PESO model

The PESO Model Explained

The PESO model is a comprehensive approach to organizing and understanding different categories of media and how they intersect in the modern communication landscape. 

The acronym "PESO" stands for Paid, Earned, Shared, and Owned media and was coined in 2014 by Gini Dietrich, Founder and CEO at Spin Sucks. It represents distinct types of media channels with their own sets of strategies, advantages, and challenges. This model is widely used in Public Relations to leverage various media channels, thereby optimizing the reach and impact of a brand's message.

Paid Media

Paid media refers to any media exposure that is purchased by a company. This could include traditional advertising, sponsorships, or digital forms like pay-per-click advertising or sponsored content. It allows brands to target specific audiences and ensure that their content is visible in crowded markets. Examples of paid media include online display ads, video ads, social media promotions, and influencer partnerships, all aimed at boosting brand visibility and driving traffic.

Earned Media

Earned media is publicity or coverage that a brand receives without directly paying for it. This can include media coverage, social media mentions, product reviews, and other forms of third-party endorsements. Earned media is powerful because it carries a sense of authenticity and trust, being voluntarily given by others. This type of media can result from strategic outreach, well-crafted content that gains attention, or word-of-mouth endorsements from satisfied customers or industry leaders.

Shared Media

Shared media mainly encompasses social media, where brands and consumers share content to extend its reach. Shared media involves platforms like Facebook, Instagram, LinkedIn, and TikTok, where engagement with followers and the creation of viral content can significantly enhance a brand's presence. Brands often encourage user-generated content and participate in community discussions to foster a more robust, engaged following. Engaging audiences through these platforms helps to build trust and increase reach, as followers share and discuss the content.

Owned Media

Owned media refers to any media channel a company has full control over. This includes company websites, blogs, email newsletters, and proprietary content like videos, webinars, podcasts, and mobile apps. Owned media is essential for establishing a brand's voice and authority, allowing for direct engagement with audiences. The creation of high-quality, SEO-optimized content helps enhance visibility and credibility, contributing to a strong online presence.

Why the PESO Model Exists

The PESO model was created to integrate these four types of media and overcome the limitations that each type might present if used in isolation. According to Gini Dietrich, the four types should be viewed as the corners of a pyramid, where each component supports the others to build a more effective, cohesive communication strategy. This structure enables PR professionals to connect their work directly to business outcomes, addressing one of the most challenging aspects of PR: demonstrating tangible results.

Implementing the PESO Model

To implement the PESO model effectively, PR professionals should begin by understanding their target audience and identifying which types of media will resonate most. For instance, a tech startup might focus on paid partnerships with tech blogs (Paid media), reaching out to journalists for news coverage (Earned media), fostering discussions on LinkedIn (Shared media), and maintaining an informative blog (Owned media).

Conclusion

Leveraging the PESO model can transform a PR strategy from a single-channel approach into an integrated plan that maximizes outreach and engagement across various platforms. This multifaceted method not only amplifies the message but also enhances credibility, trust, and long-term brand loyalty. PESO model is studied in detail at the PR strategy workshop by Julia Petryk.