The system
The nine components.
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. A business’s PR maturity and capability can be measured by its progress on each one.
Strategy
Deciding why we are doing this, and what the business stands for.
Growth Strategy
Discover. Brief. Scope.
Defines how PR maps to commercial objectives. A structured discovery, strategy brief, and scope of work ensure every activity traces back to a real business need.
EOS Business Story
Mission. 3 Uniques. Values.
Brand messaging built on the EOS framework. Establishes what the organisation stands for, what makes it different, and the values that inform every communication.
ABCD Leadership Story
Authentic. Backed. Competent. Destined.
A framework for developing spokesperson messaging and identifying the right communication role, turning founders and leaders into credible, media-ready voices.
Narrative
Finding the story, and testing it before it reaches a journalist.
PEST Attention Triggers
Political. Economic. Social. Technical.
Uses PEST analysis to identify the external forces that give stories natural media hooks, finding those moments before the pitch is written.
6A Customer Story
Audience. Action. Arc. Argument. Authority. Attention.
The core storytelling framework. Forces the right diagnostic questions before a word is written, so every piece has a defined audience, a credible voice, and a real editorial angle.
TRUTH Pitches
Topical. Relevant. Unusual. Tension. Human.
A five-element test applied to every story before it reaches a journalist. If any element is weak, the pitch is reworked before outreach begins.
Activation
Turning the method into assets, cadence and relationships.
PR Assets
Supporting. Pitching. Publication. Activation.
A structured approach to creating and deploying the materials that drive PR activity, tracked across four categories so nothing is made without a clear purpose.
Content Calendar
10 themes. Consistent cadence.
Ten repeatable content themes that give communications a disciplined, varied rhythm, building a body of work rather than a stream of disconnected posts.
Media CRM
Tier. Awareness. Outreach. Track.
Treats media outreach like a sales pipeline, with tiered targeting, awareness tracking, and a live link between contacts and the assets pitched to them.
Which components does your business already have?
Most businesses have some of this in place and do not know it. A short call is usually enough to see where the gaps are.