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The PESO model is like a pyramid with four corners. Each corner must be built solidly, or the entire structure will collapse.
Likewise, you must use all four media types for the PESO model to be successful—and allow you to correlate your communications efforts directly to sales.
In this week’s show, we cover the improvements made to the PESO model graphic and process, and we discuss the official certification that is now available through Spin Sucks and the S.I. Newhouse School for Public Communications at Syracuse University.
Here is what you can expect to learn more about:
- How the tactics listed under each media type were updated to focus more on strategy.
- Why lead generation, search engine optimization, distribution and promotion, and marketing communications were added.
- Why paid media has been expanded to include marketing communications as it intersects with earned media.
- Why lead generation is now its own subcategory that intersects with owned media.
- The updates to earned media—and why it’s not just “publicity” or media relations anymore. As well, why community has been added as a new category.
- How shared media has evolved to include reviews, forums, and organic engagement.
- Why distribution and promotion have been added.
- Where partnership now lie.
The biggest change to the PESO model is the strategic approach to your communications program that will allow you to make a direct tie between your work and sales.
When using all four media types, you’ll build a pyramid that allows your communications program to stand the test of time.
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For more information about the new PESO model graphic, process, and certification, head over to the Spin Sucks Academy.
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