What is the PESO Model everyone is talking about?

PESO Model is implemented when a campaign is executed by a PR organisation to achieve its aims and objectives. It is an acronym that stands for ‘Paid’, ‘Earned’, ‘Shared’ and ‘Owned’ media.

PESO model is a strategy that is framed after breaking down every aspect of media communication into four categories. This model helps to deliver integrated marketing programmes, establish brands as leaders in the market, and also extends reach of the brand.

Gini Dietrich is the creator of Peso Model and also the founder of Spin Sucks. This model was founded by her in 2009. It is mainly used as a public relations tool only, but it can even be applied in marketing tactics. PESO Model when applied wisely can give measurable results that will benefit organisations. The four types of media include:

1. Paid Media

Paid Media in Public Relations practice stands for sponsored content, social media advertising, influencer marketing, email marketing and PPC (pay-per-click). PR strategy requires focusing on the needs of the target audience and a way to reach through them. In the Paid Media category of the PESO Model, the channels chosen to place the message are paid and they control its distribution. Public Relation practitioners use paid media as a mainstream tool. The reason for paid integration is influencers, algorithms and amplification. The control is in the hands of practitioners about the outcome because of planning and predictive analytics.

2. Earned Media

Earned Media is a traditional practice of the public relations industry. In this category, press releases or stories are pitched to the third party such as journalists, influencers or analysts who recreates content for their own audience. Earned Media will help the brand find its mention in newspapers, magazines, podcasts, radio, TV and trade publications which will help for wider reach to its audience. This category is also about relationship building.

3. Shared Media

Shared Media is the main element in the public relation industry nowadays. Social Media is used by a majority of consumers. In shared media, one also has to interact with their audience on social media and boost brand awareness. Brand also has to keep Instagram or Facebook live sessions and can also keep discussion with its audience on Twitter or LinkedIn. The content featured should be user generated as it creates user engagement with the community.

4. Owned Media

Owned Media is the content which is generated by the brand itself on their website or blog. It is the most distinct category in the PESO Model. The company creates its own content and publishes it on their own site or blog and not on social media. In this category, the website of the company has blog posts, original content, infographic sessions and videos as it is fully in hands on the company. Owned Media is also one of the most essential categories in the PESO Mode.

All in all, the PESO model can definitely help any brand, if all categories are used at the right time and at the right place.