When it comes to advertising and media exposure, businesses have almost countless options and models to choose from. However, a good marketer understands that you have to merge all different types of media in order to be truly successful and achieve a comprehensive reach. That’s why many advocates, like Gini Dietrich, author of Spin Sucks, have pushed for the integrated PESO model.
What is the PESO model?
The PESO Model merges four different types of media. PESO is an acronym that stands for paid media, earned media, shared media, and owned media. This acronym also goes by OESP, but PESO is certainly easier to remember.
Done right, using the PESO model can ensure that your messaging speaks with the same voice, creates a more effective public relations push, improves your media relations, and increases your engagement across a variety of metrics.
This helps amplify your messaging and provides ad campaign validation. It can also be a critical component of any content marketing and SEO strategy. This helps explain why so many marketing and PR pros are increasingly adopting the PESO model when it comes to getting media coverage.
What is the PESO model in PR?
PESO is more than just an integrated model. It incorporates social media, influencer marketing, podcasts, word of mouth, and so much more. When thinking about the PESO model here are a few components:
- Using the same message throughout all digital marketing, marketing pitches, email marketing, and stakeholder conversations. It doesn’t matter if you are pitching a blogger, updating your LinkedIn status, or creating a new piece of content: Your media strategy, and the voice through which you convey it, is always the same.
- Content creation involves using the same anchor text and creative assets across all forms of your media. This means that ad placements across various social networks all use similar content and digital assets.
- Sticking to an editorial calendar that incorporates the content you are using in all forms of media.
- Updating your social media multiple times a day so that you’re keeping top of mind for people scrolling through their timelines.
Why is it important?
Advertising campaigns are most effective when they are synced together. The PESO model helps to make this happen. Disjointed campaigns muzzle the message. Collective campaigns ensure that a clear signal is sent out, which helps brands hit predetermined KPIs.
The general thrust of the PESO model is that PR not only works better together when all mediums are operating from the same page but that PR needs to be incorporated into all aspects of your business. This ensures that all departments within your organization are capable of providing marketing, customer service, and sales. The saying “teamwork makes the dream work” is an abbreviated way to describe the PESO model. All teams and campaigns need to be firing on the same cylinder to achieve the maximum amount of success.
How does the peso model work together?
All four digital mediums speak from the same page, use the same content, and are overall integrated into one massive Venn diagram. This allows you to repurpose content across multiple platforms. In turn, you can use the same content for content creation, paid advertisement, pitches to influencers, and attempts to gain earned media.
All of this not only helps to keep your message on the same track but it improves your search engine optimization. This makes it easier for your content to be found.
What is the difference between a PESO model and the dollar model?
The idea behind the “dollar model” is that you simply spend your way into marketing success. There is no question that this can be an extremely successful method of marketing! Indeed, in many cases, spending money can help you achieve your marketing goals.
However, even an unlimited budget won’t guarantee success. That’s because there are simply too many other forms of marketing, including earned media, influencer marketing, and owned media.
The PESO model leverages the dollar model and expands upon it, ensuring that you develop a method of marketing that is comprehensive yet efficient.
How to Measure the PESO Model
The metrics that you choose to measure in order to gauge the success of the PESO Model will vary from business to business. Like all strategies, this one is meant to be customized to fit your needs. However, Gini Dietrich, author of Spin Sucks, urges that PR professionals consider the following metrics:
- Clicks, downloads, and overall views.
- Influencer scoring and how often influencers share your content.
- Visits to unique URLs that are created explicitly for your ongoing campaigns.
- Unique visitors, time spent on your website, your bounce rate, and click-through rates.
As you can see, the metrics change based on the type of media that is being measured. This allows for more comprehensive measurements to be taken.
Conclusion
There is no shortage of integrated media models that individuals in the marketing industry can incorporate into their overall strategy. To be successful, a communication push must include paid media (like Google or Facebook advertising), earned media (like getting featured on TV), shared media (like getting users to evangelize your brand), and owned media (like content marketing).
The PESO Model encompasses these. This is why media influencers like Outbrain and Forbes have begun to highlight this model, acknowledging that the model pushes for major thought leadership and partnerships within the content creation space of the involved business.
Simply put, the model works, and it is well worth exploring within your business.