How does a company create an integrated communication strategy beyond its own channels?
This can be achieved through the PESO model, a communication framework that represents the four primary media channels: Paid, Earned, Shared, and Owned.
What is the PESO Model?
The PESO model serves as a communication framework that helps structure and plan campaigns across multiple media channels to achieve a streamlined and effective communication strategy.
But what do these individual media channels consist of?
Let’s take a closer look:
Paid Media
As the name suggests, paid media refers to channels where exposure and advertisements are purchased.
This can include campaigns on social media, Google Ads, display ads, etc.
With this media channel, you can effectively target your campaigns to your audience based on demographic and behavioral data.
However, it is essential to utilize the analytics tools provided by paid channels to regularly adjust your content and continuously create engaging material.
KPIs: Click-through rates (CTR), conversion rates, and ROI.
Earned Media
Earned media refers to the publicity you receive by “earning” it rather than paying for it.
This includes influencer reviews, customer recommendations, and mentions from other media outlets.
Building positive relationships with influencers and consistently monitoring brand mentions in reviews is crucial for ensuring valuable interactions with users.
KPIs: Media coverage and backlinks.
Shared Media
Shared media consists of content about your business that is shared and interacted with on social media platforms such as Instagram, TikTok, and Facebook.
This can include shared posts, comments, likes, etc.
For your content to be shared by your audience, it must be engaging and encourage interaction.
KPIs: Number of shares, comments, and likes.
Owned Media
Owned media refers to the channels a company controls and manages directly.
This includes the company website, blogs, newsletters, and corporate social media profiles.
With full control over content and regular updates combined with a strong SEO strategy, owned media can generate valuable traffic to your site.
KPIs: Website traffic, time spent on site, and engagement.
How Does the PESO Model Work in Practice?
The idea behind the PESO model is to integrate the four primary media channels into a single, cohesive strategy to maximize campaign effectiveness.
By combining different channels, businesses can amplify their impact by leveraging the strengths of each:
- Paid Media: Visibility and traffic to owned channels.
- Earned Media: Credibility and a broader audience.
- Shared Media: Engagement through organic content sharing.
- Owned Media: Direct and controlled communication with the target audience.
When using multiple channels, it is essential to maintain consistent messaging across them.
The goal is to create a streamlined communication strategy where, for example, paid media drives traffic to owned media (such as a website), which can then be shared through shared media.
Comments