Thinking Beyond the PESO Model

The PESO Model 2020

For years, I worked at Humber Continuing Education and taught others about the efficiency of the PESO Model. PESO stands for paid, earned, shared and owned. I spoke about how it pertains to content and digital media. We learned in real time how changes were happening in the marketing and communications simaltainously. It was interesting to me that all the years I spent producing television and digital media, many professionals weren’t aware how much this model was the basis for the content that we create and consume.

But now, the PESO Model seems like it needs to be updated.

The Atmosphere Blog states, “As we look to assist our clients in getting their messaging on to rapidly growing platforms, PR professionals are having to be more creative than ever when it comes to creating and disseminating content.” (source)

Methods are changing, along with consumer consumption methods. While the ideas stay the same, it’s time to adapt to the changing landscape of technology and media. How we reach our clients has changed, and the messages they want to hear need to be reevaluated. 

In an article on Nonprofit Communications Report, it looks at how the lines of reach are blurring, as our lives shift and change with current times. They say, “This intersection no longer presents a question of whether the PR team or the digital media department have done their jobs but rather if the communications director in charge used every avenue to get the word out.”

While we’re reaching our target audiences in new ways, there’s one thing that needs to remain consistent. Measuring your data is a clear path to understanding what’s working and what isn’t. Break the Ice Media reminds you not to only pull your data at the end of your campaigns, but weekly or bi-weekly so you can keep an eye on how things are proceeding, as things shift quickly on an online marketplace and today’s media. With the proper strategies and good data, it’s easier to right the ship before it sinks. 

Another thing that’s changed in how we reach our prospective audience is drawing them to us via inbound marketing. In the past, we relied on outbound marketing, broadcasting information out in hopes somebody paid attention enough to come check us out. Today’s way of thinking is that by creating awareness of your product or services and proving them with useful, helpful information, they’re more likely to become a consumer of your product or services.

Brightage reminds us that we need to pay attention to our owned media, which is the media controlled by your company. Earned media is a combination of your paid and owned media, but vastly what others are saying about your company. 

Every day the market shifts and changes. Knowing how to use media and the new emerging markets is critical. Owning the conversation and controlling the voice of your brand comes down to quality, owned media. 

Start to think about how 'Content Solutions' can be a new way to approach our problems. If we can consider the PESO Model as a guiding force, we can update and adapt to our needs efficiently.  'Earned Media' is not dead, and paid media needs optimization and smart strategies for the best success. Your controlled content is a driving force in this model as well.  If you’d like to talk, be sure to connect with me on Linkden or Thinkstart.ca