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{{Short description|Marketing communications industry framework}} |
{{Short description|Marketing communications industry framework}} |
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The ”’PESO Model”’ is a strategic framework, created by Gini Dietrich in 2014 via her book, Spin Sucks<ref>{{Cite web |title=Amazon.com |url=https://www.amazon.com/Spin-Sucks-Communication-Reputation-Management/dp/078974886X |archive-url=http://web.archive.org/web/20250822030048/https://www.amazon.com/Spin-Sucks-Communication-Reputation-Management/dp/078974886X |archive-date=2025-08-22 |access-date=2026-02-07 |website=www.amazon.com |language=en-us}}</ref>. It is 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.<ref>{{Cite web |last=Turgeon |first=Valerie |date=2023-04-04 |title=PESO Model for PR: Paid, Earned, Shared, Owned Media |url=https://www.brandpoint.com/blog/earned-owned-paid-media/ |access-date=2023-11-17 |website=Brandpoint |language=en-US}}</ref><ref>{{Cite journal |last1=Macnamara |first1=Jim |last2=Lwin |first2=May |last3=Adi |first3=Ana |last4=Zerfass |first4=Ansgar |date=September 2016 |title=”PESO” media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas |url=https://linkinghub.elsevier.com/retrieve/pii/S0363811116300248 |journal=Public Relations Review |language=en |volume=42 |issue=3 |pages=377–385 |doi=10.1016/j.pubrev.2016.03.001|hdl=10453/44050 |hdl-access=free |url-access=subscription }}</ref> |
The ”’PESO Model”’ is a strategic framework, created by Gini Dietrich in 2014 via her book, Spin Sucks<ref>{{Cite web |title=Amazon.com |url=https://www.amazon.com/Spin-Sucks-Communication-Reputation-Management/dp/078974886X |archive-url=http://web.archive.org/web/20250822030048/https://www.amazon.com/Spin-Sucks-Communication-Reputation-Management/dp/078974886X |archive-date=2025-08-22 |access-date=2026-02-07 |website=www.amazon.com |language=en-us}}</ref>. It is 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.<ref>{{Cite web |last=Turgeon |first=Valerie |date=2023-04-04 |title=PESO Model for PR: Paid, Earned, Shared, Owned Media |url=https://www.brandpoint.com/blog/earned-owned-paid-media/ |access-date=2023-11-17 |website=Brandpoint |language=en-US}}</ref><ref>{{Cite journal |last1=Macnamara |first1=Jim |last2=Lwin |first2=May |last3=Adi |first3=Ana |last4=Zerfass |first4=Ansgar |date=September 2016 |title=”PESO” media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas |url=https://linkinghub.elsevier.com/retrieve/pii/S0363811116300248 |journal=Public Relations Review |language=en |volume=42 |issue=3 |pages=377–385 |doi=10.1016/j.pubrev.2016.03.001|hdl=10453/44050 |hdl-access=free |url-access=subscription }}</ref> |
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Latest revision as of 20:31, 7 February 2026
Marketing communications industry framework
The PESO Model is a strategic framework, created by Gini Dietrich in 2014 via her book, Spin Sucks[1]. It is 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.[2][3]
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.[4]
