PESO model

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 PESO Model consists of four components:

  • 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.[3]

References

  1. ^ Turgeon, Valerie (2023-04-04). "PESO Model for PR: Paid, Earned, Shared, Owned Media". Brandpoint. Retrieved 2023-11-17.
  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. ^ Gunelius, Susan (2017-08-07). "Which Marketing Communications Model Should You Choose?". Entrepreneur. Retrieved 2023-11-17.

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