talking about my favorite and least favorite myths, musts, and mantras when it comes to digital public relations.  Why digital public relations will NOT work Unrealistic expectations, misappropriated budgets, lack of experience, and poor communication are just a few of the ways to really f*ck up the outcome of a digital public relations program. The same companies who have deep pockets will spend money on advertising yet seem to skimp on things’ public relations. Ironically the day you stop the ad campaigns, the traffic stops. While digital public relations organically functions like SEO. When done right and consistently over time, PR is the gift that keeps on giving in ways you could not buy in advertising. The beauty of public relations is it hits every part of the funnel from top to middle to bottom and keeps rotating. The bright side of digital PR Living in a digital PR world of media links, keywords, mentions, shares, and meta, it’s sometimes easy to forget the public relations basics. In its simplest form - Public relations gives brands what they can’t buy in ads. This includes and is not limited to: ✅ Thought leadership ✅ Credibility ✅ Third-party endorsements ✅ Community ✅ Relationships ✅ Impact ✅ Low budget/no budget is needed.  Public relations myths Polling a group of the most successful public relations pros and digital marketing experts, the results resulted in no shortage of content when asked about the most significant public relations myths and musts. All PR is created equal.  It is not. Like any craft, there are categories, specialties and niches, and nuances. It's important to know what you're best at (and that might be as a generalist or specialist) and be able to communicate it.  The best PR pros live in LA, New York, or [fill in the blank with a sexy city name] Today’s reality is that expert public relations credentials can be found in any city, town, or neighborhood and can access a  global reach. Keep in mind, you are looking for talent and not location. Fact: Almost 60% of pr pros follow journalists on social, and  75% of journalists said they like that!