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The PESO Model has been around for a few years.

It’s a fairly new integrated model, in the big scheme of things, but it’s been in practice long enough that we know what works, what doesn’t, how to apply it to corporations and to non-profits, and how it works for B2B and B2C organizations.

The challenge with it, though, is a good majority of marketers and communicators look at the graphic that accompanies it and think, “Oh, I can do that!” because it’s simply a list of tactics.

When we revised the graphic earlier this year, we paid particular attention to how the media types overlap and what makes sense strategically.

Of course, people still look at it and think, “Oh, I can do that!” because all they see are the tactics.

But it’s not a tactical process. It’s a fully strategic and integrated model.

If there were ever a time to learn how to build a strategic PESO Model program, it is now.

Between the pandemic and furloughed jobs, and civil unrest and social injustice, the ability to evolve quickly has become more relevant.

That’s why we’re spending the next several weeks working through a strategic PESO Model framework.

Last week, we took a high-level look at it and the certification that accompanies it.

In the forthcoming weeks, we’ll look at how the media types strategically build into a PESO Model.

In this week’s episode, we look at owned media, how it works in this model, and why you have to stretch your left and right brains to do the work.

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