What does the acronym PESO stand for in public relations?

The acronym PESO stands for Paid, Earned, Shared, and Owned in public relations. This model helps PR professionals understand the various types of media channels available for communication and engagement with their audience.

Paid media refers to any content that is paid for, such as advertisements, sponsored posts, or pay-per-click campaigns. This type of media allows brands to reach a broader audience and promote their messages through targeted placements.

Earned media encompasses the publicity gained through promotional efforts other than paid media. It represents the organic coverage a brand receives when media outlets or influencers write about it, based on the quality and newsworthiness of the brand's actions.

Shared media involves content that is shared across social media platforms. This can include posts, tweets, or shares on platforms like Facebook, Twitter, Instagram, and LinkedIn, where audiences can interact with and disseminate the content, thus expanding its reach.

Owned media refers to the content that a brand creates and controls, such as its website, blogs, newsletters, and social media profiles. This controlled media allows the organization to craft its narratives and provide valuable information directly to its audience.

Understanding the PESO model is crucial for public relations practitioners because it emphasizes the interconnectedness of these media types and how they can be