The PESO Model is a strategic framework used in marketing and public relations to categorize media into four types: paid, earned, shared, and owned. It was created by Gini Dietrich in her book Spin Sucks (2014)[1] and has since become widely adopted in the marketing communications industry.[2] The model integrates different media channels to create a more holistic marketing approach. The PESO Model was developed in response to the changing landscape of media and the convergence of different types of media.[3] The claim is made that using the PESO Model, communicators can more efficiently raise the visibility of a brand, boost audience engagement with online content, and improve brand trust.[4][5]

The PESO Model consists of four components:

  • Paid Media: Content that is paid, including social media advertising, sponsored content, and email marketing.
  • Earned Media: Content related to a person or organization that is published by a third party without any form of payment to the publisher.
  • Shared Media: Content that is shared on social media platforms, fostering engagement and interaction.
  • Owned Media: Content and channels that a company controls, such as websites, blogs, and branded social media accounts.[6]

References

  1. ↑ Dietrich, Gini (2014). Spin sucks: communication and reputation management in the digital age. Indianapolis, Ind: Que Publishing. ISBN 978-0-7897-4886-7.
  2. ↑ Turgeon, Valerie (2023-04-04). "PESO Model for PR: Paid, Earned, Shared, Owned Media". Brandpoint. Retrieved 2023-11-17.
  3. ↑ Kitterman, Ted (2022-02-24). "What PR has to offer marketing strategy and tactics". PR Daily. Retrieved 2023-11-17.
  4. ↑ Thabit, Mark; June 08, Cision; 2015. "How PESO makes sense in influencer marketing". www.prweek.com. Retrieved 2023-11-17. {{cite web}}: |last3= has numeric name (help)CS1 maint: numeric names: authors list (link)
  5. ↑ Robinson, Steve (2021-06-10). "What is the PESO Model for Marketing?". Brilliant Metrics. Retrieved 2023-11-17.
  6. ↑ Gunelius, Susan (2017-08-07). "Which Marketing Communications Model Should You Choose?". Entrepreneur. Retrieved 2023-11-17.

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