Understanding the PESO Model to Support Your Small Business

​The PESO model is a framework used in public relations and marketing to categorize different types of media and communication channels. The acronym stands for:

●      Paid media: This includes any type of advertising that a company pays for, such as display ads, paid search ads, social media ads, and sponsored content. Paid media is typically used to promote products, services, or events, and is often designed to reach a wider audience than other forms of media.
●      Earned media: This refers to the publicity that a company or brand has earned through editorial coverage, news stories, reviews, social media mentions, and other types of non-paid media. Earned media is typically seen as more credible than paid media since it is not controlled by the company or brand.
●      Shared media: This includes social media platforms, blogs, and other online communities where people share content with each other. Shared media can be a powerful tool for companies to engage with their audience, build relationships, and encourage user-generated content.
●      Owned media: This refers to any content that a company or brand creates and controls, such as its website, blog, email newsletters, and other marketing materials. Owned media is important for establishing a brand's identity and providing information to customers, and can also be used to drive traffic to other types of media.

By understanding the different types of media and how they can be used together, companies can create more effective marketing and public relations campaigns. The PESO model can help them decide which types of media to focus on, and how to integrate them into a comprehensive strategy.

​How the PESO Model Can Support Your Small Business
 
The PESO model is important for small businesses because it provides a framework for creating an effective and comprehensive marketing and public relations strategy.
Here are some reasons why the PESO model is particularly useful for small businesses:

1. Helps to maximize resources: Small businesses often have limited resources, both in terms of time and money. By understanding the different types of media available through the PESO model, small businesses can determine which channels will be most effective for reaching their target audience and allocate their resources accordingly.
2. Provides a holistic approach: The PESO model takes into account all four types of media - paid, earned, shared, and owned - and encourages businesses to use them in an integrated and strategic way. This helps to ensure that all marketing and PR efforts are aligned and working together towards a common goal.
3. Increases visibility and credibility: By using a combination of paid, earned, shared, and owned media, small businesses can increase their visibility and credibility with their target audience. Earned media, in particular, can help to build trust and credibility with customers, as it is seen as more trustworthy than paid media.
4. Facilitates measurement and evaluation: The PESO model provides a framework for measuring the effectiveness of different media channels and evaluating the success of a marketing and PR strategy. This allows small businesses to track their progress, identify areas for improvement, and adjust their strategy as needed.

Overall, the PESO model is a valuable tool for small businesses looking to create a comprehensive and effective marketing and public relations strategy. By understanding the different types of media available and how they can be used together, small businesses can maximize their resources, increase their visibility and credibility, and achieve their marketing and PR goals.

My Big Day Marketing & Events has the marketing experience and knowledge to help your business use the PESO model to fit your needs. We can help you develop a comprehensive strategy that will deliver results.

​Download our FREE printable of the PESO model below!

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