Understanding paid, earned, shared and owned media and how each one contributes to your overall communications strategy
The terms “Paid, Earned, Shared and Owned Media” are seen and used far and wide, but the differences between them are not always clearly understood.
I recently attended a virtual event, where industry experts emphasised the importance of recognising what makes each of these four media types vital in executing a successful communications strategy.
Relying too heavily on one media channel can leave your communications strategy vulnerable when unexpected changes occur. For example, you might have secured a published interview in the front few pages of a magazine. However, the day of the article, an industry heavy-weight announces they’re stepping down, and your interview ends up at the back, hidden among other media coverage, or, even worse: not used at all.
This shows the importance of an integrated approach, making sure your announcement is getting out there on every possible platform, and so achieving the greatest amplification of your message.
What is the PESO Model?
- Paid Media – as the name suggests, this is any media that you pay for. This can include everything from search engine and display ads to social media ads, paid influencers and native advertising, as well as print advertising.
- Earned Media – where you earn the coverage that appears in front of people. This is usually achieved through positive PR; this involves getting a journalist, blogger or influencer to publish your story.
- Shared Media – Shared media refers to any content that is shared on social media.
- Owned Media – Owned media is the content that lives on your website or blog, over which you have complete control
The PESO model allows you to take a step back and see the bigger picture when it comes to communications activities. It shows where efforts are being focused, and where more attention is needed to create a seamlessly integrated mix.
Each one is far more effective when used in conjunction with the others than in isolation. While each aspect of the PESO model is different, they complement each other to garner results and create a cohesive message.
Repurposing content is a great way to use the PESO model in your campaign plans. Have you recently distributed a press release? Update the content accordingly to be used on your website as a blog, share the blog on your social channels and write about it in your company newsletter. To reinforce the messaging, paid-for adverts can also help ensure your target audience sees your content.
So, why should you understand the PESO model? It will help create a killer integrated communications plan that is flexible and formulated to consistently reinforce key messages over a variety of channels, delivering successful results.
When approached holistically, what starts as a simple announcement to generate industry news can end up transforming into an entire campaign that reaches your customers via the channels where they consume information, in a meaningful, compelling, targeted manner.
The 514 Media team are experts in ensuring our clients’ messages reaches the right audiences – wherever they are in the world. If you have an upcoming announcement or are seeking a new approach to your communications strategy, get in contact with the 514 Media team today.