The PESO Media Model

When developing a communications and media plan for any size organization, it’s important to balance resources among all available types of media. Lean startups, with diverse but small teams, are more likely than most to lean into the media that we are most comfortable with. But to gain the most impact, we must strategically develop plans that use every available channel—while focusing the most resources where they will give the greatest ROI.

To help visualize and implement this kind of strategy, SpinSucks developed the PESO Model: Paid, Earned, Shared (or social) and Owned media.

Using this model will help you make the most of all your communications efforts and marketing campaigns—energy devoted to a channel in a silo is energy wasted. Make sure when you hire a communications or marketing firm, that they consider multiple channels, even if those are not channels they will manage. If a department, team, or contractor group doesn’t take into consideration the efforts not owned or managed by them, consider it a red flag that you will not be getting a cohesive, impactful, or lasting result from their work.

Before making your next hire, ask how the marketer’s efforts will complement and be complemented by other media and communications channels. When done well, all sales, investor relations, public relations, marketing, and community building efforts blend and flow together to build lasting authority for your brand, increase revenue, and create a reputation you can build on for years to come.

Learn more about the SpinSucks PESO Model at spinsucks.com

To get clarity on how well your organization is implementing a cohesive media plan, book a fifteen-minute, no pitch Clarity Session with Brazen today.