Earned media (article placements, media coverage, etc.) has always served an important role for both the contributor and the media that publishes that content; yet this symbiotic relationship has been rocked recently. Well-intended PR pros are venturing beyond only earned media, and embracing the PESO model. Admittedly, the days of keeping the ad sales and editorial departments completely separate appear to be long gone.
Understanding the PESO model will allow for more efficient and effective management of messaging for campaigns. PESO, which stand for paid, earned, shared and owned, refers to the different categories of media that modern PR pros, and marketers alike, are targeting.