The media environment is undergoing rapid transformation, with distinctions between traditional and digital platforms becoming increasingly unclear, says Sasha Kupritz, Owner of TenacityPR.
Today, it is less important whether a campaign utilises digital media, print, or radio what matters is the strategic integration across channels for maximum impact.
The Evolution of PR Models: PESO to POSE
In 2014, Gini Dietrich, Founder and CEO of Spin Sucks, introduced the PESO (Paid, Earned, Shared, Owned) model as a comprehensive framework for public relations and marketing. This model became widely embraced for its holistic approach to campaign planning.
A decade later, Dietrich recommends updating the PESO model to POSE (Paid, Owned, Shared, Earned). This shift reflects the equal optimisation of all four channels, traditional and digital, across business-to-consumer subject matter. The new acronym underscores the importance of integrating paid, owned, shared and earned media for comprehensive communication strategies.
Paid: The Foundation of PR
Paid media forms the bedrock of PR strategies. The practice of paying for coverage is longstanding; for example, "advertorials" a hybrid of advertising and editorial content have been used for over 80 years. The essential difference between advertorials and standard advertising is transparency ethical PR mandates that paid content be clearly identified to maintain audience trust.
Owned Media
Owned media serves as a crucial platform for organisations to build credibility and attract earned media opportunities. By consistently publishing high-quality editorial content, brands can position themselves as authoritative voices within their industry. This editorial focus not only strengthens the reputation of the organisation but also garners the attention of journalists and media outlets, increasing the likelihood of gaining media coverage.
As a result, the strategic use of owned media channels, such as company blogs, websites and newsletters, plays a key role in establishing trust and setting the stage for the recognition and validation that comes with earned media.
Shared Media: Gateway to Earned Opportunities
Shared Media means the careful optimisation of platforms to reach a wider audience through strategically placed content on sponsored media platforms with the aim to secure earned media, which signifies widespread recognition. Through building a familiar and trustworthy brand on selected media such as newsrooms and digital platforms, organisations create coverage that, whilst paid and owned, creates trust in the media.
Earned Media: The Pinnacle of PR
Earned media is not simply a channel, it represents the end goal. It delivers the highest degree of credibility and lasting reputation benefits for a brand. This differentiates PR from marketing by emphasising relationships, trust and third-party validation rather than immediate sales outcomes.
Achieved through editorial coverage, reviews and organic mentions, earned media stands as the pinnacle of public relations. Unlike paid, owned and shared media, it cannot be bought or controlled by the brand. Instead, it is conferred by independent media channels platforms by journalists who deem the brand's activities newsworthy or valuable.
The impact of earned media is significant because it signals genuine trust and reputation. Recognition gained without financial incentive builds enduring relationships with audiences, establishing ongoing credibility. This form of media sustains brand reputation over time and demonstrates PR's effectiveness in fostering authentic engagement beyond short-term marketing goals.
For more information, visit www.tenacitypr.co.uk. You can also follow TenacityPR on Facebook, LinkedIn, or on X.
*Image courtesy of contributor