What is Full Funnel PR?
Full Funnel PR is not just the title of my forthcoming book… it’s a practical methodology for all…
Component 01 · Strategy
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.
Most PR programmes are activity-led: a list of things an agency will do, with no clear connection to what the business actually needs. Growth Strategy is the component that breaks that habit.
It starts from the commercial goal and works backwards. 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? That question sets the priorities for everything downstream.
The output is a discovery, a strategy brief and a scope of work. Every activity that follows should trace back to one of them. If it does not, it does not get done.
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