The PESO Model©

Paid, earned, shared and owned media overlap now more than ever. Effective strategies incorporate all four components of the PESO Model©, created by Gini Dietrich, blending them to establish thought leadership, credibility, trust and authority that fuel a company or organization’s reputation.

Build owned content with storytelling you control on your website, in newsletters and blogs, and by using video. Share it through social media, community engagement and partnerships.

Pay to amplify it using sponsored content, social ads and digital advertising.

And rubber-stamp it with coverage and attention from traditional media, bloggers, podcasts and stakeholders.