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The term PESO model may not mean much to you, but if you create content for your business or manage any aspects of PR or marketing, you will already be utilising this model in some way.

Nội dung chính

    What is the PESO
    model?P is for paidE is for earnedS is for sharedO is for ownedWhat’s the best PESO model combination for a successful PR strategy?The PESO model in actionUsing the PESO modelYour next stepsWhat does the peso model do?What is shared in peso model?What truyền thông are used in the peso model?What is the peso model of evaluating PR success?

Put simply, PESO takes in all important forms of truyền thông that are relevant to marketing and PR and combines them into a framework. Not only does the framework provide an overview of marketing tactics, but it also serves as a
helpful planning tool and enables you to look for opportunities that arise from the areas that overlap. Developed by Gini Dietrich, it’s a great tool to use when planning for the big picture. It also helps put in context the truyền thông channels that you use and how they work together.

What is the PESO
model?

Each letter represents a different form of truyền thông and the action it takes. It breaks down like this:

    P is for paid

    Perhaps the easiest to grasp, paid truyền thông refers to advertising that you pay for. Traditionally, this would have referred to TV, radio and print truyền thông ads, but the advent of social truyền thông has changed all that. Nowadays, a typical strategy takes in social truyền thông ads, advertorials, influencer marketing Google Ad campaigns,
    retargeting strategies and native ads (the kind that look natural on the platform where they appear), and any form of sponsored content. E-Mail marketing for lead generation falls under here as well.

    E is for earned

    The mainstay of traditional PR, and an area we have a strong focus on here AMBITIOUS, earned truyền thông refers to third party endorsements. This might include trực tuyến reviews,
    blogger and influencer relations, truyền thông mentions in newspapers, magazines and websites, link building and broadcast interviews. It takes in all the coverage that you don’t pay for, but that you have to work hard to get – hence why it’s called ‘earned’.

    S is for shared

    Shared truyền thông is often referred to as
    social truyền thông too, but we believe there’s a wider context play here. Yes, much of the sharing is done on social platforms, and this has become a key driver in the success of any PR strategy. However, a good PR plan will consider the partner networks that can be harnessed too. Partnerships, charity links and influencer engagement all play a part in ensuring those shares spread with meaning across social
    networking.

    O is for owned

    This means all the content that is owned by you, and that you have full control over. Owned truyền thông includes your company website, blogs, newsletters, reports, and white papers, and audio and video content. It doesn’t include social content. While it’s true that you produce the content that lives on your social channels, you don’t have ownership of it if that channel closes down. Your content marketing efforts sit here.

The
framework is summarised in the diagram below:

What’s the best PESO model combination for a successful PR strategy?

There’s no doubt that earned and owned truyền thông live in the heartland of PR. Not only that, but skilled PR professionals will still spend considerable time and energy developing these tactics
for their clients.

But to focus on these the exclusion of the others is to miss the point.

The truyền thông landscape has changed dramatically in the past decade, as has the PR industry, and a good PR plan will recognise the value of considering the PESO framework as a whole. The four parts may not have equal importance in every chiến dịch, but it’s likely they’ll play a part in some way.

Consider these questions:

    What is the objective of your chiến dịch? How will each type
    of truyền thông help you to achieve this? It’s likely that one form will lead your activity and the others will overlap different points.How much trust will each truyền thông type bring to your business or client?What is the cost of the activity? While it’s clear that paid truyền thông comes a cost, what about other costs, such as getting assets created for owned truyền thông?What areas of overlap exist and how can these be fully utilised? For example, will investing in more owned content
    give you better opportunities to be shared and a higher chance of truyền thông coverage?

The PESO model in action

You’ve created some great content for your business or a client, but how can the PESO framework combine to give it the best chances of being noticed?

Perhaps you’ve interviewed a fascinating thought leader for a piece to be published on your company blog. It’s great content, but simply publishing it on your website won’t give it the attention it
deserves.

Let’s look the PESO model. When it comes to owned truyền thông, not only can you use your blog to publish it, but you can also feature it in your next newsletter, social truyền thông posts and on prominent promo spots around your website to link visitors to the blog post.

Opportunities to gain earned truyền thông may be less obvious, but there are often ways to get those important truyền thông mentions.

    Ask the interviewee to syndicate the blog post on their own blog, or to post it as an
    article on their LinkedIn page, mentioning that they were interviewed for your company and ideally linking back to your site.Scan the interview for newsworthy topics. Did the influencer comment on something relevant to your industry or to the general news agenda? If so, draft a press release with their quote and include a quote from your founder. Add some useful tips or insight and send it out to relevant titles.E-Mail contacts in your industry network to ask if a link back to
    the blog can be featured in their upcoming newsletters.

Using the PESO model

Your opportunities for sharing the content across social truyền thông are wide and varied. At the very least, a snippet and link back to the blog can be posted on each social channel. Here are some more suggestions:

    Break the interview down into a series of short quotes and overlay text onto images for social posts.Short audio or video clips from the interview if it was recorded in this
    way.Takeaway advice and tips – particularly shareable on LinkedIn if it’s industry-related.Republish the entire post as a LinkedIn article by your CEO, tagging in the influencer and encouraging them to share too.‘Behind the scenes’ images or videos work well as Stories on Instagram and Meta.

Now it’s time to consider some paid opportunities. Has a Meta post already gained some traction? If you can see it’s a popular topic, spend a little of your
budget to boost the post and make it work harder for you.

Or maybe this topic has good search potential? If you’re already running a Google Ad strategy then consider adding the page to your chiến dịch to boost its rankings and drive traffic through to your site.

Of course, this is just one example with a single piece of content. Applying the PESO framework to your bigger
PR strategy will take some careful consideration and mapping, and this level, the overlap between each strand will become more obvious.

Lead with the truyền thông that will deliver the strongest results for your chiến dịch’s objective and integrate the other truyền thông types when they overlap in an effective and valuable way.

Your next steps

Contact us to understand how you can apply the PESO model to your PR and marketing work. Drop us a line [email protected].

What does the peso model do?

The PESO Model is an integrated program that allows communicators to not only build authority and credibility but do so in a measurable way that makes sense to the organization(s) for which they work.

What is shared in peso model?

The PESO Model
Earned: the published coverage of an enterprise, cause or person’s message by a credible third party, such as a journalist, blogger, trade analyst or industry influencer. Shared: the pass-along sharing and commenting upon your message by the community through social channels.

What truyền thông are used in the peso model?

The PESO model integrates: Paid truyền thông, including advertorial content, sponsored content, social truyền thông advertising and exclusive, membership-based publishing opportunities.

What is the peso model of evaluating PR success?

PESO is a truyền thông model strategy that stands for Paid, Earned, Shared and Owned truyền thông. The key benefit of planning and implementing an integrated chiến dịch using this model is that it helps you to connect to your target audiences with the right content via the right channel the right stage of the customer journey.
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