What is PESO communications and why should I care?
A few weeks ago, we wrote about what global tech PR ‘means’ around the world.
In some countries, global tech PR equals media relations or earned media (i.e., building lasting relationships with the media on your behalf). In other countries, however, PR has evolved to cover the full PESO communications model or even Integrated Marketing Communications.
What is PESO communications, you ask?
Well, you could ask ChatGPT for the answer, but it will just tell you that the PESO model is an economic model related to the Mexican peso crisis of 1976 (trust us, we checked).
And, of course, that’s not what we had in mind — and it’s the wrong answer (cheers, AI).
PESO stands for Paid, Earned, Shared, and Owned media channels, and it explains how some global tech PR firms are expanding their services to find new ways of communicating your messages and storylines.
Paid media covers everything related to advertising: Google Ads, LinkedIn ads, TV, radio, print advertorials, etc. If money is changing hands, it’s paid media.
Earned media refers to the activities you’d traditionally expect from a tech PR agency: creating storylines that are genuinely interesting to the media and its readership, distributing news and stories, and generating independent, unbiased press coverage on your behalf. It’s called “earned” because agencies must work hard to earn that press coverage.
Shared media refers to content shared via social channels. This involves the process of sharing content, rather than simply posting it on your Owned social channels (where it may not get shared).
Owned media relates to any channel that you own, e.g., content on your website or blog, e-newsletters, podcasts, YouTube channels, or your own social platforms.
Not every tech PR agency in every country offers the entire PESO model, because it may not be a suitable communications method locally. However, it’s always worth asking the question and taking local advice.
As we mentioned before, in the UK, for example, our member agency, Jargon Group, has moved beyond the traditional PR role and now focuses on organic shared media and even the social advertising space. In the US, our member agency, Wired Island, is working in a similar way, recognising the importance of a cohesive messaging strategy across all channels, including social media and website (owned) content. In Spain and Portugal, our member agency, Noizze Media, works with a number of partners to deliver PR, marketing, events, advertising, and social media to clients.
