Why and how PR pros should adopt the PESO model

In a system that merges four kinds of media—paid, earned, shared and owned—savvy communicators can keep up with the shifting landscape of news and information dissemination.

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The business world has been upended with the introduction of social media and access to better data, but the PR industry has stayed stagnant.

Although there are industry voices committed to the idea that a PR professional who says she can tie her efforts back to your business results is a snake-oil saleswoman, there are also voices, such as Monique Bonner, the vice president of marketing at Dell, who told Mashable, “It drives me crazy when PR people say they aren’t in marketing.”

PR is marketing and sales and customer service. PR can generate leads, nurture them, and convert them to sales; it can attract new donors.

PR absolutely can provide value to other stakeholders.

Your PR team can do these things better if it uses an integrated PESO model and stops thinking of itself only as a brand enhancer and not a business driver.

What is the Integrated PESO Model?

The PESO model takes the four media types—paid, earned, shared and owned—and merges them together.

They are:

When the PESO model is working at its best, it can help you establish authority, where others see you as an expert—even your competitors—and Google links to you on the first page of results.

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