What is ‘Full-Funnel’ PR?
Most PR programmes are activity-led.
A list of things an agency will do, with no clear connection to what the business actually needs.
Full Funnel PR is different.
PR is (and should be) primarily about earning media coverage.
But most PR programmes stop there.
Full Funnel PR builds on the fundamentals in four main ways:
it considers all audiences, or ‘publics’, that your business wants to engage. Not just sales prospects.
it is designed with the goal of growth: which people are on the outside who you need on the inside in order to grow, and how can you convince them to choose you?
it’s a system not a strapline: built of components, each designed to make PR as effective as possible.
it is optimised for constructive disruptors: business leaders who are are trying to do something different, and with a clear sense of vision.
Audiences, not just prospects
Journalists are a very tough crowd. The methods that work to first intrest them in your business, and then engage with you clearly work. So why stop with them?
Full Funnel PR works across your whole business — not just your sales funnel.
Most PR is aimed at prospects.
Full Funnel PR starts by asking which audiences actually matter to your business goals right now.
✅ Customers “we want to sell more to our customers”
✅ Advocates “we want people to recommend us”
✅ Prospects “we want new people to buy from us”
✅ Investors “we want people to invest in us”
✅ Partners “we want to develop supply chain relationships”
✅ Team “we want to hire the best people”
The methodology identifies which audiences to prioritise, how many are needed, how many are out there, what might be getting in the way of them acting - and what PR needs to do to move them through the funnel.
Funnel-based thinking.
Full Funnel PR is designed to identify how many people you need to engage, where they are on their journey with you, and overcome any mental biases or blockers they have.
🤔 “Do people remember who we are when we need them?
🤔 “Does the customer understand the problem?”
🤔 “Are we different enough from our peers?”
🤔 “Can we put a value on our solution?”
🤔 “Do investors believe in our vision?”
PR is effective at raising awareness. But it can have impact everywhere in the funnel. Full Funnel PR considers where audiences are on their journey, to move them to advocacy.
A system, not a strapline.
Full Funnel PR is comprised of nine components that combine to create a proven method for PR.
A consistent approach to communications, always focused on business goals.
⚙️ Growth Strategy
⚙️ EOS Business Story
⚙️ ABCD Leadership Story
⚙️ 6A Customer Story
⚙️ PEST Attention Triggers
⚙️ TRUTH Pitches
⚙️ PR Assets
⚙️ Content Calendar
⚙️ Media CRM
Each component pulls together what I’ve learned over 25 years working in PR, building on my learnings from business and mangement, combined with learning from some of the smartest minds in psychology, leadership, communications and advertising. A businesess’ PR maturity and capability can be measured by its progress on each component.