Paid, Earned, Shared, and Owned Media
In a land far away, the departments of public relations and marketing lived in their own silo kingdoms. There were ad agencies that focused on creative and paid media strategies, then public relations (PR) agencies that focused on relationships. Then of course, there was owned media, which is the content that has been produced and published by a brand itself.
Along the way, it was discovered that a good marketing strategy is both comprehensive and integrated. In order for the most optimized potential, the kingdoms have to be able to operate together. This allows opportunities to be planned and coordinated which allows for one comprehensive message for the target audience.
The result of this is the PESO Model. It is an acronym for Paid Media, Earned Media, Shared Media, and Owned Media. Below I’ll describe the differences in each one of these.
Includes all marketing efforts that require payments in order to feature your business on external websites and networks. Paid Media includes pay-per-click (PPC) advertising with Google AdWords, display ads on social media such as Facebook or Instagram, as well as sponsored post on industry or influencer blogs. Using paid media, you are able to extend your reach and drive traffic to your site by building relationships with partners and customers.
This describes the coverage of the business on external sites that you didn’t pay for. To earn media, you have to stand out from the competition, create great content, products/services that users feel are worth sharing. Mentioning, re-posting, and reviewing are all methods of earned media.
Shared media is that media that allows you to amplify your content through your own audience. This is things shared via social media sites such as Facebook, Twitter, YouTube, Pinterest, Instagram, etc.
**So what’s the difference is Shared Media and Earned Media?
Earned media is when you have earned the opportunity through media relations to appear in a story/post.
Shared media is user-generated content such as that found on social media. Top Rank Blog breaks it down in an easy to understand manner- “Shared media can propagate across one individual’s network to others. Both Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.”
Owned media is that which you have full control over. For instance, your website/blog are properties owned by you. This allows you to fully control the narrative and build out from there into the other areas of media.
IMAGE: GINI, SPING SUCKS
It’s been argued that if you were to go in order it would look more like OESP or Owned, Earned, Shared, and Paid. However, that is not quite as easy to remember. The bottom line of it all is that the PESO model shows that what we do is integrated and measurable.
Take an inventory of your various media and when new content is created, determine which category it best fits into. There will be some that can be used in multiple areas and others that are best customized to be specific. The important part is understanding the different types of media and what their role is.
Need help figuring it out? Contact me for a consultation.