Public Relations is often seen as a top-of-funnel tool—generating buzz, earning media, and driving initial interest. But in today’s era, where brand perception is built in moments and loyalty is won through trust, PR is more than just press releases and product launches. It has become a dynamic force that supports every stage of the buyer journey, guiding audiences from the initial spark of awareness to lasting brand advocacy.
Today’s consumer is more discerning, more connected, and more influenced by stories than ever before. They crave meaning, not marketing. It’s not about who’s loudest—it’s about who resonates. Strategic communication now plays a pivotal role across the entire consumer lifecycle, shaping perceptions, earning trust, and inspiring action.
This is where PR in the buyer journey becomes more than just visibility—it becomes influence. PR helps brands speak with intention at every buyer stage, ensuring that no matter where a consumer stands, there’s always a clear, credible story waiting to meet them.
1. Awareness: The Moment You Make a Mark
Every journey begins with a first impression that matters. The first headline, the unexpected shoutout, the article that catches the eye. In a digital age flooded with content, a well-placed feature or earned media win can be the difference between brand discovery and being overlooked entirely.
Effective PR starts with strategy, not noise. It’s about shaping the narrative early and placing it where people are already paying attention. Think of it as your opening statement to the world: curated, intentional, and credible.
At the awareness stage, PR sets the tone and builds the stage. It’s about getting in front of the right audience at the right time, with a story that sticks.
The goal isn’t just visibility—it’s credibility:
- Editorial placements in relevant outlets
- Strategic influencer introductions and partnerships
- Newsworthy announcements and thoughtfully timed launches
- Social listening to identify emerging conversations
Earned media offers social proof. When a potential customer sees a product featured in a trusted publication or recommended by someone they follow, it plants a seed of interest rooted in trust.
PR tells stories, not just sells solutions—they create curiosity, build intrigue, and set the tone for deeper engagement.
Example: Piccolo PR secured editorial features for Project PARGO in some of Australia’s leading publications, spotlighting their innovative insulated drinkware. This editorial positioned the brand front and center, sparking interest from consumers seeking sustainable, high-quality products, and generating an immediate buzz within their target market.
Transition into Consideration:
Once awareness is sparked, curiosity takes root-and PR seamlessly shifts from creating buzz to building deeper emotional connections.
Also Read – The Psychology of Brand Awareness: Why Familiarity Breeds Trust
2. Consideration: Building Connection Through Storytelling
Once awareness is sparked, curiosity follows. This is when you’re already on the radar, and it’s time to build trust. Customers in the consideration phase aren’t just skimming headlines—they’re searching, comparing, and questioning.
PR supports this phase by layering brand narrative, values, and relevance to nurture emotional alignment. It’s no longer just about visibility—it’s about relatability.
- Founder profiling that spotlights purpose and innovation
- Case studies and customer success stories
- Thought leadership in industry conversations
- Strategic partnerships that reflect audience alignment
This is where “behind-the-scenes” PR becomes powerful—by sharing the “why” behind the product or service to humanise the brand and deepen emotional connection.
Example: For Kids Home Fashion, Piccolo PR developed founder-focused interviews and behind-the-brand media pieces that showcased their commitment to functional, beautiful nursery design. These insights helped nurture emotional alignment with style-conscious parents.
Transition to Decision:
Now that trust is growing, it’s time to cement the decision-reinforcing confidence and budding the buyer toward commitment.
3. Decision: Affirming the Choice
The decision stage is delicate. Buyers are leaning in—but even then, hesitation can creep in.
This is where PR becomes a tool for reassurance. It reinforces the decision to engage through credibility, proof, and consistency. Trust becomes the final nudge that closes the gap between intent and action.
Public Relations helps to remove doubt and reinforce confidence through:
- Reviews and testimonials in credible publications
- Endorsements from respected figures
- Case studies and data-driven storytelling
- A unified message across all touchpoints
A smart PR strategy plays a dual role: it builds trust and removes risk, ensuring the brand remains confident when it counts most.
