The PESO model, created by Gini Dietrich, enables the design of integrated communication strategies and campaigns. Want to know more? Read here.
The PESO Model is a model designed by Gini Dietrich, writer and founder of the Public Relations Agency Spin Sucks, which aims to promote interaction between the various areas of marketing and communication in a symbiosis of interaction that allows the design of integrated communication strategies and campaigns.
To that end, it is divided into four major areas of action:
Paid Media
Encompassing all advertising tactics and brand activation initiatives that are paid for brand promotion. Often associated with advertising, paid media refers to channels where the brand must pay to disseminate its content (television, radio, newspapers, magazines, billboards, websites, social networks, etc.).
Any direct monetary investment to promote a message is considered paid media. Digital Paid Media channels include banners, Pay Per Click (PPC), search ads, sponsorships, sponsored links, and pay-per-post blogging.
The common factor across all these channels is that they represent a form of advertising that requires media buying. Gini Dietrich, in an article published on her blog in 2020, points out that paid media is often viewed in isolation, when in reality, its impact can be greatly enhanced by integrating it with owned media channels.
Earned Media
Includes all actions and tactics developed to ensure the brand and organization are communicated by third parties spontaneously and as a relevant source of information, as is the case through Public Relations strategies and tactics.
Earned Media has a high level of credibility with audiences, and its contribution to the success of initiatives is well-known. However, it also presents some challenges, such as a lack of control over the content, as well as difficulty in measuring its reach and assessing its true impact. Measurement is key when evaluating the results of any action.
The famous "word of mouth", when the consumer becomes the brand's dissemination channel without the need for investment, is the most valuable with regard to awareness and reputation. Earned media also includes bloggers and other influencers who can share content spontaneously and are highly valued by audiences.
Earned media can be a share on social platforms, an opinion article in the press, or a product review in an online store. Public Relations requires time and space and anticipates long-term results.
Shared Media
As the name suggests, this is the area where content sharing reigns supreme, using social channels and social sharing tactics to promote the brand.
These are media and channels where sharing occurs by key stakeholders of our organization. It is not easy to get the community to share our content, but companies also need to understand that being on social media does not mean there is direct interaction with the company.
It is necessary to develop a strategy that consists of creating consistent, coherent, and frequent content so that people identify with the company. These efforts should be optimized according to the objectives, with a focus on analyzing clicks and conversions.
With relevant content, a company's social media profiles can reach thousands of users who will click, download, or share their content. It is important to consider choosing the social networks that best adapt and align with the reality of each audience, meaning companies should be present on the networks where their audience is.
Owned Media
These are the brand's own channels, where the brand can control its entire content production process, as well as share information. Many brands have used content marketing strategies with the creation of their own media platforms, such as websites, blogs, resource centers, and multimedia. The content marketing tactics developed are focused on the brand, the capabilities of the brand's offering, and the results for its audience.
Within the PESO Model, the Owned Media area does not include the brand's profiles on social networks due to issues of rights management and control of the distribution channel, which is carried out by third parties (entities that own and manage the social networks). Although the published content may belong to the brand, the brand does not control its distribution and maintenance, which is the responsibility of the social network.
Another similar marketing model, POEM, is commonly known, which does not distinguish between the areas of Shared Media and Owned Media, arguing that the direct action is carried out by the brand's marketing teams on their own channels and on digital channels such as social networks.
