You may have heard these terms before, but what do they mean, and how are they used? Paid, earned, owned, and shared media are commonly known as the PESO model. The PESO model is a strategic framework that integrates each channel into one marketing and communications strategy.
This system was created by Gini Dietrich, founder of Spin Sucks, in 2014. The PESO model helps public relations teams integrate the four channels to communicate a message consistently and effectively.
Paid Media
Paid media is any type of promotion that an organization pays for to reach an audience. One of its biggest benefits is having control over who sees your message, when they see it, and where. Paid media can help increase visibility quickly. However, it may require a larger budget, and visibility will end when your spending does.
Examples:
- Google Ads
- Ads on social media
- Billboards
- TV commercials
- Influencer paid partnerships
Earned Media
Earned media is publicity your organization, product, or service receives from third parties because you did something newsworthy. It is a cost-effective way to gain coverage. Since it comes from a third party, it tends to carry more credibility and trust, positioning your organization as authoritative.
Examples:
- Press coverage including news articles, interviews, and magazine features.
- Customer reviews
- Word of mouth
- Unpaid social mentions
- Industry awards
Owned Media
Owned media, also referred to as controlled media, is any content that your organization creates. It gives organizations full control over the content and the ability to communicate with their audiences. One of its benefits is that it is cost-effective and has long-term value.
Examples:
- Website
- Social media profiles (Instagram, Facebook, X, LinkedIn)
- Blogs
- Email Newsletter
- Landing pages
Shared Media
rs to your content being organically spread across social platforms. Shared media helps organizations increase engagement and awareness. However, it can also be unpredictable, and organizations have limited control once content is circulated. This is where you can learn what your audience cares about, what’s working, and what’s not.
Examples:
- Social media activity like comments and shares
- A viral trend on TikTok
- Reposting a reel on Instagram
- User-generated content
- Sharing a post under a campaign hashtag
Bringing Them Together
Paid, earned, owned, and shared media each have their own advantages and limitations when used alone. When used together, they produce more meaningful results. Each model complements the others to build an enhanced strategy.
Not every organization will use each area of the PESO model in the same way. For example, a nonprofit organization may lean more heavily on owned and earned media to build awareness around its mission. A business launching a new product or service may rely more on paid promotion and owned media to increase awareness and gain sales.
Understanding the differences among paid, earned, owned, and shared media can help organizations gain a clearer picture of how communication can be used. Each channel serves a different purpose, but when put together, they build authority, reach, and deliver measurable results.
Let Us Build Your Strategy
Organizations that get the most out of communication strategies don’t rely on a single channel; instead, they build a strategy where they work in connection with each other. If you are ready to combine these into a strategy that works for your organization, South Shore PR is here to get you started. Click here to contact us today and schedule a consultation.
