By Ethan Ijumba
As a writer, many types of writing styles work in conjunction in fields where utilizing different methods and models to promote and better a brand. One of the models that those in the public relations field follow is PESO. To better understand the different outlets, PESO (Paid, Earned, Shared, Owned) is a form that helps differentiate the media types into separate categories to help reach a target audience. The PESO model assists in how organizations can utilize different types of media to market their businesses.
To better understand the media types that fall under the PESO categories, it is best to review each category and exactly what marketing means to classify them into these groups. When reviewing strategies to help better understand how businesses can improve their marketing strategies, by effectively leveraging each part of the PESO model and implementing these strategies, brands can create an impactful marketing strategy that maximizes reach, engagement, and results.
Paid Media refers to any form of advertising or promotional content that a brand pays for, this also includes traditional methods such as print and broadcast advertisements. Earned Media is any publicity or coverage that a brand receives without paying for it. This includes media mentions in newspapers, magazines, and online publications, as well as social media influencers or celebrities promoting the brand. Shared Media refers to any content that is shared by individuals or organizations on social media platforms. This can include brand-related posts, user-generated content, or viral videos that gain widespread attention. Lastly, Owned Media refers to the channels and platforms that a brand or organization owns and controls. This includes websites, blogs, social media accounts, and email newsletters.
An example of an owned media outlet is gossip columnist, Perez Hilton because he owns and controls his own blog and social media accounts. He can publish his content, share his opinions and thoughts, and engage directly with his audience. By doing this, Hilton has built a brand that is not only personal but successful in capitalizing on his owned media channels, which has allowed him to establish himself as a major figure in promoting the entertainment industry. In his case, Hilton’s use of social media not only gave him successful ways of promoting his brand in terms of longevity, but it also helped platforms create new channels of media for him to use.
While owned media may have helped Perez Hilton establish himself as a brand to be recognized. What many organizations tend to utilize is the shared media method of sponsored posts. For example, rather than using media channels and traditional mediums such as TV, radio, and such. Companies tend to collaborate with social media influencers for sponsored ads and promotional content that reaches their followers directly as well as allow brands to organically reach a wider demographic with authenticity.
Based on how PESO can impact a brand’s marketability, it is important for brands to research their audience to select what category of the PESO model may be best to target. If the target audience is better reached through traditional media channels, such as print or broadcast, then the brand may want to consider investing in paid media campaigns. On the other hand, if the target audience is highly engaged in social media and relies heavily on recommendations from peers, then shared or earned media may be more effective.
From how the PESO model can be used to better a brand’s marketing with these tools, I would say I learned more about the different aspects that companies can use to better reach their target audience. With that being said, the PESO model helps utilize what a corporation should look for when weighing in the options available to them. Rather than focusing on a traditional method that works for a certain company, it’s better to overview the different types of media that can be better utilized so that way the goals of the organization are met successfully. With what I’ve learned about PESO, it’s important to consider the benefits of using different media outlets to help build a brand’s credibility and lead to conversions and business growth. Implementing these different strategies can help businesses increase their engagement and results. It is also important to remember that the PESO model works together and when combining paid, earned, shared, and owned media effectively, brands can create an approach that maximizes their potential.