The PESO Model and Owned Asset Optimization

PESO Model

The PESO Model (Paid-Earned-Shared-Owned) is a media framework for public relations in an era of increasing integration across marketing communications channels and disciplines. Its purpose is to help marketers understand how to adapt and use traditional and digital advertising, content, PR, social media, paid search, and SEO strategies more holistically to create better-connected campaigns with consumers.

Paid media is any type of advertising that involves a brand paying for exposure to an audience. Examples include traditional print ads, radio spots, and pay-per-click campaigns on Google or Facebook. Paid content can also be found in video formats such as YouTube videos or podcasts.

Measuring Success in PR Campaigns: A Deep Dive into PESO Model Metrics

Earned media, on the other hand, is publicity that comes from sources outside of a brand’s control. This can be a great way to generate awareness and gain credibility, but it requires careful planning and coordination in order to achieve its full potential. This is where the PESO model really shines, helping to coordinate and integrate earned media with other media types.

Owned asset optimization is a way to evolve the PESO model by shifting its focus from channels to consumer connection. Instead of prioritizing channels, OAO develops brand-controlled assets and platforms that are purpose-built to connect authentically with audiences over the long term. In this way, brands can take advantage of the power and credibility of earned and shared media while also leveraging the data and reach of paid channels. This is a powerful way to build more effective campaigns that deliver real business results.

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