The What and Why of the PESO Framework
Let’s start at the very beginning because that’s normally a very good place to start, right?
Let’s take a deep dive into the question many wonder, but no one wants to ask: what is the PESO Model?
And then after that…why? Why is it important? Why is it a crucial part of our profession and our industry?
Here you go:
- Why communicators must embrace the PESO model.
- The reason it belongs with communicators (and we need to step-up and own it).
- Why the PESO model is important for the future of the communications industry.
- What the next decade looks like with the PESO model.
How to Implement the PESO Model
Ok, now that you have the framework for what the PESO model is and why you need to make it a part of how you work, let’s look at how to implement it.
- Here’s why you start with owned media and a primer for building a content map.
- Next, take a look at where and how earned media fits in. Spoiler alert: this isn’t your grandmother’s media relations, but it will finally give you a way to accurately measure your earned media efforts. And here’s how the PESO model will save you from the earned media pigeon hole.
- Now let’s dive into how to create a shared media plan that works collaboratively with your owned and earned efforts. As well as a social media calendar so you don’t fall into the black abyss of social.
- Now here’s the part of PESO that scares most communicators: paid media. But have no fear, we break down why you need it and how to use it.
- The last piece of an integrated PESO model program is authority—or thought leadership. If you do all of the work outlined in the bullet points above, you’ll build authority for your organization and its executives. But you also have to create some of it on your own. Here’s how…
We can’t look at the how of PESO model implementation and not do a deep dive into some of the major obstacles that get in the well-meaning communicator’s way.
Take a look at the big ones and see if any of them resonate with you.
Then start taking them down one by one.
Measurement In the PESO Model
OK, you know no post about the PESO model would be complete without a solid look at measurement.
After all, the ability to measure the results of communications efforts is one of the things that makes the PESO mode so crucial for the future of communications.
Now we can finally take a seat at the leadership table and show how we drive REAL business goals.
- To start, in this article Gini breaks down the types of things you can measure by vanity (brand awareness) and data-driven (business objectives) PR metrics.
- Here’s what to include in your PR metrics dashboard.
- Here are seven PR metrics that will earn you respect at the leadership table
- How to determine the right metrics for your content marketing how to use content to drive your PESO model metrics and five owned media metrics to consider. FYI: no reason not to effectively measure your owned media efforts after this collection of articles.
And then beast the big kahuna: 15 Key PR Metrics to Measure In a PESO Model Program.
And here’s a look at why measurement poses a bit of double-edged sword for communicators (and how to slay the right way).
The PESO Model for Every Organization
The beauty of the PESO framework is it can be applied uniquely to the needs of every type of organization.
Here’s a look at who can use the PESO model in your organization (and how it best serves their role).
Eric Schwartzman took a deep dive into PESO for growth-stage organizations.
And, a few years ago, Janice Evens looked at how a small non-profit used it successfully.
No organization is too big or too small, to popular or too diverse.
Likewise, no communicator is not the right fit.
The PESO model will help grow your career and allow you to prove the value of your work.
The PESO Model Image
Interested in using the PESO model image?
Great!
You can find a free download as well as the rules for proper use here –> PESO model image.
And learn all about why we made the changes we did in this updated version here –> The Newly Refreshed PESO Model Image.
PESO Model Certification
The PESO model certificate is for growth-focused communicators who want to evolve their careers, learn new skills, and measure results. It’s for communicators who want to gain advanced skills and a comprehensive understanding of how to build and scale an integrated program within any sized organization.
If you want to gain the advanced skills needed to build and scale an integrated communications program within any sized organization, this certification is for you.
You will learn how to:
- Apply your knowledge and contribute to your organization’s business strategy with a PESO model framework that garners measurable business results.
- Design an integrated strategy and connect your tactics to business goals.
- Create an integrated lead generation program that demonstrates ROI.
- Develop measurable objectives and correlate results with organizational goals.
This program is like getting your PESO model PhD, without the time and cost of an actual PhD.
You will spend eight weeks working through our online certification program. That includes eight modules, step-by-step instruction, case studies, downloadable templates, and actionable strategies.
Upon successful completion of the modules and online evaluation, you’ll earn your academically-recognized certification—one that designates that you are a strategic digital communicator, as is evidenced by the PESO Model Certificate you’ll earn from Newhouse and Spin Sucks.
Sign-up here:
PESO Model 2.0 Masterclass
Want to learn how to implement the PESO model to achieve unparalleled communications results? Watch our free masterclass.
Image by Eli Digital Creative from Pixabay
