Why the PR Funnel Is Broken - And what comes next
Register here for the live session
For years, communications teams have been asked to fit their work into a familiar structure: the funnel.
Awareness at the top. Consideration in the middle. Conversion at the bottom.
But in reality, modern communications has never worked this way - and today, it works less like a funnel than ever before.
Audiences don't move in straight lines. They scroll, dip in and out, encounter brands across multiple platforms and are influenced by a growing mix of voices - from journalists and creators to podcasters and private communities.
So if the funnel no longer reflects reality, what does?
At epresspack, we've been exploring this question with some of the world's leading communications teams. One idea that increasingly resonates is a shift from funnels to “orbits” - where the consumer sits at the centre, surrounded by multiple, overlapping touchpoints.
In this model:
- Influence is non-linear
- Attention is fragmented
- And earned media plays a critical role in shaping perception - not driving immediate conversion
This raises some important questions for communications leaders:
- How do you create stories that are genuinely worth talking about?
- How do you ensure your message travels across different channels and voices?
- How do you measure impact when outcomes are not directly attributable?
- And increasingly, how do you ensure your content is discoverable in a world shaped by AI and new forms of search?
To explore these questions, we're hosting a live session with Joseph Brophy, Global PR & Communications Lead, Brands at Heineken.
Joseph will share how Heineken approaches:
- Consumer-first storytelling
- Cultural relevance and campaign design
- The role of influencers and alternative voices of influence
- Measurement challenges in global brand communications
- The evolving role of owned, earned, and shared content
This session is part of our ongoing expert series, designed to bring practical, real-world insight to the communications community.
👉 Join us on 30 April to rethink how modern comms really works.
