Mastering the PESO Model: How to balance media using this strategic framework

Over the years, the field of communications and the industries that fall under its vast umbrella have become more and more complex. It’s now more important than ever to have knowledge of a diverse array of channels and strategies to be successful. This entails that professionals in public relations must also be well-versed in digital marketing and social media, and vice versa.

Having this wealth of knowledge lays the foundation for strategic media coverage, placing Paid, Earned, Shared, and Owned (PESO) media at the forefront. Infamously known as the PESO model, this framework has become essential for successfully navigating any sector within the complex communications world.

P.E.S.O

PESO can be broken down and further defined below with the help of a recent article:

Paid Media: Channels where payment is made to disseminate messages and control their distribution.

Some examples include: Advertisements placed on social media platforms, influencer marketing, commercials, and display ads such as billboards.

Earned Media: Any form of media exposure that your business doesn’t directly pay for.

Some examples include: Press coverage such as news articles or interview segments, positive reviews or endorsements, and organic social media mentions.

Shared Media: Content posted on other people’s or companies’ social media channels without promotion or boosting.

Some examples include: User-Generated Content (UGC) and the sharing or reposting of a brand or company’s original content on other channels.

Owned Media: Channels you own and control as a company or brand.

Some examples include: Websites, blogs, applications, newsletters, and press releases.

The Benefits and Risks

Let’s look at some benefits and risks associated with each type of media coverage with the assistance of an article written by PR Lab:

Beginning with paid media, this media coverage offers the benefit of controlled distribution and targeted messaging. By investing in channels such as social media advertising, influencer partnerships, commercials, or display ads, businesses can reach specific audiences and amplify their message. However, the risk lies in the potential for overspending without guaranteed results and the challenge of maintaining authenticity in paid promotions.

Earned media on the contrary provides the advantage of credibility and trustworthiness as it is generated by third-party sources without direct payment. Press coverage, positive reviews, and organic social media mentions showcase the endorsement of others, enhancing brand reputation and visibility. Nonetheless, the unpredictability of earned media means businesses have limited control over the narrative and may face negative publicity or lack of coverage.

Shared media fosters engagement and community-building by encouraging user interaction and content sharing across social media platforms. User-generated content and the reposting of brand content by others amplify reach and authenticity, driving brand advocacy. Yet, shared media carries the risk of losing control over messaging and potential misuse of content by third parties, leading to brand misrepresentation.

Lastly, owned media grants businesses full control over content and distribution channels, allowing for tailored messaging and direct communication with audiences. Websites, blogs, and newsletters serve as platforms for brand storytelling and thought leadership, establishing authority within the industry. However, the challenge lies in attracting and retaining audience engagement amidst the abundance of online content and the need for continuous upkeep.

These benefits and risks draw attention to the need for balance in order to have a credible yet controlled narrative that can satisfy both your customer base as well as your business or brand.

PR and PESO

Until recently, paid media took the spotlight in advertising endeavors, while earned media drove PR initiatives. However, in the modern landscape, it’s crucial to consider the roles of owned and shared media to achieve comprehensive coverage.

In PR, earned media will always take precedence since it represents the most authentic endorsement a company can receive, highlighting a trusted relationship. This in a sense replaces the need for paying people to say nice things about your client, because the work of establishing and maintaining relationships does this within itself.

There are some cases where there is a grey area in the types of media coverage being utilized in PR. For instance, a client might also receive coverage through individuals sharing their content or messaging, which falls under shared media. Additionally, PR occasionally overlaps with owned media, as the dissemination of messaging often begins with a press release, newsletter, website, or similar channels.

Keeping this in mind, it’s crucial to familiarize yourself with the PESO model, regardless of your position within the communications realm. It functions as an essential toolkit for navigating media coverage effectively. You can further customize it to align with your specific role, as well as the objectives and requirements of your clients or company, ensuring optimal success for a diverse array of needs.

Hi there! I’m Madison Morris.

I am a creative public relations and marketing strategist looking to make my mark on the communications industry.

I have a love for cultivating and facilitating relationships and a strong passion for uncovering growth opportunities. Let's work together to help your business thrive!