The $2.3 Million Challenge: Does Your PR Coverage Die After 48 Hours?
Your company just got featured in the top industry publication. The coverage is perfect – great positioning, strong quotes, exactly the message you wanted to share.
The story placement is strategic, the messaging is on-point, and the publication reach is exactly what you needed.
But here’s the question that keeps business leaders up at night:
“How do we maximize the business impact of this coverage?“
If you’re wondering how to turn great PR coverage into measurable business results, you’re asking exactly the right question. And you’re not alone – this is the #1 opportunity that forward-thinking companies are capitalizing on.
That’s exactly what happens when you combine strategic PR with performance digital marketing – a methodology we call “Full-Funnel Digital PR™.” We take the foundation of strategic PR and systematically amplify it through performance digital marketing to generate measurable business pipeline.
That same piece of coverage now generates qualified leads for months. You can track exactly which prospects engaged with your coverage and turn them into sales opportunities. You can prove that your PR investment generated $2.3 million in measurable pipeline.
The Challenge of Traditional PR
Conecting Coverage To Conversions
Here’s what happens with 99% of PR coverage:
Step 1
Secure great industry coverage
Step 2
Post about it on social media & website
Step 3
Wonder about the impact
The Result?
Even the best coverage doesn’t correlate to business impact.
Why PR is Disconnected from Pipeline
Traditional PR has always worked for what it was designed to do: build credibility, shape narratives, and secure valuable media coverage. These fundamentals remain as important as ever.
But today’s business landscape demands more. With longer sales cycles, more complex buying committees, and increased competition for attention, companies need to maximize every marketing investment.
Here’s what the most successful companies have discovered: the real opportunity isn’t in getting better coverage – it’s in systematically amplifying the coverage you secure.
The gap isn’t in the PR itself – it’s in what happens after the coverage is secured.
This is why most companies struggle to prove PR’s business impact – because they stop at coverage, not conversion.
What Makes Full-Funnel Digital PR™ Different
The best companies don’t just get featured – they systematically turn that coverage into business pipeline.
Full-Funnel Digital PR doesn’t replace traditional PR – it supercharges it. Think of it as adding a performance marketing engine to your existing PR foundation.
Here’s how the most successful companies are maximizing their PR investment:
The result? PR coverage that generates measurable business impact for months, not days.
Why Full-Funnel Digital PR™ Works
The Science Behind the Results
Credibility Multiplier
Traditional PR creates credibility. Full-Funnel Digital PR multiplies that credibility’s business impact.
When prospects see your coverage in a respected publication, they develop initial trust. When they then see that same coverage promoted through multiple touchpoints – LinkedIn ads, email campaigns, retargeting – the credibility compounds.
This multi-touch approach doesn’t diminish the coverage’s authenticity; it ensures more of your target audience actually sees and engages with the credible content your PR team worked hard to secure.
Precision Targeting
Great PR coverage often reaches a broad audience, but your ideal customers represent only a small percentage of that reach. Full-Funnel Digital PR allows you to take that credible content and deliver it precisely to your target market.
For example, if your manufacturing company gets featured in Industry Week, you can:
> Target the article specifically to manufacturing executives at companies with 100-500 employees
> Focus on specific geographic regions where you’re expanding
> Reach decision-makers who have visited your website in the past 90 days
> Exclude current customers to focus budget on prospects
This precision targeting ensures your PR investment generates maximum business impact.
Conversion Optimization
Traditional PR creates awareness, but Full-Funnel Digital PR creates action. By adding optimized conversion paths to your coverage amplification, you transform passive readers into active prospects.
This might include:
> Coverage-specific landing pages with relevant next steps
> Lead magnets that build on coverage themes and insights
> Multi-touch nurturing sequences with coverage context
> Sales enablement tools with coverage-based conversation starters
Measuring Full-Funnel Digital PR™
Beyond Basic Metrics
Full-Funnel Digital PR metrics that measure business impact.
Traditional PR Metrics
What Everyone Measures:
While valuable and worth tracking, these metrics don’t correlate with business results.
Full-Funnel Digital PR
Business Impact Measurements:
Ready to Multiply Your PR Investment?
If you’re interested in maximizing your PR with bottom-line impact, Full-Funnel Digital PR could be the missing piece of your marketing strategy.
Get Your Full-Funnel Digital PR™ Strategy Session
Book a 45-minute strategy session where we’ll:
The PR to Pipeline™ Methodology
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