Evoke Strategy has announced the launch of Full-Funnel Digital PR™, a proprietary methodology designed to address the longstanding challenge of measuring the return on investment (ROI) in public relations. This innovative approach combines measurable attribution with digital amplification, enabling PR firms to track the tangible benefits of earned media and transform media coverage into a powerful campaign asset. By placing coverage directly in front of target audiences with trackable calls to action, the methodology drives greater awareness, engagement, and revenue.
Elizabeth Vocke, co-founder of Evoke Strategy, acknowledged the difficulty PR agencies have faced in quantifying the value of earned media, which has traditionally been attributed to less tangible benefits such as credibility, awareness, and implied endorsements. She explains that the Full-Funnel Digital PR framework systematically tracks PR impact, allowing these benefits to be supported by ROI-driven data and extending the coverage’s reach to the appropriate audiences over prolonged periods.
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According to the 2025 Cision/PRWeek Comms Report, 37% of senior communications leaders struggle to measure PR’s contribution to business outcomes, raising concerns about budget cuts and diminished strategic influence for PR initiatives. The biggest challenge identified was aligning PR metrics to revenue, with the risk that PR efforts could lose funding to channels offering clearer measurement, face difficulties justifying spend to CFOs and senior leadership, and miss opportunities for campaign optimization.
Evoke Strategy’s new methodology tackles these issues by seamlessly linking PR coverage to CRM systems, marketing automation, and analytics tools, while leveraging digital channels to amplify coverage with clear, measurable calls to action. The framework originated from real-world industry challenges where PR successes often stalled after coverage publication, failing to reach the right audience or connect to business results. Through testing and refining these amplification tactics, Evoke found that earned media could be repurposed as a campaign asset that generates measurable engagement and revenue—turning awareness into concrete value.
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The Full-Funnel Digital PR approach is particularly effective for B2B organizations with long sales cycles and complex purchasing journeys. It empowers firms across sectors like manufacturing, construction, technology, and professional services to link trade show coverage, thought leadership, and reputation-building content to tangible pipeline activity and revenue. Vocke summarized, “The marketing industry—PR in particular—has mastered storytelling and credibility building. What has been missing is amplification. When you put PR coverage in front of the right audience with a call to action, you start proving it converts.”
The methodology is available now through Evoke Strategy, which also offers a complimentary PR ROI readiness assessment and an interactive ROI calculator for companies interested in adopting the framework.
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