Everything you need to know about the PESO© model
Image from Same Time Tomorrow via Flaunter.
In today’s media landscape, brands can’t rely on just one type of media coverage to gain visibility. The PESO© model, a strategic framework that integrates Paid, Earned, Shared, and Owned media, allows you to create a comprehensive approach to brand storytelling.
By leveraging all four pillars effectively, brands can maximise their exposure, build credibility and drive high engagement.
What Is the PESO Model?
The PESO Model©, created by Gini Dietrich, is a strategic framework that integrates Paid, Earned, Shared, and Owned media and allows you to create a comprehensive approach to brand storytelling.
Paid Media – Content and coverage you pay for (advertising, sponsored content, social media ads).
Earned Media – Publicity gained through media relations and influencer endorsements.
Shared Media – Organic content shared on social media.
Owned Media – Content your brand controls (blogs, website content, newsletters).
Each element plays a role in amplifying your brand’s message and, when used together, they create a powerful cycle of visibility and engagement.
Breaking Down the PESO Model for Brands
Paid Media: Boosting Visibility
Paid media ensures your content reaches the right audience quickly. It includes sponsored social media posts, pay-per-click (PPC) advertising, influencer partnerships and sponsored articles on media platforms.
How to Use It Effectively:
Target specific demographics with social ads. Use sponsored content to position your brand within relevant media outlets. Collaborate with influencers to enhance credibility and reach.
Earned Media: Building Authority
Earned media is the most credible yet the hardest to achieve. It includes media coverage in top-tier and niche publications, press mentions and product features, blogger and influencer reviews and word-of-mouth recommendations.
How to Earn It:
Craft compelling pitches tailored to journalists and editors. Leverage industry trends and insights to position your brand as a thought leader. Offer high-quality media assets (professional images, press releases, sample products) to make it easy for journalists to cover your brand.
Shared Media: Amplifying Engagement
Social media is the driving force behind shared media. This includes organic social media posts, user-generated content (UGC), brand collaborations and viral content.
How to Maximise It:
Encourage customers to share their experiences with your products. Create interactive campaigns (polls, giveaways, hashtags). Engage with audiences through authentic storytelling.
Owned Media: Establishing a Brand Narrative
Owned media is your brand’s home base—the content you fully control. It includes blogs on your website and landing pages, email marketing campaigns, white-papers, case studies and video content (YouTube, webinars).
How to Make It Work:
Maintain a strong, SEO-driven content strategy to attract organic traffic. Use your website as a hub for brand storytelling. Build an email list and provide value through newsletters.
The Power of an Integrated PESO Strategy
Using these four media types together creates a seamless, impactful strategy.
Use Paid Media to amplify Owned and Earned Media. For example, promote your blog posts with paid ads or boost media features with targeted social media campaigns.
Turn Earned Media into Shared Media. When a journalist features your brand, share it across all platforms and encourage your audience to engage.
Leverage Owned Media to attract Earned Media. A strong blog or thought leadership content increases your chances of being quoted by journalists.
Overall…
The PESO model isn’t just a framework—it’s a roadmap for brands that want to build a dynamic, multi-channel media presence. By strategically balancing paid, earned, shared, and owned media, brands can ensure they’re seen, heard, and trusted in an ever-evolving media landscape.
Ready to build a PESO-driven strategy? Flaunter helps brands get more earned media coverage by making it easy for journalists to discover and publish your content. Get in touch to learn how we can help you amplify your brand.