Full Funnel PR, the book.

Why I’m writing it

I have spent 25 years working in PR and feel that the discipline doesn’t get the credit it deserves, isn’t valued highly enough and isn’t always used to full effect — as it lacks a standard model and methodology.

My feeling is that if I can capture a methodology that works well for the companies I tend to focus on — innovative, constructively-disruptive, growth-stage businesses — I can both elevate the value of my trade to those firms and make my ideas easier to apply.

Now I should be absolutely honest: at the time of writing I don’t have a full oven-ready methodology that is ready to go. Much of my writing the book is about thinking in ink — consolidating and iterating as I go. But I do have many of the bare bones in place.

The two core principles

Funnel thinking. PR should consider all publics — not just journalists — that a business will need to engage to help it grow. Every external audience prospect goes through a funnel, from unaware that their problem exists to engaged advocates of the solution the company offers.

A standardised method. The PR method should be as standardised as possible, so it is easy to understand, and broken down into actionable chunks with templates. A major inspiration was Gino Wickman’s Traction, which explains the Entrepreneurial Operating System (EOS). If EOS is the operational platform for a growth business, then Full Funnel PR aims to be an interoperable app.

Written in the open

Rather than disappear for two years, I am writing it a post at a time — consolidating and iterating in public. The articles below are the closest thing to chapters that exists today.