The principle
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 how to overcome any mental biases or blockers they have.
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, in order to move them to advocacy.
One core principle is that PR should consider all publics — not just journalists — that a business will need to engage to help it grow. These people can and should be modelled with the level of sophistication that you would expect a strong marketing-led business would apply to customers.
Every external audience prospect will go through a funnel, from unaware that their problem exists, to engaged advocates of the solution the company offers.
This prompts a deeper level of strategic thinking about who the company wants to engage, what they want from people, and what the value exchange looks like. And if people are not moving through the funnel as we might expect — why might that be?
The questions
The blockers funnel thinking surfaces.
These are the questions that reveal where a funnel is leaking — and what PR needs to do about it.
- 🤔 “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?”
Audiences
Which audiences actually matter right now?
Most PR is aimed at prospects. Full Funnel PR starts by asking which audiences actually matter to your business goals right now — then identifies how many are needed, how many are out there, and what is getting in the way of them acting.
Where is your funnel leaking?
A short call is usually enough to map the audiences that matter and spot the blockers in the way.