Public relations is like a puzzle; paid, earned, shared and owned media each serve as a piece, working together to create one complete and effective communication strategy
The PESO Model consists of four different communication channels: paid, earned, shared and owned media. In a sense, just like a puzzle, every piece of the PESO Model serves a purpose; successful reputations are not built through one communication channel, according to Gini Dietrich, as noted in two presentations (embedded nearby) reviewed for this post.
She says these channels may appear to operate independently, yet each communication channel supports the others. Gini explains that they should work together to help organizations reach audiences in different ways, but together they strengthen credibility and build lasting relationships. As with a puzzle, removing one piece leaves the picture incomplete.
The cornerstone piece: owned media
Every successful PESO strategy has to begin with owned media, according to Gini. Owned media includes websites, blogs, email newsletters and other content that it controls. Owned media gives organizations complete control over their messages while creating a central location where the audience can learn more about the organization.
Without owned media, audiences can discover the organization through social media, advertising or even news coverage, but have nowhere to continue engaging with the content. Owned media serves as the hub that connects every piece of the PESO Model.
The trust-building piece: earned media
After the organization builds a strong owned media platform, earned media helps build credibility and trust. Earned media includes newspaper articles, podcasts, online publications and media coverage that is generated by a third-party source.
Unlike paid advertising, you cannot purchase earned media. You have to earn it by developing great relationships with journalists and people who view your information as worth sharing.
Gini says your audience often trust earned media more because it comes from a secondary source rather than just the organization. This falls back to the quote that has stuck with me about public relations: “Nothing that you say about yourself will have as much impact as someone else saying it on your behalf.”
The conversation piece: shared media
Shared media includes conversations that take place across social media platforms. Throughout the presentation, she emphasizes that organizations should strongly and actively participate by listening, responding and engaging with their audiences.
Rather than just treating social media as another place to advertise, organizations should use shared media to build these relationships. This can also create great opportunities and meaningful connections.
The amplifying piece: paid media
This is the last piece of the PESO Model. Paid media includes digital advertising, sponsored content and promoted social media posts. While paid media helps reach larger audiences, she suggests that it should never replace strong communication.
Paid media should just be the last step, and it should amplify all of the other content that you have already provided. Advertising is a great way to put your company or organization’s name out there. However, you definitely need the other pieces of the model to maintain a lasting relationship.
The final puzzle piece
These presentations demonstrate that the PESO Model is most effective when its four communication channels work together rather than independently. While paid, earned, shared and owned media each serve a distinct purpose, none is as effective on its own.
Instead, the channels complement one another, creating an integrated communications strategy that strengthens credibility, expands reach and builds lasting relationships.
Just like a puzzle, every piece contributes to the complete picture. Gini’s presentations build on the principles of public relations by illustrating how integrating these communication channels creates a stronger, more effective strategy.
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Alex Austin Vollor is a recent communication graduate from Mississippi State University with a concentration in Public Relations. She is the first-ever participant of the Graduate Jump Start Program (GJSP) by Sword and the Script Media, LLC. Find her online portfolio here.
GJSP is an intensive, yet part-time, paid learning program for new graduates. The program is designed to help new college graduates develop real-world PR and business skills, build a portfolio and provide access to mentoring, while they seek a full-time position.
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I really enjoyed the section on earned media. It reminded me that while we’re often encouraged to tell our own stories, our reputation is ultimately shaped by how others perceive us. That’s why it’s so important to leave a positive, lasting impression on the people around us. In the end, people are more likely to remember how you made them feel than the specific things you said or did. This was a great read and offered a valuable perspective on the importance of building genuine relationships.