5WPR, one of the largest independently owned PR firms in the United States, has introduced a restructured consumer communications strategy aimed at tightly linking earned media efforts with e-commerce performance. This new approach reflects the changing expectations of modern consumer PR-where storytelling must not only build brand affinity but also directly support purchase behavior.
The evolved framework blends traditional public relations with performance-driven digital strategies, helping brands better capitalize on media coverage within a commerce-first landscape. By merging brand storytelling, targeted media outreach, and conversion-oriented messaging, 5WPR’s consumer division now delivers more impactful campaigns that influence the entire sales funnel-from awareness through to transaction-across both DTC and retail channels.
“Consumer brands today are operating in a world where awareness is no longer enough. Media coverage must influence both perception and purchase,” said Leigh Ann Ambrosi, Managing Partner and EVP, CPG & Lifestyle at 5WPR. “We’ve developed a smarter, more agile way to build relevance, increase discoverability, and ultimately impact the path to purchase.”
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As artificial intelligence plays a growing role in how consumers search for products, seek recommendations, and make buying decisions, the influence of earned media is expanding. AI-generated summaries, voice assistants, and GenAI search tools increasingly prioritize authoritative, third-party content. This shift makes high-quality PR coverage from credible outlets even more critical for brand visibility and consumer trust.
5WPR’s reimagined consumer communications model is designed with this evolving ecosystem in mind. Rooted in strategic storytelling and amplified by intelligent distribution, the agency’s approach supports a full-funnel marketing strategy-whether for a product launch, seasonal push, or brand loyalty campaign.