Tomonori Hata / HATA LLC.What Is the PESO Model? Using Paid, Earned, Shared and Owned Media
The PESO model is a way of designing communication by combining four types of media: paid, earned, shared and owned.
The four media types
- Paid media: Media you pay to place content in, such as online ads and TV or magazine advertising. They reach a chosen audience quickly.
- Earned media: Media you earn through trust, such as press coverage, word of mouth and mentions by third parties. Highly credible, but hard to control.
- Shared media: Media that spread through sharing and conversation, such as X, Instagram and YouTube. Well suited to building relationships with fans.
- Owned media: Media you manage yourself, such as your own website or blog. Information accumulates there, and it receives visitors from the other media.
Why combine them
Each medium has strengths and weaknesses. Use ads to widen awareness, social media to build empathy, press coverage and word of mouth to raise trust, and your own site to turn interest into inquiries. When each medium has a clear role, the whole works better.
How to design it
- 1. Set the goal and the metrics
- 2. Decide who you want to reach
- 3. Assign a role to each of the four media
- 4. Review the numbers and improve
HATA’s approach
HATA LLC. builds media strategy systems based on the PESO model, including branding, risk management and data analysis, to help solve management challenges. See Media Strategy (Japanese).
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