How the PESO Model Changes the Conversation for Communicators


Availability
On-Demand
Full Price: $645
Members: $345

Categories: Communication Strategy, Media Relations, Social Media, Techniques & Tactics

The PESO model takes the four media types — paid, earned, shared and owned — and merges them together for an integrated — and measurable — communications program. Most of the industry had adopted the model, but not many truly know how it all works together and drives business results. Join Gini Dietrich, the founder and author of Spin Sucks and creator of the PESO model, to learn how to implement it within your organization.

In this three-module course, you will learn:

  • What the PESO model is and how to build a strategic framework.
  • Owned media: why you should start there, and how it works with the other three media types.
  • Earned media: how the backbone of the communications industry becomes measurable and delivers business results while integrated with the other three media types.
  • Shared media: how social media has evolved, what to use and when to use it, and how it integrates with the other three media types.
  • Paid media: how to use social advertising, email marketing, native advertising, and more to integrate with the other three media types.
  • How authority and thought leadership are formed when the PESO model is executed correctly.
  • How to measure your PESO model program, including metrics to track and what to report.

Module 1: Mastering Modern Communications

The PESO Model is an integrated program that allows communicators to not only build authority and credibility but do so in a measurable way that makes sense to the organization(s) for which they work. Combining paid, earned, shared, and owned media, the PESO model helps you craft a strategic framework that makes sense for your organization’s goals. You can decide which media types are most important, how you’ll plan, how you’ll execute and, most importantly, how you’ll measure your efforts. Gini Dietrich, the creator of the PESO model and founder and author of Spin Sucks, walks you through how to get started and how to build your framework.

Module 2: Strategy Development and Planning

Now that you understand how the PESO model works and have an outline of your framework, it’s time to focus on each individual media type. Owned media has changed significantly in the past 10 years. Along with the changes comes your ability to benchmark and measure your work through metrics such as domain authority, search rankings, and lead generation. In the owned media module of this section, you’ll learn how to create content for both robots and humans—and what it looks like to beat your competition for first page Google results every time.

Then we’ll focus on the backbone of the communications industry with earned media. It certainly has evolved and is less effective today than even just five years ago, but there are still plenty of ways you can use this credible and necessary tactic to reach your goals and deliver business results...especially when combined with the other media types. In the earned media module of this section, you’ll learn how to work with journalists, bloggers, and influencers to continue to gain on your competition and achieve marketplace dominance.

From there, we’ll move to shared media, which is both exciting and the bane of our existence. How often do you hear that the intern can handle social media because he or she grew up with it? A lot. Here’s the thing, though. It constantly evolves and, if you don’t keep up with the trends, or work in it night and day, it’s not so easy. In the shared media module of this section, you’ll learn how social media has evolved, what to use and when to use it, how to measure it … and how it integrates and is a very necessary part in the PESO model.

And lastly, we’ll move to paid media, which isn’t typically something communicators consider when they’re crafting a plan. But it’s ideally suited to what we do because, in a PESO model program and particularly online, paid media is communication, relationship building, and lead nurturing. In the paid media module of this section, you’ll learn how to use social advertising, email marketing, native advertising, and more to deliver real business results.

Module 3: Leadership and Measurement

Typically, the “result” of most communications efforts, is awareness or, at best, proven market leadership and/or increased and unaided brand recognition. In a PESO model program, though, you begin to build authority and thought leadership, which allow you to prove your work in an investment versus an expensive. In this section, you’ll learn how to measure your PESO model program, including metrics to track and what to report. It shows you how to implement a program that will garner business results.

Presenter

Gini Dietrich, founder and CEO, Arment Dietrich

Photo of Gini Dietrich

Dietrich delivers numerous keynote presentations, panel discussions, coaching sessions and workshops across North America and Europe on the subject of online technology use in communication, marketing, sales and HR.

One of the top-rated communication professionals on the social networks, Dietrich recently was named the number one PR person on channels by Klout and TechCrunch, and number one on Twitter by TweetLevel. She also can be found writing at Crain’s Chicago Business, and in various PR and marketing blogs and publications.

                 

Accreditation

Participants with the APR credential earn 1.0 APR Maintenance Credit for each completed module of this course, for a total of 3.0 credits. www.prsa.org/Learning/Accreditation.