When it comes to planning your next impactful PR campaign, it goes without saying that you need to consider all aspects of your approach. PR is not just media relations; it encompasses all external communications, and with so many digital platforms available to share content on, and the impact and reach of these constantly evolving, your PR campaign needs to be managed strategically.
Some aspects of ‘traditional’ PR, for example press releases, are mainstays, but you are more likely to have a successful campaign if you implement aspects of digital PR alongside traditional efforts.
To get the best results for your campaigns, applying the PESO media model will help to ensure that any PR strategy implemented is covering all ground.
The acronym stands for Paid, Earned, Shared and Owned (PESO) media, and this framework is most beneficial when used as a planning tool to integrate different forms of media.
This framework was first introduced by Gini Dietrich, founder and CEO of marketing and communications firm, Arment Dietrich, in her 2014 book – Spin Sucks: Communication and Reputation Management in the Digital Age.
The PESO Model
Paid media is fast becoming a top feature of PR campaigns. This form of media uses; ambient advertising, sales promotion, PPC and SEO to place money behind the content to boost and control its distribution. When using paid media, it is important that you choose platforms to target according to the right audience, to yield the best results and avoid wasting your money.
You can monitor the average click through rate percentage and average cost per click to see if the advert is on track to achieve the objectives set at the beginning of the campaign. Selective and tailored messaging on platforms such as Facebook and Instagram will ensure that any messages resonate.
Earned media is a form of third-party endorsement. This can be achieved through more traditional media relations or through blogger and influencer relations. When used correctly, influencer marketing can generate 11x the ROI of traditional ads*.
The use of influencers can help your brand to reach new niche audiences with dedicated interests, while raising your profile across channels and platforms, in addition to many other benefits.
Shared media is also referred to as content marketing. It is centred around pushing content through social channels, but can also include affinity marketing, review sites and partnerships.
Affinity marketing is an aspect of PR that consists of a partnership between a company and an organisation that gathers persons sharing the same interests, to bring a greater consumer base to their services, products and opinions. A long-lasting relationship can be formed using this concept, in which both parties’ benefit. This can be rewarding especially during difficult times such as the COVID-19 pandemic.
Owned media describes any content and channel over which your company or organisation has complete control. It includes websites, publications, presentations, research, podcasts and webinars.
When used correctly, owned media channels can be successfully used to establish your company or organisation as thought leaders, whilst building long-term customer relationships.
At the centre of the PESO model is Authority. Optimised, shareable and engaging content should be a golden aim for any campaign alongside Google authorship.
The most successful PR campaigns have a tailored and strategic approach and utilising the relationship between all the media forms in the PESO model can ensure that your next PR campaign is launched with a foolproof strategy behind it.
Get in touch with us today to discover how your next PR campaign can reach its full potential.