We use the PESO Model to build continuity and consistency in your programs.
This model takes the four media types—paid, earned, shared and owned—and merges them together.
Paid media, in this case, doesn’t refer to big, fancy commercials and highly creative print ads. On the contrary, paid media for a communications program is social media advertising, sponsored content, and email marketing. Think Facebook ads, LinkedIn video ads (in beta now!), and Outbrain for content amplification.
Earned media is what you know as either publicity or media relations. It’s getting your name in print. Having a newspaper or trade publication write about you. Appearing on the noon news to talk about your product. It’s what the PR industry is typically known for because it’s one of the few tangible things we do. The ancillary benefit of earned media in today’s digital world is search engine optimization.
Shared media is what you know as social media. It’s evolving as well and continues to build beyond just marketing or customer service teams using it. Organizations have begun to use it as their main source of communications internally and externally. This is curated content, Facebook Live, and Instagram Stories. It’s putting the social back in social media by creating engagement and community.
Owned media is what you know as content. It is something you own, and it lives on your website or blog. You control the messaging and tell the story in a way you want it told. This is not hosting your content on Medium or Facebook Notes. It’s owning your content and the platform it lives on. You can use those platforms as outlets, but the reason it’s called “owned” is because you own it and are not renting it to anyone.
The overlap or combination of all four media types produces optimized content and opportunities to market your brand. If you use these in conjunction with one another, you will amplify messaging and multiply reach.