The PR industry has often struggled to show its worth because, as many professionals can relate to, it is hard to put a price on media relations, let alone demonstrate its value and investment to clients.
However, it’s not all bad news! The PESO (paid, earned, shared, owned) model, which was developed by Gini Dietrich, author of Spin Sucks and a leading voice in the PR industry, has been heavily championed as being a reliable tool for PR professionals to help plan integrated campaigns (hooray!).
The PESO model is commonly used in campaign planning, outlining the various forms of media and how they can be used to achieve the end results. It is also a useful tool for showing the relationships between media channels, with each platform playing a significant role in a campaign.
The PESO model stands for:
Paid: paid for content which is featured in a chosen publication or messages promoted to a select audience, such as advertorials and sponsored social media content.
Earned: earned relates to every PR’s goal – media coverage published by journalists or publications and bloggers, expanding to investor and influencer relations too.
Shared: shared predominately covers all social media platforms including the most frequently used sites such as Twitter, Facebook and Instagram, to Pinterest, LinkedIn and YouTube. It is worth noting that social covers organic activity, not paid promoted posts (the P in PESO).
Owned: last, but certainly not least, we have owned media. This is commonly linked to a company’s own platforms such as website articles, newsletters, videos, podcasts, user-generated content, and case studies.
Photo credit: Spin Sucks
Each element of the PESO model interlinks, requiring PR and communication professionals to develop and implement a diverse skill set to get the best results for their client and to maximise on potential opportunities.
Repurposing content is a brilliant way to use the PESO model in your campaign plans. Have you written a great press release for your client? Update the content accordingly to be used on your client’s website, in their newsletter and shared on social media. To reinforce the messaging, paid for advertorials can also come in handy ensuring your content is seen by your target audience.
You could also develop the content further into a series of blogs, more in-depth reports or perhaps creating an infographic.
So, why should PRs embrace the PESO model? Adopting the PESO model will help to create a showstopping integrated communications plan, ensuring there is an adaptable and clear approach to reinforcing key messages across a range of core channels to deliver the required results.
Using the PESO model can also effectively map out all the elements of a communications strategy to help visualise how to get closer to the end desired goal, as well as quickly identifying all the relevant communication channels for a successful campaign.
If you liked this post, then you might also like to read 7 ways to improve your PR measurement.