Why the PESO Model Certification Matters Now

  • Enterprises: Break down channel silos, align internal teams and agencies to one operating system, and get dashboards executives actually trust.
  • Agencies: Package PESO as a sellable service, improve margins with repeatable workflows, and give clients proof you’re running fully integrated programs. It means clearer briefs, more strategic client conversations, and a repeatable way to show your value.
  • Associations: Offer members a modern, turnkey professional development path that makes their work more strategic—and your org more indispensable.
  • Universities: Incorporate a real-world, academically recognized operating system into your curriculum so that graduates understand how to implement integrated marketing, not just define it.

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What You’ll Learn and Be Able to Do

After certification, you (and your team) will be able to stop doing “random acts of marketing” and run PESO as an operating system.

As a marketing or comms pro, you’ll be able to:

  • Design integrated PESO plans that start with business goals—not channels.
  • Prioritize what to do now across paid, earned, shared, and owned (even with tiny budgets).
  • Build simple dashboards that connect your work to leads, revenue, and reputation.
  • Speak to executives in their language, not ours.
  • Use AI, tools, and templates without compromising your strategy or unique voice.

As an organization, you’ll be able to:

  • Standardize how your team plans, executes, and reports work.
  • Align internal teams and agencies with a single, unified operating system, rather than five conflicting frameworks.
  • Turn PESO into a clear offer (for agencies) or an internal playbook (for brands).
  • Plug a proven, academically recognized model into member education or university curriculum.
  • Onboard new staff faster because “this is how we do marketing here” is finally documented.

How the Program Works

We built this for people who already have a full-time job (and then some).

Program Structure

  • 8 modules, plus a final certification exam
  • 100% online, on-demand
  • Mix of short video lessons, worksheets, templates, and quizzes

Time Commitment

  • Most learners finish in 4–8 weeks
  • Plan for about 2–3 hours per week
  • Lessons are broken into small chunks that you can do between meetings or after client work

Access and Pacing

  • Start anytime and move at your own pace
  • Lifetime access to the materials and future updates
  • Easy to run solo—or as an internal or association “cohort” where everyone moves through together

What’s Included 

You’re not just buying an online course. You’re buying a way of working. An operating system that will make you more efficient, easier to trust, and a lot harder for leaders or clients to ignore.

  • 8 step-by-step modules covering owned, earned, shared, paid, integration, and measurement
  • Short lessons, examples, and quizzes to keep you moving (and honest)
  • PESO planning templates and channel maps
  • Campaign briefs, content calendars, and integration checklists
  • Measurement frameworks and reporting dashboards you can brand as your own
  • Email support for course and exam questions
  • Access to the Spin Sucks Community so you’re not implementing in a vacuum
  • PESO Model Certification© certificate and digital badge
  • Academically recognized system you can showcase on LinkedIn, your website, and in proposals

The Syllabus

Module 1 – Course Introduction

  • Get the lay of the land: housekeeping, tools, and templates.
  • Meet your instructor and ground yourself in “What is the PESO Model©?”

Module 2 – Owned Media: Your Content Foundation

  • Gain access to the right data and get smart about priority keywords.
  • Build your owned media foundation, map related subtopics, and craft supporting base topics.
  • Plan where your content will live and validate it with research.

Module 3 – Earned Media: Modern Media Relations

  • Turn your expertise into credible story ideas, pitches, and outreach.
  • Integrate earned coverage into your broader PESO plan instead of treating it as a one-off win.

Module 4 – Shared Media: Social & Community

  • Tighten how you show up on social and in communities.
  • Use shared channels to extend the reach of your owned and earned content.

Module 5 – Paid Media: Smart Amplification

  • Prioritize where to spend (search, social, boosts, native) based on your goals and budget.
  • Use paid to amplify what’s already working—not to paper over weak strategy.

Module 6 – Integration: Making PESO Work as an Operating System

  • Connect the dots across owned, earned, shared, and paid media so that every activity aligns with one integrated plan—not four competing ones.
  • Turn your ideas into a sequenced rollout: what launches when, where it lives, how it’s reused across channels, and how you’ll track results as one campaign instead of a pile of tactics.

Module 7 – Measurement: Dashboards & the C-Suite

  • Create dashboards, choose the right metrics, and benchmark where you are.
  • Set goals, measure results, and report to the C-suite in language they actually care about.

Module 8 – Certification Exam

  • Complete the final online exam that validates your ability to apply the PESO Model across paid, earned, shared, and owned—and walk away with a documented plan you can put to work immediately.