What is Full Funnel PR?
Full Funnel PR is not just the title of my forthcoming book… it’s a practical methodology for all…
Pillar 01 · Strategy
Growth Strategy
Connects every piece of communications to a business goal you can measure.
A funnel-based programme that defines how communications will drive the business’s growth, and which people it needs to engage to get there.
Growth Strategy is the foundation of the method. It answers one question, how will communications help this business grow, and everything downstream traces back to the answer.
It works backwards from the commercial objective to the activity required to support it. If an activity does not trace back to a defined business objective, it does not belong in the programme. The strategy is where we are trying to get to. The plan is how we get there. “Raise our profile” is not a strategy, and “we want to reach decision-makers” tells you nothing.
It also decides who to engage, and who can reach them. Not just the customers, investors, partners and hires you need on the inside, but the people who are the channel to them: the journalists, analysts, podcasters and well-connected voices who command the audience you are after, or who can introduce you directly.
And it is where the programme is honest about itself. If there is no data, no spokesperson, and no differentiated point of view, the programme is built on sand, and the strategy should say so.
SENSE: diagnosing the barrier
- Salience (S)
- Awareness of the problem. Does this audience have the problem on their radar at all?
- Evaluation (E)
- Existing beliefs and framing. Which trusted authorities or prior narratives shape how they interpret new information?
- Net Value (N)
- Risk calculus. Are they loss-averse or gain-seeking, and what is the perceived cost of inaction?
- Switch Trigger (S)
- Behavioural change. What default are they anchored to, and what would prompt them to move?
- End Memory (E)
- Retention and advocacy. Which message, moment or data point will they remember and repeat?
Go deeper
Writing on growth strategy
How do you know if your business is PR ready?
PR is hard for Series A founders. Start unprepared, and you’ll waste time and money. Take too long…
- How do I know if my business is PR ready?Matt Phillips PR ↗