It's hard to cut through the noise in today's business world. Understanding how to use ALL your available channels to connect and build a bond is critical to success. Enter PESO: Paid, Earned, Shared and Owned media - and this primer on how to use PESO as your communications currency.
The Peso Media Model
Creating Digital Currency
THE POWER OF PESO
At the intersection of public relations, social & digital
PESO may sound like we're speaking about money.
In a way we are, if we consider smart media coverage the coin of the public
relations, digital and social media realms.
What is PESO?
PESO is an acronym for a big-picture, all-channels-inclusive
way of communicating. It is emerging as the only method in
which a company, entrepreneur or
cause can earn the attention of
PESO stands for:
Photo credit: Cision Native 2015
PESO: It’s a global, social world
The Power of One The Power of Many
In the earned media realm, public relations practitioners create the opportunity to
have your story told by credible, objective, third-party influencers such as journalists,
bloggers, trade analysts and industry
Earned media can deliver extraordinarily
powerful exposure, thanks to influence of the
writer and the strength of their community.
Earned media is the power of one:
The journalist’s voice.
Power of One Earned Media
Securing an earned media placement means having a journalist write about you. If
you secure a feature in a leading media property (think Forbes, Entrepreneur, Times,
Fortune or a feature on CBS) andyour message can be seen or heard by millions,
without the cost of a paid placement.
However, that message is in the hands of the one
writer; if they'd don't capture what you would
have like to have shared, or choose not to
publish, or – and yes, this happens - decide
they're not a fan of your company, then that
media win can become significantly diminished
And of course, a journalist can chose not to
write a story, a tough decision for a growing
(or established) company to accept.
Power of Many Shared, Paid & Owned
In the world of many there are certainly leading voices, but the value resides in the
collective community and the conversations they share. Campaigns can earn
significant multiples in shares, views and interactions, and that's not the mega-return
of the social block-buster
(those irresistible kitten videos).
A company can invest significant money in
promoting content across its social, paid marketing
and blog channels and not earn engagement, or
the community may not respond positively.
And, of course, the social and digital worlds are
living, breathing communities that require
Credit: Zocalo Group
Every “coin” in the PESO media channel model is
critical to your successful communications strategy,
and should work together in partnership.
Creating Your PESO Plan
• Create a content plan with dedicated messaging for each channel
• Take a look at “who” is in each of your channels, share their tone of voice
• Create a flow chart that shows how content will move through your PESO channel
• Earned media story Shared via Twitter/Facebook/Pinterest Blog Company newsletter
• Identify the top journalists in your industry, follow their social channels
• If they cover your story, share immediately
• Stay away from the constant sales pitch, offer info of value
• Review constantly, the social world changes fast
Questions? Need Help?
PRA Public Relations is led by a team of 15 year+ strategy and story veterans. We’re
an earned media agency that understands the power of public relations to drive
search engine optimization, social media and digital.