Like SEO, digital public relations is a long play. It’s organic, editorial, third-party credibility, and social proof. Unlike paid advertising, there is typically no immediate gratification after launching a public relations program. It’s about building a relationship with multiple media outlets including Google, social media channels, influencers, bloggers, and traditional journalists. 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. “Spend an extra $100K this month on PPC or Facebook ads? No problem. Invest in the resources to reach top-tier influencers and media? No budget.” – said too many CMOs and CEOs.