A digital marketing funnel is how audiences discover a brand through awareness processes, get to know the company, and eventually become comfortable purchasing from that company. Digital marketing sparks conversations and converts audiences into buyers through compelling storytelling.
It can include content marketing—which uses storytelling to drive brand awareness—email marketing, online advertising, and affiliate marketing to get a company’s name out. Public relations that drives earned media is also an essential part of the digital marketing mix.
Durée & Company is a full-service public relations, communications, and digital marketing agency that builds integrated strategies that weave media relations, thought leadership, social media, influencer and ambassador partnerships, content creation, and email marketing together to strengthen each phase of the funnel.
Earned media can drive a higher ROI than paid media even in today’s digital landscape where consumers have more platforms than ever to learn about a brand. That’s likely due to consumers being more likely to trust earned media recommendations over traditional ads. The right public relations agency knows how to integrate a brand’s message seamlessly across all platforms, so the user is consistently reminded of its values, offerings, and services.
Driving Awareness
PR positions a brand as credible through earned media efforts that show up on news segments, in magazines, in online articles, and social media posts. It takes dedicated work and time from public relations professionals to build relationships with journalists that result in ongoing media coverage.
It’s not simply about securing one strong media hit and resting on the laurels of that exposure for the year. Consistent media coverage and improved brand visibility through multiple outlets reinforce brand recognition across both digital and traditional channels.
Expanding Reach
While having media cover a launch or share a brand’s business story is great press, exposure in digital media is more than that in 2025. One recent survey found that consumers spend about six hours a day on entertainment and content consumption, and that time is spent watching TV shows or movies, using social media, listening to music, watching user-generated content, playing video games, and listening to podcasts. That means there are more opportunities to reach various audiences, but the message can’t be “plug-and-play.” A full-service public relations agency with vast knowledge of each medium can ensure the brand gets recognition across each platform in a strategic way.
An experienced agency like Durée & Company also knows how to maximize the value of earned media by repurposing it.
Durée & Company amplifies earned content across channels with a performance-driven PR plan and digital marketing campaign for each client. As the landscape evolves, content creators—ranging from influencers to brand ambassadors and subject-matter experts—have become essential voices in digital storytelling.
The influencer marketing market is expected to surpass $22 billion this year. Some brands are convinced the leads that come from influencer marketing result in higher-quality customers than those acquired from other forms of marketing efforts.
Partnering with a full-service agency that understands the content creation ecosystem—from social media collaborators and brand ambassadors to expert contributors—gives brands a leg up when it comes to driving social discovery and engaging new audiences in a meaningful way.
Shaping the Brand Story
Another way brands are getting their story out there is by telling it, directly from senior executives’ mouths and sharing it on their social accounts. It’s a form of thought leadership positioning that helps prospects understand the company’s value. Durée & Company can help executives with narrative development by writing bylined articles, securing speaking engagements, and curating a presence on relevant social media platforms like LinkedIn to build credibility and relationships that generate leads. Thought leadership content is how leaders at a brand can show off their expertise in a way that lends authenticity and occasional vulnerability to build trust and help shape a brand story.
Validating the Purchase Decision
When potential customers are weighing a purchase, third-party credibility matters. That’s why PR is such a powerful tool in digital marketing. Positive press from a trusted media outlet or industry expert can serve as social proof and help validate a buyer’s decision. When a brand consistently earns media coverage across respected platforms, that coverage becomes highly searchable and shareable content that reinforces trust. Durée & Company helps clients strategically integrate this earned media into websites, newsletters, and throughout their sales funnels. This helps prospects see that others have endorsed the brand and feel more confident making a purchase.
Ensuring a Brand Stays Relevant
Curating an ongoing public relations strategy that delivers media coverage throughout the year reinforces customer loyalty post-purchase. After all, existing customers tend to spend more than new customers. This ensures a brand stays top-of-mind with consistent visibility and engagement strategies.
PR can support customer retention through carefully crafted communication that includes impact stories, milestone moments, and authentic connections with the target audience. A public relations agency can distribute media coverage through social channels, and newsletters, add it to the company’s testimonials page, and use it as a springboard for securing future media opportunities.
How Durée & Company Stands Out with Digital Marketing
Public relations powers every level of the digital funnel — and Durée & Company designs media strategies that deliver full-service public relations and media relations, influencer and ambassador partnerships, strategic digital marketing and content amplification, thought leadership and executive visibility, community alignment and cross-promotional opportunities.
PR isn’t a “nice to have” element in the business. It’s the curated, strategic advantage that sets brands apart from the competition. Ready to fuel your digital marketing funnel with the power of PR?
Contact Durée & Company today to start building your custom strategy.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
