How to Use the PESO Model for Public Relations Marketing

Gini Dietrich, founder and CEO of Spin Sucks, created a framework that revolutionized the way organizations approach integrated communication strategies. It is the PESO model, which stands for Paid, Earned, Shared, and Owned media. 

These four types of media should ideally work together to maximize your outreach and engagement.

We’ll detail each element and guide you through how to effectively use them to enhance your brand’s public relations, visibility, and reach.

By understanding and implementing the PESO model correctly, you’ll be able to integrate different forms of media into one cohesive campaign seamlessly.

With this guide, we’ll break down each element of the PESO marketing model and provide actionable steps on how you can make it work for your business.

Let’s get started.

Key Takeaways

• The PESO model offers a strategic framework encompassing Paid, Earned, Shared, and Owned media, providing organizations with a comprehensive approach to integrated communication strategies.
• Implementing the PESO model involves understanding how different types of media work together synergistically to amplify outreach and engagement, creating a ripple effect that enhances visibility and credibility.
• Successful utilization of the PESO model requires setting clear objectives, understanding the target audience, developing compelling content innovation, leveraging social media, investing in paid promotions, earning media coverage, and consistently monitoring and adjusting the approach for optimal results.

What is the PESO Model?

The PESO Model is a strategic framework for integrated communication, public relations, and marketing, developed by Gini Dietrich, that combines four types of media: Paid, Earned, Shared, and Owned.

It provides marketing professionals with a comprehensive approach to reaching and engaging target audiences by leveraging various channels and media types.

Implementing the PESO model doesn’t mean using all forms of media simultaneously. It’s about understanding how they work together synergistically for better results.

For example, what starts as an advertisement (paid) might gain traction and get featured in an industry publication (earned), then shared across social platforms (shared), and finally linked back from your own website or blog (owned).

This ripple effect creates greater visibility and engagement than any single type of media could achieve alone.

Let’s get to know the first pillar: paid media.

Paid Media

Paid media is any form of advertising or promotional content that requires payment to reach a target audience.

It includes channels such as:

• sponsored content
• paid search advertising
• social media ads
• tv commercials
• print advertisements
• display ads
• sponsored posts
• pay-per-click campaigns
• influencer partnerships

You’re essentially buying exposure to get directly in front of your target audience. Paid media strategies give organizations control over messaging, audience targeting, and amplifying their reach to achieve specific marketing objectives.

It often provides immediate results because it places your content directly in the customer’s line of sight. However, this approach requires careful planning and budgeting, as costs can escalate quickly if not managed properly.

Also, remember that while a paid media campaign can significantly increase visibility, it doesn’t always guarantee engagement or conversion. For these aspects, the quality and relevance of your content still reign supreme.

Best Practices for Paid Media Strategy 

1. Choose the right channels Conduct better advertising research and select the most relevant channels for your business. Consider platforms like Google Ads, Facebook Ads, LinkedIn Ads, Instagram Ads, or YouTube Ads, depending on your target audience and campaign objectives.
2. Budget allocation: Determine your paid media budget based on your overall marketing budget and the potential return on investment. Allocate your budget strategically across different channels and campaigns, considering each channel’s reach, cost, and effectiveness.
3. Create compelling ad content: Craft compelling ad copy, visuals, and calls to action that resonates with your target audience. Use persuasive language, highlight benefits, and make visual ads appealing to capture attention and drive clicks.
4. Monitor and optimize: Regularly track the performance of your paid media campaigns. Track key metrics such as click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Use the data to identify underperforming campaigns or elements and make data-driven optimizations.
5. Landing page optimization: Ensure that your landing pages are optimized for conversions. Make sure they align with your ad messaging, have clear calls to action, load quickly, and provide a seamless user experience across devices. Test different landing page variations to improve conversion rates.
6. Retargeting: Implement retargeting campaigns to reach users who have previously engaged with your brand. Show tailored ads to these users to encourage them to revisit your website or complete a desired action.

