Do you think the perception of PR as an awareness tool is outdated? What is PR's role in that funnel that's no longer a model or a funnel anymore?

I think it is quite an update.

I think, you know, PR in its essence has always served a purpose in terms of building credibility, managing reputation, building trust with audiences.

And I think that can really span all levels of the funnel that may or may not exist anymore.

But I think the role of PR is so much more now in terms of shaping brand narrative and using it as a tool to really deliver brand messages to audiences in a way that is both compelling and very much aligned with the values of that specific organization.

So I think where PR can really help in terms of paid activation is it builds that longer term trust signal for the audience.

And it really works in terms of creating a fertile ground for customers to buy into a brand and to build on that brand affinity.

What are you hoping to see in that?