Social:PESO model

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Short description: Marketing communications industry framework

The PESO Model is a strategic framework used in marketing and public relations to categorize media into four types: paid, earned, shared, and owned. The model describes the use of different media channels in organizations' marketing approach, and has been widely adopted in the marketing communications industry.[1][2]

The term was coined by Gini Dietrich in her book Spin Sucks (2014) in recognition of the changing landscape of media and the convergence of different types of media.[3][4][5]

The PESO Model consists of four components:

The PESO Model
  • 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. ↑ Turgeon, Valerie (2023-04-04). "PESO Model for PR: Paid, Earned, Shared, Owned Media" (in en-US). https://www.brandpoint.com/blog/earned-owned-paid-media/. 
  2. ↑ Macnamara, Jim; Lwin, May; Adi, Ana; Zerfass, Ansgar (September 2016). "‘PESO’ media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas" (in en). Public Relations Review 42 (3): 377–385. doi:10.1016/j.pubrev.2016.03.001. https://linkinghub.elsevier.com/retrieve/pii/S0363811116300248. 
  3. ↑ Dietrich, Gini (2014). Spin sucks: communication and reputation management in the digital age. Indianapolis, Ind: Que Publishing. ISBN 978-0-7897-4886-7. 
  4. ↑ Thabit, Mark (June 8, 2015). "How PESO makes sense in influencer marketing" (in en). PRWeek. https://www.prweek.com/article/1350303?utm_source=website&utm_medium=social. 
  5. ↑ Kitterman, Ted (2022-02-24). "What PR has to offer marketing strategy and tactics". https://www.prdaily.com/what-pr-has-to-offer-marketing-strategy-and-tactics/. 
  6. ↑ Gunelius, Susan (2017-08-07). "Which Marketing Communications Model Should You Choose?" (in en). https://www.entrepreneur.com/growing-a-business/which-marketing-communications-model-should-you-choose/298302. 

External links



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