Since discovering the PESO Model™ Framework six years ago, I have advocated for its use. The original framework resulted from careful observation of PR industry trends and, in a sense, predicted the industry’s trajectory.
Through the years, we have seen the increased relevance of this framework as the power of social media unfolded and some mainstream print publications battle for relevance, cut jobs to stay afloat, and try to evolve to survive.
It is more difficult to secure earned media today than 10 years ago when the PESO Model™ Framework was first introduced – read about it here.
Secondly, we have seen shared media give everyday people a voice in a way that mainstream media could not. Influencers now command just as much attention as media houses and in some instances, a wider reach.
Big corporations and governments now harness owned and shared media to break news – think about how Elon Musk announced his acquisition of Twitter on the platform or the statement that Mark Zuckerberg put out on Facebook and on Meta’s website to announce that the company would be laying-off staff in 2022.
All these reasons, make the refreshed PESO Model™ Framework a welcome idea. In this post, we highlight some additions to explore:
- Wikipedia added to Earned Media – We’ve seen more politicians and public figures in Nigeria earn Wikipedia pages. Wikipedia references sources such as news stories or articles to create a profile, so, media relations is still relevant.
- Pay to Play added to Paid Media – This is better known as sponsored posts in our market. Brands have been forced to take up this option with fewer newspaper pages resulting in higher competition for news mentions. In addition, there are benefits like including a call-to-action or a link to the company’s website.
- Partnerships under Shared Media – Instagram’s collaborative posts feature allows brands to partner with influencers. Partnerships are advantageous for increasing reach and building credibility.
- Generative AI under Owned Media – Brands can now use generative AI to create a variety of text, audio and video content that can live on their owned media such as their website or blog.
Applying the PESO Model™ Framework is easy. Use paid media to expand your reach, build brand credibility using earned media, use owned media to promote your brand narrative and leverage shared (social) media to distribute created and curated content.
Learn more about the refreshed PESO Model™ Framework.
