PESO_model

PESO model

PESO model

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. [1]
    Turgeon, Valerie (2023-04-04). "PESO Model for PR: Paid, Earned, Shared, Owned Media". Brandpoint. Retrieved 2023-11-17.
  2. [2]
    Macnamara, Jim; Lwin, May; Adi, Ana; Zerfass, Ansgar (September 2016). "'PESO' media strategy shifts to 'SOEP': Opportunities and ethical dilemmas". Public Relations Review. 42 (3): 377–385. doi:10.1016/j.pubrev.2016.03.001. hdl:10453/44050.
  3. [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. [4]
    Thabit, Mark (June 8, 2015). "How PESO makes sense in influencer marketing". PRWeek. Retrieved 2023-12-11.
  5. [5]
    Kitterman, Ted (2022-02-24). "What PR has to offer marketing strategy and tactics". PR Daily. Retrieved 2023-11-17.
  6. [6]
    Gunelius, Susan (2017-08-07). "Which Marketing Communications Model Should You Choose?". Entrepreneur. Retrieved 2023-11-17.
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