The PR funnel is a visual tool that shows the stages of the communication path of a given organization and campaign, from the awareness raising stage to the public relations stage. Practice shows that PR professionals usually use PR tactics that represent exactly such a sequence. The PR campaign focuses on creating valuable content to be published by journalists, and this is the first phase of the communication process, i.e. the "funnel". However, this is not the end of the influence that PR has on the path of an individual consumer. Indeed, PR professionals use various media tools to influence potential consumers, as can be seen in the matrix shown. For more information, visit this link.