Example: For Olli Ella, Piccolo PR secured key editorial placements in high-profile publications like The Sydney Morning Herald, Australian Women’s Weekly featuring their sustainable and stylish products. These media placements reassured potential buyers, providing the social proof they needed to make a confident purchase decision.
Transition to Loyalty:
Once customers say yes, PR doesn’t fade—it evolves again, helping brands stay visible, consistent, and connected.
4. Loyalty: The Ongoing Relationship
After the sale, many brands go quiet—but PR doesn’t. Once a customer has bought in, staying connected is key. Consistent storytelling post-purchase reinforces their decision and keeps the brand top of mind.
Retaining attention is just as crucial as capturing it. PR keeps the relationship evolving through meaningful engagement.
- Newsletters and content drops
- Brand updates that feel conversational
- Campaigns that invite customers to participate
- Storytelling that evolves with the brand journey
PR often gets credit for building buzz—but not enough for building belonging. It creates a drumbeat of visibility that invites customers to stay close, continue engaging, and deepen their bond. PR plays an active role in ongoing conversation, helping audiences stay informed and involved-not just sold to.
Example: For Luxey Cup, Piccolo PR positioned the brand as a leader in ergonomics, health, and sustainability, aligning with lifestyle, wellness, and eco-conscious values. Over 12 months, we secured consistent media coverage in relevant print and online publications, highlighting the health benefits and environmental ethos of Luxey, helping to keep existing customers engaged and reinforcing brand loyalty.
Transition into Advocacy:
And when loyalty runs deep, PR becomes the bridge that transforms satisfied customers into vocal brand advocates.
5. Advocacy: Turning Customers into Champions
The end goal of a strong brand isn’t just a sale—it’s a supporter and commitment. Someone who doesn’t just use your product but champions your mission.
This is where brand advocacy through PR becomes a driving force. Brand advocacy happens when customers believe in the brand mission and value as much as the product, intentionally.
PR fuels advocacy by elevating community voices and turning user loyalty into public visibility:
- UGC campaigns and customer ambassador programs
- Media angles that spotlight community stories
- Brand collaborations that feature real customer voices
- Co-created stories or testimonial-led content
Brand advocates want to feel seen and valued. PR offers the platform to showcase them—whether that’s a spotlight in a media feature or a role in your next product launch.
Advocacy is where full-funnel PR comes full circle. From media buzz to emotional bond, it’s how brands turn visibility into community—and customers into loyal followers.
Example: For SHHH Silk, Piccolo PR elevated both the brand and founder Olivia Carr through strategic media placements, increasing her visibility across TV, print, and global business outlets. Additionally, we secured high-profile endorsements from celebrities like Khloe Kardashian, Kylie Jenner, and Gisele Bündchen, further amplifying SHHH Silk’s reach and credibility. These collaborations not only kept the brand in the public eye but turned satisfied customers into vocal advocates, further solidifying SHHH Silk’s position as a luxury brand synonymous with quality and style.
Check Out – How PR Helps in Building Brand?
A Full Funnel Strategy: Why PR Belongs in Every Stage
Traditionally, marketing focused on conversion, and PR focused on awareness. But that model no longer reflects how people engage.
Today’s consumers don’t move in straight lines—they circle back, explore multiple touch points, and seek out stories that resonate. That’s why a full-funnel PR approach isn’t optional—it’s essential.
By aligning PR with each stage of the buyer journey, brands can:
- Speak with relevance, not just reach
- Nurture interest beyond the initial click
- Build brand enquiry, not just sales numbers
- Earn long-term loyalty through consistent storytelling
From first glance to full-blown advocacy, every interaction is an opportunity to connect. Strategic PR has the power to shape perception, build trust, and turn moments into momentum.
So whether a customer is discovering your brand, considering their options, or championing your cause—PR is there, at every stage, creating connection.
When PR supports the entire journey, it doesn’t just drive awareness—it builds belief.
