In the PESO model, the ‘E’ comes last

In one of the previous ones publication Kliping Belgrade agency dealt with the PESO media planning framework. Although they essentially completed the story then, they will now additionally look at the order of the letters from the abbreviation, because it is very important for the success in the application of the stated framework.

How to move within the PESO framework?

Paid, earned, shared i owned the media represent the pillars of the PESO model of integrated communications. Gini Dietrich who is in her book Spin Sucks presented this model became world famous for finally shaping and defining what companies, brands and organizations have long hung over their heads – isolation of sales, customer support, marketing and public relations services in relations with each other.

While the company’s marketing has traditionally dealt with paid media (advertising), and PR with well-deserved – earned media and cultivating good relations with journalists, O owned (i shared) the media was mostly not particularly cared for by anyone (and in many cases, it was a hot potato placed in the ownership of no less and no more than – IT sector).

We can pay special attention to the question of importance and order in the attention to be paid to media channels. Although PESO is an acronym that is easy to remember, its reading in the opposite direction also has its full meaning – because while media owned (O) and social media (S) are under this or that kind of control of the organization, deserved (E) media (as what the name says) should be well earned and as such are considered the most valuable, while paid (P) are a special category that deserves special attention.

Merit for attention

One of the basic responsibilities of PR is fostering relationships with the media and journalists. However, journalists are overwhelmed with information: u great research FRACTL, more than half of the journalists stated that they receive between 50 and 500 announcements a week, and 70% of them create at most only one story / publication per day. Everything else remains unanswered.

How in such a situation to earn attention? One of the best answers is – work on arranging your own media (owned, also shared which are their subtype), which includes all content under the control of the company or brand: website (absolutely above all else), company blog, commercial-professional brochures, e-books, podcasts, as well as press releases, including email lists (while in shared media include social media accounts).

In search of an uncut diamond

One of the flagships of the digital PR profession in the United States, Sarah Evans, believes that the key to gaining the favor of journalists and earned media a combination of the exclusivity of the placed story and their eternal search for hidden treasure which is potentially hidden in information that the competition has not reached.

For that combination to happen, PR should not create mass, uniform, “one size fits all”Announcements, but to them segments by media type, with a high degree of personalization.

To intrigue the writers of the news and articles, the statement that Evans uses is short, clear, previously adapted and addressed to only a few selected for the occasion. In doing so, it:

  • contains 5 to 7 intriguing media publishing ideas with their brief descriptions;
  • for TV journalists it contains links to relevant video content;
  • for journalists from the print media contains links to more detailed information.

What she points out is the PR version of the saying to be success happens when the opportunity encounters preparedness. According to her, modern, digital outreach is a gradual process imbued with patience and perseverance, and to be successful, owned the media must be maximally “weighted” and that is exactly the moment when we return to the initial ‘O’ from the abbreviation as the source of “media treasure”.

Read the full text on the agency’s website Clipping Belgrade.


Source: PORTAL by marketingmreza.rs.

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