The PESO model is a framework used to categorise the types of communication a brand has with consumers. It allows marketers to take a step back and see the broader picture when it comes to marketing activity — identifying where efforts are currently focused and where they should be focused in order to create a seamlessly integrated mix.
PESO was created by Gini Dietrich, founder of Spin Sucks, in 2009 to help organisations plan how they use different forms of modern media to distribute their content. Its roots are in the world of public relations, but it is also a highly practical tool for marketers planning their content and overall communications strategy.
Each marketing communication fits into one or more of the following four areas: Paid, Earned, Shared, and Owned.
The Four Areas of the PESO Model
Paid Media
Paid media refers to any content that is paid for. It covers print and television advertising, social media ads, promoted posts, sponsored content, and paid publishing. Paid media offers significant advantages in terms of speed and reach — a message can be placed in front of a large and targeted audience quickly. Digital advertising has also made paid media considerably more accessible, with social media platforms offering flexible budget options that allow organisations of any size to run targeted campaigns without significant upfront investment.
Earned Media
Earned media is what has traditionally been known as public relations (PR). It is content distributed through a third party — media coverage, mentions, reviews, and word of mouth — in order to generate good publicity, build reputation, and increase visibility. Unlike paid media, earned coverage is not directly purchased; it is the result of a brand doing something genuinely newsworthy or valuable enough that others choose to write or talk about it.
Building relationships with bloggers, journalists, investors, and influencers creates opportunities to share content in the right form and through the right channels. Earned media is cost-effective relative to paid activity and contributes to long-term authority and credibility in search.
Shared Media
Shared media is defined by social media engagement, user-generated content, reviews, networking, and CSR (corporate social responsibility). It is a two-way communication channel that provides some form of value or benefit to both parties involved — the brand and the audience.
Social media platforms sit within the shared category rather than the owned category because, while a brand owns the content it publishes, the platform itself is hosted and part-owned by a third party. This distinction is important when considering how much control a brand truly has over its presence on any given platform.
Owned Media
Owned media refers to any content that the organisation itself creates and controls — blogs, podcasts, a website, email newsletters, and social media assets. Physically, it would also include owned properties such as retail locations. Despite often being listed last in the PESO acronym, owned media is arguably the most important place to start, because it forms the foundation on which paid, earned, and shared activity is built.
Owned media is crucial because it underpins many components of the other three channels. When a social media ad is created, for example, the copy and imagery within it are owned media assets. A strong library of owned content gives a brand more to promote, share, and earn coverage for — making the entire model more effective. Owned content is also the most cost-effective element of the mix, as it can be created at relatively low cost and repurposed across multiple channels over time.
Applying the PESO Model Effectively
Getting the most from the PESO model requires integration across all four channels rather than treating each in isolation. A consistent message delivered across paid, earned, shared, and owned channels reinforces itself and creates a more coherent and credible brand presence. The following principles help to make that integration work in practice:
- Establish clear goals and objectives at the outset, so that success can be measured across each channel
- Begin with owned content — creating a strong content foundation first makes it easier to distribute and amplify across the other three channels
- Use an editorial calendar to plan content creation and ensure a consistent publishing rhythm
- Assess how well the four channels are being integrated — the strength of a PESO strategy lies in how cohesively the elements work together
- Ensure that messaging is consistent across all four areas so that every element reinforces the same story
Applying the PESO model encourages marketers to look beyond their default channels and consider how a broader, more integrated approach could extend reach and impact.
How Professional Academy Supports Your Journey
The PESO model and many other core marketing theories are taught across Professional Academy's CIM marketing qualifications. For a practical walkthrough of how the PESO framework is used to integrate and organise marketing communications, watch the Communications Mix recording from the Marketing Theories Explained series.
To find the right qualification for a current career stage and goals, use the Qualifications Navigator or book a call with the Professional Academy team.
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