What Is the PESO Model? 

The PESO Model is a framework for planning and evaluating integrated communication campaigns. P = Paid, E = Earned, S = Shared, O = Owned Media. 

PAID MEDIA 

Communication paid for by an organization.

Examples: social ads, sponsored content, influencer sponsorships. 

Benefits: control, targeting, visibility. 

EARNED MEDIA 

Publicity gained through third-party coverage.

Examples: news stories, interviews, reviews. 

Benefits: credibility and validation. 

SHARED MEDIA 

Content distributed through social networks.

Examples: Instagram, TikTok, hashtags, user-generated content. 

Benefits: engagement and community. 

OWNED MEDIA 

Channels controlled by the organization.

Examples: websites, blogs, newsletters. 

Benefits: control and consistency.