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PESO - paid earned owned and shared media

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This slide deck outlines and explains somewhat the concept of PESO - paid, earned, owned and shared media. Public Relations used to be reliant on earned but now must take all media into consideration to plan effective and engaging strategies.

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PESO - paid earned owned and shared media

  1. 1. Paid, Earned, Shared and Owned Media
  2. 2. Public relations has traditionally been about earned media, via stories in the paper, interviews on the TV or radio A new model has been developed which takes into account the need to directly engage audiences so the message is not lost - PESO
  3. 3. PAID EARNED SHARED OWNED Promoted posts Advertising Advertorial Endorsements Pay Per Click (PPC) Editorial/media relations Influencer Advocacy Sharing Retweets Word of mouth Reviews Mentions Crowdsourcing Blog Website App Emails Print material e.g. newsletter forms and activity
  4. 4. PAID EARNED SHARED OWNED Planning Content Design Media buying Measurement Planning Content Influencer management Measurement Planning Content Design Community Management Measurement Planning Content Design Build Media buying Measurement skills
  5. 5. PAID has the ability to create brand awareness OWNED has the ability to create EARNED EARNED has the ability to create social lift (how ads raise social engagement) and good SEO
  6. 6. Paid Shared Owned Earned integration Always on Amplified Targeted Use of multiple tools
  7. 7. But what happens if we use the PESO model and you don’t have the budget for paid and don’t have the strength of story for earned? You’re left with OWNED and SHARED content– creating content others will want to share and sharing content others will read
  8. 8. SHARED OWNED Sharing Retweets Word of mouth Reviews Mentions Crowdsourcing Blog Website App Emails Print material e.g. newsletter
  9. 9. aura-pr.com @AuraPR #AuraTalk

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