Definition
from spinsucks.com
The PEO (Paid-Earned-Owned) Model is an integrated communications framework for classifying communications efforts by dividing distributed content into three partially overlapping groupings:
- Paid media: Content distributed through third-party-owned channels for a fee. This includes items such as placed advertising (e.g., television, radio, digital, print) and sponsorships.
- Earned media: Content distributed through third-party-owned channels without a fee. This includes items such as PR-effort-driven news mentions and word-of-mouth.
- Owned media: Content distributed through marketer owned or controlled properties. This includes items such as articles on the marketer’s websites, product packaging, search engine optimization efforts, and marketer blog, podcast and video posts. [1]
The PESO Model
In the 2014 book Spin Sucks [2], Gina Dietrich presented an expanded version of this framework, the PESO (Paid-Earned-Shared-Owned) Model, which includes shared media as a fourth group:
- Shared media: Third-party created content generated on and distributed through social media platforms, forums, and other online communities. This includes items such as organic social media mentions and product reviews.
References
- Common Language in Marketing Project, 2022.
- spinsucks.com/communication/peso-model-breakdown/