What is a peso model?
The PESO model takes the four media types — paid, earned, shared and owned — and merges them together for an integrated — and measurable — communications program. Most of the industry had adopted the model, but not many truly know how it all works together and drives business results.
Why is the peso model important?
The PESO model allows you to take a step back and see the bigger picture when it comes to communications activities. It shows where efforts are being focused, and where more attention is needed to create a seamlessly integrated mix.
What is shared in the peso model?
The PESO Model Shared: the pass-along sharing and commenting upon your message by the community through social channels. Owned: the editorial and messages you (or our writers on your behalf) write, publish and control through your own, dedicated blog or other channel.
What media are used in the peso model?
The PESO Model takes the four media types—paid, earned, shared, and owned—and merges them together.
- Paid Media. Paid media, in this case, doesn’t refer to big, fancy commercials and highly creative print ads.
- Earned Media. Earned media is what you know as either publicity or media relations.
- Shared Media.
- Owned Media.
When was Peso model developed?
2014
The PESO model officially launched in 2014, when Spin Sucks (the book) was published. For several years before that, it was the process used in my agency—Arment Dietrich.
Why PR is embracing the peso model?
It can attract new donors. And help raise money. And PR absolutely can provide value to an organization’s stakeholders. Your PR team can do these things better if it uses an integrated PESO model and stops thinking of itself only as a brand enhancer and not a business driver.
What is a key to success when using the peso model?
The key is getting buy-in with your company or agency to ensure that no content is created without the proper PESO treatment.
Where did the peso model first appear?
The PESO model officially launched in 2014, when Spin Sucks (the book) was published. For several years before that, it was the process used in my agency—Arment Dietrich. It was something we worked with every client, but we’d never written down the process or named it.
Who created the peso model marketing?
Gini Dietrich
The PESO model reflects the reality that marketing, PR and communications have changed dramatically over the past twenty years.