Earned Media

Earning media coverage is like getting a gold star for your brand. It’s not something you can buy but something you have to earn through hard work and quality content.

This form of the PESO model represents publicity acquired through promotional efforts other than paid media advertising. It’s a spontaneous and organic promotion that elevates your brand’s visibility and credibility.

It might be a mention in a news article, a blog post written about your product, word-of-mouth referrals, or an influencer mentioning you on social- media channels. The key here is that it’s not directly under your control as other forms of media.

To effectively earn media, you must create high-quality content that resonates with your audience and makes others want to share it on their platforms.

This could mean producing thought-provoking articles, engaging videos, or compelling infographics telling your brand’s story.

More importantly, build strong relationships with journalists and influencers who can help amplify your message to reach a wider audience.

Engage in conversations relevant to your industry and pitch exciting story ideas to press outlets. Over time, these actions can result in positive mentions of your brand by third parties.

Now let’s probe another vital part of the PESO model: shared media.

Shared Media

Guess what? Thanks to the power of shared media, your brand’s popularity can skyrocket without spending a dime.

Shared media refers to the practice of sharing content through social networks and other platforms.

A few examples include:

• user-shared posts on social platforms like Facebook, Instagram, or Twitter promoting or supporting your products.
• customer reviews and ratings posted on online marketplaces such as Amazon or Yelp.
• videos created by fans highlighting unboxing experiences, product reviews, and tutorials featuring your products.

It is the digital equivalent of word-of-mouth marketing. It’s all about leveraging your audience’s network to increase your reach organically.

Tips for Maximizing Shared Media Reach

1. Create compelling and shareable content: Focus on producing high-quality, engaging, relevant content that stands out. It could be a photo, video, or any other form. Use eye-catching visuals, exciting captions, and storytelling techniques to captivate your audience.
2. Optimize for each platform: Different social media platforms have different requirements and algorithms. Optimize all your content for each platform by using the appropriate dimensions, hashtags, captions, and tags. This will enhance visibility and discoverability.
3. Leverage hashtags: Research and use relevant hashtags to expand the reach of your content. Hashtags help users discover your posts and allow you to tap into broader conversations and trends.
4. Encourage user-generated content: Inspire your audience to create and share content about your brand or message. User-generated content increases reach and fosters a sense of community and engagement.
5. Collaborate with influencers: Partner with influencers or relevant individuals with a large following and align with your brand values. Their endorsement and sharing of your content can significantly amplify its reach.
6. Cross-promote across platforms: Promote your content across multiple social media platforms to reach a wider audience. Share links to your content, teasers, or behind-the-scenes glimpses to pique interest and encourage cross-platform engagement.

Authenticity is key here. Audiences appreciate genuine interactions and meaningful content over forced promotional activities. So keep it real.

Owned Media

Now, you’re ready to take control and get the spotlight shining on your brand with owned media.

This aspect of the PESO model refers to any web property that you can control and is unique to your brand: websites, blogs, newsletters, white papers, e-books, infographics, basically anything that’s yours digitally.

Because these are properties you own and manage directly, they provide an unfiltered platform for your messaging and branding. You have complete autonomy here.

Strategies for Improving Owned Media Assets

• Content Strategy:

1. Define your target audience and create content that resonates with them.
2. Develop a content calendar to maintain a consistent posting schedule.
3. Focus on creating high-quality, valuable, and shareable content.
4. Incorporate a mix of formats such as articles, videos, infographics, podcasts, etc.
5. Optimize your content for search engines to improve visibility.

• Website Optimization:

1. Ensure your website has a clean, intuitive design that aligns with your brand.
2. Improve site speed and performance for a better user experience.
3. Optimize your website for mobile devices.
4. Use clear calls-to-action (CTAs) to guide visitors and encourage desired actions.
5. Implement search engine optimization (SEO) techniques to increase organic traffic.

