The Ultimate Guide to the PESO Model©

To fast-track your learning and implement the PESO Model©, check out the Certification offered by Spin Sucks and the S.I. Newhouse School of Public Communication.

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Using the PESO Model© 

The PESO Model and its graphic are available for use under Creative Commons. They are copyrighted and trademarked by Gini Dietrich and Spin Sucks.

If you use it in your work, present it in any form (externally or internally), or publish it anywhere, you must use the trademark symbol and credit Spin Sucks with a link either to the home page or to your favorite PESO Model piece of content.

For example: The PESO Model© was created by Spin Sucks or PESO Model© use obtained by Spin Sucks. 

What Is the PESO Model©?

The PESO Model was created by Gini Dietrich in 2009 for use in her agency to help achieve measurable results for clients. After testing it for a few years and working with different types of organizations in myriad industries, it was launched to the world via Spin Sucks, the book, in 2014.

It integrates the four media types—paid, earned, shared, and owned—into a program that builds brand awareness, reputation, credibility, and, most importantly, results for the organization.

When it’s implemented correctly, it showcases experience, expertise, trust, and authority for the organization and its people.

Following is everything you ever needed to know about how it works, how to implement it, how to measure it, and how to become certified in it.

Overview of the PESO Model©

• The Four Different Types of Media
  (this is where it all began…check out the hand-drawn image!)

• What Is the PESO Model?
• The PESO Model: A Comprehensive Guide
• Why Communicators Must Embrace the PESO Model

• The Future of PR: Why We Must Own the PESO Model

• Communicators: It’s Time to Step Up and Own the PESO Model

• PESO Model Breakdown

• How to Implement the PESO Model In Your Communications Program

• The Foundation of a PESO Model Program

• PESO Model: Implement and Measure the Four Media Types

• PESO Model Struggles
• How Every Sized Team Can Use the PESO Model

• Adapting the PESO Model as Your Own is Theft

Paid Media In the PESO Model™

• Does Paid Media Belong With Communicators?
• How to Use Paid Media In a PESO Model Program
• Getting Started With Paid Media In a PESO Model Program
• How to Use Paid Media to Improve Your Comms Plan
• The CAB Method of Paid Media
• When to Use Pay-for-Play
• Using Paid Media For Your Next Campaign

• What Are Your Biggest Paid Media Challenges?

• Using Paid Media for Your Next Tactic or Campaign

Earned Media In the PESO Model™

• Where and How Earned Media Fits In

• Where Earned Media Belongs in the Content Marketing Mix

• How to Use Earned Media In the PESO Model Process
• Making Earned Media the Star of Your PESO Model Program

• Getting Earned Media Results In an Information Overload World

• Earned Media: How to Design the Perfect Pitch

• Earned Media: The Three Foundational Pillars for Success

• Why Ignoring Earned Media Today is Detrimental for Tomorrow

• The Four-Step Process to Gain Earned Media Results

Shared Media In the PESO Model™

• Bringing Shared Media Into the Mix
• How to Use Shared Media In the PESO Model Process

• Shared Media Considerations In a PESO Model™ Program

Owned Media In the PESO Model©

• Start With Owned Media

• Making the Case for Contributed Content In Your Comms Plan

• A Deep Dive Into Owned Media In a PESO Model Program

• Maximizing Your Owned Media Strategy with the PESO Model

• A PESO Model Program Can’t Exist Without Owned Media

• The Nine Things You Need to Do for Owned Media Success

• What is the Future of Owned Media?

• Seven Ways to Ensure Owned Media Success

• Please Embrace Owned Media and Help Alleviate a Pet Peeve

Where the Media Types Overlap

• How Paid and Earned Media Should Work Together

• How to Integrate Owned and Earned Media In the PESO Model

• How to Use Owned and Earned Media to Drive New Revenue

• Maximize Owned and Earned Media to Garner (Real) Results

• Earned Media vs. Paid Media: The Truth In “No Upfront Fees”

• How to Implement the PESO Model Without Earned Media

Bringing the PESO Model™ Together

• Use the PESO Model to Supercharge Your PR Program

• Thought Leadership In the PESO Model

• How to Build Thought Leadership In the PESO Model

• Leveraging Authority from Your PESO Model Program

• Three Ways to Build Executive Thought Leadership

Measurement In the PESO Model™

• Five Owned Media Metrics Every Communicator Should Track

• Understanding Measurement Using the PESO Model

• The PESO Model: How to Measure Your Efforts (I)

• The PESO Model: How to Measure Your Efforts (II)

• The PESO Model: How to Measure Your Efforts (III)

• How to Measure Your PESO Model Efforts

• The Massive Guide to Measurement in the PESO Model

• What to Measure in a PESO Model Program

• 15 Key PR Metrics to Measure in a PESO Model Program

• The Double-Edged Sword of Measurement In the PESO Model

• PR Measurement: Metrics to Use for Success

• Use Content to Drive Your PESO Model and Metrics

The Executive’s Guide to the PESO Model©

• The Executive’s Guide to the PESO Model

• The Executive’s Guide to the PESO Model: The Benefits

• The Executive’s Guide to the PESO Model: How It Works

• The Executive’s Guide to the PESO Model: Driving Revenue

• The Executive’s Guide to the PESO Model: Benefits Beyond ROI

• The Executive’s Guide to the PESO Model: Measurement

Other Ways to Use the PESO Model©

• Using the PESO Model to Pivot Your Career

The PESO Model© Around the Web

• The PESO Model: What It Is and How to Nail It
• How the PESO Model Changes the Conversation for Communicators
• PESO Explained for Marketing and Public Relations
• PESO Model for PR
• PESO Model: The Ultimate Guide to Integrated Marketing
• PESO Model: What Is the PESO Marketing Model?
• What Is the PESO Model for Marketing?
• The PESO Model: Paid, Earned, Shared, and Owned Media
• What Is the PESO Model In Technical PR?
• It All Starts With Owned Media
• An Agency that Embraces the PESO Model
• Briefing: The PESO Model
• The PESO Model & Your Demand Generation Strategy
• What Is the PESO Model of Communication?
• The PESO Model with Gini Dietrich
• How Gini Dietrich Overcomes Content Marketing Challenges
• The PESO Model: A Comprehensive Framework for Modern Marketing Agencies
• So What? What Is the PESO Model?
• How to Use the PESO Model for Public Relations Marketing
• Leveraging the PESO Model
• The PESO Model with Gini Dietrich
• How PESO Makes Sense In Influencer Marketing
• The PESO Model Explained
• What Is the PESO Model?

• A Brief Breakdown of the PESO Model

PESO Model© Resources

• The PESO Model Certification©
• The PESO Model Certified Guide©
• Earned and Owned Media eBook
• The Latest PESO Model Graphic
• The Communicator’s Playbook