The PESO Model, or Paid-Earned-Shared-Owned Media, is the framework public relations professionals use to plan and implement marketing communications campaigns. The model breaks down traditional silos between advertising, PR, and digital marketing. It also provides a method for creating cross-channel consistency by identifying how each channel works together to create brand visibility.

Paid media encompasses any form of paid advertising, including social media ads, pay-per-click ads, and boosted content. The goal of paid media is to gain immediate exposure and increase the reach of a brand. It’s an effective way to quickly increase visibility and generate buzz, but it’s important to track metrics such as click-through rates, opt-ins, and media equivalencies to demonstrate the value of the campaign.

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Earned media is a broader sphere that includes public relations efforts, industry thought leadership and word-of-mouth recommendations. It’s a crucial element of the PESO model because it provides an opportunity to establish authority and credibility in the market. This helps to create trust and loyalty for the brand.

Shared media is a newer sphere of influence that encompasses social media platforms and user-generated content (UGC). The goal of shared media is to foster dialogue, engagement, and virality by sharing owned media on the channel or promoting earned media on the platform.

Owned media is the final pillar of the PESO model and it includes any content that a business owns and controls. It’s an important component because it allows a company to control the messaging and tell its story in the way they want it told. Examples of owned media include a website, videos, podcasts, and e-books.

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