Getting traditionally earned media placements can be difficult when it comes to corporate thought leadership, positioning, and brand enhancement. The number of companies with a strong opinion to share or a compelling story to tell in the form of an op-ed or bylined article is much smaller than the number of editorial opportunities that are open.
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The PESO model integrates
How PESO Delivers Value
The PESO model integrates:
• Paid media, such as sponsored content, social media advertising, advertorial content, and specialized publishing opportunities available only to members.
• Earned media, which includes unpaid placements resulting from media relations campaigns, such as bylined articles, "newsjacking" placements, press releases, investor relations, blogger relations/link building, and word of mouth.
• Shared media, such as social media platforms are naturally created from curated content, user reviews, forums, and other online communities.
• Owned media, such as completely owned content marketing initiatives like blog posts, brand journalism webinars, podcasts, videos, and other visual content.
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How PESO Delivers Value
Under the PESO model, media visibility can assist the client and agency in proving the worth of communications initiatives. Analytics can be used to show the value of visibility, whether it is purchased, earned, shared, or owned. The following are some essential techniques to maximize PESO and show ROI:
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Metrics like page views, click-throughs, and engagement for paid media aid in narrating the narrative. Additionally, opt-ins or responses to a particular call to action will assist PR specialists and marketers in determining the success of a particular piece of content or social media campaign. As users progress through the sales funnel, web beacons can also recognize distinctive users and link them directly to paid campaigns.
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You can start by evaluating the value of earned media using straightforward metrics like advertising value equivalency (AVE). A publication's advertising rates are used to calculate the earned media value, or AVE, as the name suggests. Even though many people believe that AVE is an old metric, it can still be useful to provide this baseline data as an ROI indicator.
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You can analyze the messaging, including the breadth and tone of the coverage and its effects on social media, as part of your comprehension of the deeper value of earned media. Thankfully, PR experts can use advanced tools to quickly complete this kind of analysis. To demonstrate value, you can use landing pages that convert as well as earned media that produces sales leads.
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Engagement with your content and exposure are what give shared media its value. End users' responses to your social media posts and content give you credibility and add another level of outside validation. This validation can come from even a simple "like," and the extra reach and impressions, which are free, help increase value. The same holds for interactions between users and your brand and content on websites like forums, user groups, and review sites. Software tools can track, monitor, and analyze activity on popular social media platforms for your business to produce insightful reports you can use to support value and ROI discussions.
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Owned media's value stems from its exclusivity. Owned media contributes to your company's ability to control its message and tone, as well as the timing and delivery of said messages across various channels. Owned media enables businesses to speak without restraint in their voices. Owned media can even drive earned media coverage through thought leadership as a cost-effective branding exercise, and you can increase its effectiveness with natural social sharing and paid syndication.
In the end, PESO represents a cutting-edge strategy that allows PR to rely on more than just earned media coverage. PESO is a flexible approach to broad-based media awareness that combines numerous techniques and disciplines. It realistically takes into account a lot of companies and few editorial coverage opportunities scenarios.
