Navigating Modern Media with the PESO Framework
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What is the PESO model
The PESO model- standing for paid , earned, shared, and owned media- is a framework that involves different communication channels to increase a brands audience engagement and reach. Developed by Gini Dietrich , a public relations expert and founder of Spin Sucks, the model helps organizations plan and measure their communications more effectively. Each channel has its own strategy and role in helping organization tell their story and build trust.
Paid media includes advertising and sponsored content that company pays for to reach targeted audience. Most of us see paid media everyday on all kinds of social media platforms, some example would include Google Ads, social media sponsored posts, or influencer partnerships. Paid media ensures that the organization message reaches it specific audience and also allows said organization to control the narrative.
Earned media is the exposure or publicity that comes from the "word-of-mouth", shout outs, media coverage, or influencer reviews. However it is very important to understand that earned media is NOT paid. This builds credibility because it is more authentic due to the fact it comes from a third party like the ones mentioned.
Shared media is the user- generated content and genuine interactions on social media platforms. Shared media can create brand awareness because organizations can reach a lot of people quickly and easily. When organizations allow there content to be shared it also builds connections and gives market insights from their audiences interactions
Owned media consists of the content that is fully owned by an organization such as websites, newsletters, and branded videos/ pictures. This gives organizations full control over content and the messaging over their branding. Owned media is important in the long run for audience loyalty.
Each PESO model is different and plays a different important role in sharing content. Paid creates awareness; Earned builds credibility; Shared encourages community; Owned fosters loyalty. Together they form a perfect communication strategy.
Delta Air Lines on instagram
Delta started out as a small crop dusting company in Georgia, founded in 1925. Fast forward Delta Airlines has evolved into one of the worlds largest global carriers, with over 275 destinations on 6 different continents. They offer passenger flights, cargo transports, and loyalty programs.
The airlines social media presents reflects it's core values; innovation, optimism, and human connection. The tone is very inspirational, travel focused, and inclusive. Delta also makes sure to put the spotlight on their customers and employees to share real life stories of service and travel.
In this Instagram post, Delta shared a interactive decision tree designed for engagement and visibility. The post encourages users to swipe through the slides and think about their own traveling styles through the yes/ no flow chart.
This post best fits under the shared media category of the PESO model. Shared media is interactive, about the community, and is social engagement driven. This post does all of those things by encouraging users to share and have authentic participation in the post. Shared media like this post helps build and research larger audiences in a natural way.
From Shared to Owned Media
To reimagine Delta’s interactive Instagram post for another PESO category, I transformed the Shared Media quiz-style content into Owned Media by redesigning it as an interactive article on Delta’s official website, the Delta News Hub.
The web version is titled “What Kind of Traveler Are You? Find Your Perfect Destination with Delta,” and features the same decision tree questions that guide users through their travel preferences but in a complete self contained, brand-owned environment.
In this version, users can click through options on Delta’s site and receive personalized travel recommendations, links to flight packages, and travel tips put together by Delta experts. The shift from Shared to Owned Media gives
Delta more control over content, user data, and branding consistency while keeping the fun. This remix also aligns with PESO best practices by strengthening Delta’s direct relationship with its audience by driving traffic to their website, increasing time on site and all while encouraging bookings. This Owned Media version becomes a long term engagement tool within Delta’s digital platform.
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