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