Earned media (article placements, media coverage, etc.) is an essential, and well-established part of the PR industry. It has always served an important role for both the contributor and the media that publishes that content; yet this symbiotic relationship has been rocked recently. Well-intended PR pros are venturing beyond only earned media, and embracing the PESO model. The days of keeping the ad sales and editorial departments completely separate appear to be long gone - Learn why.

1. myirispr.com
A SIMPLE
GUIDE TO THE
PESO MODEL

2. myirispr.com
WHAT DOES PESO EVEN MEAN?
PAID MEDIA EARNED MEDIA SHARED MEDIA OWNED MEDIA

3. irispr.com
PAID MEDIA
Any type of content or
promotional placement
that is pay-for-play.

4. irispr.com
EXAMPLES OF PAID MEDIA
SPONSORED POSTS TWITTER CARDS TV & RADIO ADS LEAD GENERATION

5. myirispr.com
EARNED
MEDIA
The most established method of PR stands
as the ‘E’ in PESO. It represents all media,
influencer, and analyst coverage that isn’t
pay-for-play.

6. myirispr.com
EXAMPLES OF EARNED MEDIA
MEDIA
RELATIONS
ANALYST
RELATIONS
INVESTOR
RELATIONS
INFLUENCER
RELATIONS

7. myirispr.com
SHARED MEDIA
Refers to anything and everything
that was shared on any social media
platform or through publishing
networks for free.

8. irispr.com
EXAMPLES OF SHARED MEDIA

9. irispr.com
OWNED MEDIA
Content you create, publish, and control
however you wish.

10. irispr.com
EXAMPLES
OF OWNED
MEDIA
VIDEO CHANNELS:
YOUTUBE, VIMEO,
ETC.
REVIEWS AND CASE
STUDIES
BRAND ASSETS
BLOGS AND BRAND
JOURNALISM

11. irispr.com
Use the whole
PESO model in a campaign
and you’ll demonstrate
industry authority,
which = ROI gold.

12. irispr.com
WHAT DOES A FULLY DEVELOPED
PESO CAMPAIGN LOOK LIKE,
REGARDLESS OF THE PLATFORM?
CONTENT IS
SHARE-WORTHY
ALL INFORMATION
IS CREDIBLE
ENGAGEMENT
SHOULD BE
ENCOURAGED

13. irispr.com
CREDIBLE
INFORMATION
According to a study from inPowered,
69% of consumers like to read product
reviews written by trusted experts
before buying a product.
Articles, reviews, and guest-written assets from
credible journalists, experts, or established
industry influencers are incredibly important to
a brand’s ethos.

14. irispr.com
SHAREABLE CONTENT
People like sharing assets that
are relevant, relatable and
unique in both angle and voice.

15. irispr.com
One-way publishing models are dead. As tech
and social media keep changing the model of
author-reader interaction, content must be more
conversational and inquisitive than ever.
ENGAGING CONTENT

16. irispr.com
WHEN USING THE PESO MODEL
IN A CAMPAIGN...
STRONG AND COMPELLING
MESSAGING IS THE KEY TO SUCCESS.

17. irispr.com
It is estimated that the
average human
attention span may be
as little as
8 seconds -
only 1 second less
than a goldfish!
DOWNLOAD A FREE
MESSAGING PLAN TEMPLATE HERE

18. The PESO model presents many ways to
capture your audiences’ attention. Nail the
messaging, and don’t limit yourself on the type
of content or medium. When used together
the results are pure gold.
Engage with us!