Most companies already know PR is the first step to ‘getting found’ and pushing leads into a brand’s Marketing Funnel. However PR also trickles down into every layer within the funnel. Earned media is often shared across a brand’s social channels along with PR provoked user generated content to create a constant stream of robust social activity. Follow up PR often spurs testimonials from media and consumers which can be used in a brand’s digital ads as well as in new pitch angles when reaching out to relevant media.

The cycle never ends. Even after leads are converted into sales, a good PR team will then mine for a brand’s genuine advocates – whether they are consumer or business use cases – dropping the resulting case studies, success stories, surveys and testimonials back into the top of the funnel so a brand can engage new prospects while continuing to build brand credibility.