• Email Marketing:

1. Build an email list by offering valuable content or incentives.
2. Segment your email list based on user preferences and behaviors.
3. Personalize email campaigns.
4. Use compelling subject lines and preview text to improve open rates.

• Social Media Presence:

1. Identify the social media platforms most relevant to your audience.
2. Develop a consistent brand voice and style across all platforms.
3. Share a mix of promotional and informative content.
4. Utilize social media analytics to understand which content performs best.

• Video Marketing:

1. Leverage the popularity of video content to engage your audience.
2. Create engaging and informative videos related to your niche.
3. Host videos on platforms like YouTube and embed them on your website.
4. Optimize video titles, descriptions, and tags for search engines.
5. Promote your videos through social media and email marketing.

• Community Building:

1. Foster a sense of community around your brand or industry.
2. Encourage user-generated content, comments, and discussions.
3. Consider creating forums or groups for deeper engagement.
4. Leverage influencer marketing.

Owned media is like owning a piece of the digital real estate market where you set the rules. Use this space wisely. 

Let us now bring all these components together for effective implementation.

How to Implement the PESO Model in Your Public Relations Strategy?

How can you effectively implement the PESO model in your PR marketing?

Implementing the PESO model into your marketing strategy requires a thoughtful, integrated approach.

Here’s a step-by-step guide on how to bring Paid, Earned, Shared, and Owned media together for effective marketing implementation:

Step 1: Set Your Objectives

Before you start, clearly define what you want to achieve with your marketing strategy. Your objectives could range from increasing brand awareness to driving sales or improving customer loyalty.

Step 2: Understand Your Audience

Identify who your target audience is. Understand their needs, preferences, and behaviors to help tailor your content and campaigns across all four media types.

Step 3: Develop Your Content Strategy (Owned Media)

Start by creating high-quality, effective content that your audience wants. This could be blog posts, videos, infographics, webinars, or newsletters. Make sure the content aligns with your brand and objectives.

Step 4: Leverage Social Media (Shared Media)

Promote your owned content on social media platforms where your audience is most active. Encourage your followers to share your content. Engage with your audience by responding to comments and messages.

Step 5: Invest in Paid Promotions (Paid Media)

Identify which pieces of content perform best and invest in promoting them through paid channels. This could be social media advertising, search engine marketing, sponsored posts, or display ads. Target these promotions to reach your desired audience.

Step 6: Boost Your Reputation (Earned Media)

Reach out to influencers, bloggers, or journalists in your industry who might be interested in your content. If they find it valuable, they might share it with their own audience, giving you free exposure. This also includes managing online reviews and ratings.

Step 7: Monitor, Measure, and Adjust

Track your results using analytics tools. Look at metrics like engagement rates, website traffic, lead generation, and sales velocity to assess the success of your strategy. Use these insights to adjust your approach as needed.

Step 8: Integrate and Repeat

The PESO model isn’t a one-time process but a cycle. Keep integrating your media efforts together across all four media types and adjusting your strategy based on results. Remember, consistency is key in building and maintaining a brand power.

Implementing a successful PESO strategy does require an initial investment in time and resources.

Still, when executed correctly, it can yield significant returns over time through increased visibility and engagement with audiences across multiple channels simultaneously.

It gives an edge over competitors who stick only to traditional methods. It allows greater flexibility to adapt to market conditions and trends without overhauling the entire plan from scratch.

Conclusion

The PESO model is a comprehensive digital marketing approach that covers all content promotion aspects. It has established itself as a vital framework for businesses in their digital marketing and communications efforts. The future of the PESO model is secured, as the digital marketing landscape continues to evolve and new platforms arise. As businesses seek ways to reach their target audiences effectively, the PESO model will remain a relevant and essential tool.

FAQs

Here are other frequently asked questions about the PESO model that we have not discussed above. These will help you further your research.