Remember the days when you could walk into a bookstore or even a supermarket and browse what felt like hundreds of magazines? I have a distinct memory of being in my mid 20s and walking out of a Barnes & Noble with a stack of 15+ magazines I wanted for researching mastheads and columns.
Sigh. And while there are a bevy of new online publications we must face the fact that the media landscape is not what it once was. And that means adapting to the way things are today.
Given the constantly evolving media landscape, leveraging a strategic mix of earned, owned, and paid media is more crucial than ever. As we see a continued blurring of the lines between communication disciplines, opportunities for earned coverage are becoming more limited. While it may take more effort than it used to, the results are still powerful. Many of our clients were focused on earned last year and we stopped at the end of 2023 to reflect on our big wins.
At RoseComm, our work transcends traditional PR. And it has for many years. We assist clients in creating meaningful, shareable content that resonates across both traditional and digital platforms. We’ve been believers in the PESO model – paid, earned, shared, and owned media – for many years and expect it will play an increasingly vital role for communications pros as they develop strategic PR and marketing plans for their clients.
A recent piece of evidence pointing towards this shift is how our own professional association’s description of an award category for media relations: Programs that utilize a combination of marketing communications tactics — including but not limited to earned media, paid media, advertising, digital communications (website, blogs, email marketing, etc.), content marketing, social media and conference activities — to promote your client or organizations. Our own industry is acknowledging paid, shared and owned channels are part of media relations! Plus, there’s a separate category for integrated marketing!
Each component of the PESO model offers unique advantages. Paid media, through digital advertising and sponsored content, drives traffic and engagement. Earned media, such as media and influencer relations, provides credibility and authentic endorsements. Owned media, including blogs, allows for full control over the messaging. Shared media, leveraging social platforms, facilitates community engagement and organic reach.
Are you maximizing your messages and working towards visibility on a mix of platforms?
