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About eight years ago, we launched the PESO model. Today it’s everywhere. Although we’ve constantly refined and improved it over the years, it’s not always easy to implement.

In this week’s show, we talk about the four reasons people can struggle with it, and how to overcome those obstacles.

• Experience and wisdom: People with expertise and experience often know what works and stick with that. Often, however, they’re not open to learning new skills, strategies, or tools. Start small, and show them how the PESO model can be used to make decisions based on data.

• Being. So. Excited. About. Tactics.: Tactics aren’t strategies; they’re just steps along the way to fulfilling the goals in your PESO model communications plan.If you’re someone who gets excited by every new thing, help yourself by allowing some wiggle room in your program to experiment with different tactics.

• Wishful thinking and untrue assumptions: Strategy, communication, and logic aren’t quick fixes. PR isn’t an instant fix or a miracle worker. The best way to correct wild assumptions is to use the model itself and tie it to specific short-term goals that lead to long-term outcomes.

• Lack of a big picture understanding: Christopher S. Penn says that you should think about artificial intelligence as a symphony, with you as the conductor. This means you have to know everything about the PESO model, how it works, and how to integrate it all to create authority, credibility, and results.

Have Your Say

What do you struggle with in trying to implement the PESO model?

Do executives fight you when you want to do more than media relations?

Share your insights in the Spin Sucks community.

Resources

PR Pros Must Embrace The PESO Model

Media Relations Is A Tactic, Not A Strategy

The PR Industry and The PESO Model

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio