The PESO model has been gathering interest in the PR world since Ginni Dietrich‘s (at Spin Sucks) seminal work in 2014. It covers the main channel forms open to PR. Its important because it segments them for the digital age.
Let me explain….
Its mainly because it builds in a consideration for paid exposure within the PR remit.
The inclusion of paid makes it different. There has been a subtle shift for online advertising almost to the point of merging with the other content. Nowhere is this more noticeable than in search where paid content looks increasingly similar to the natural listings (show search result page). The outcome is that user understanding of what is above the line and below the line is increasingly blurred. I would go as far as saying this traditional marketing distinction is no longer fit for use.
This blog explores the changes in the search page and in particular the melding of the paid and natural content. We ignore this at our peril!
For PR this impacts on how a campaign is structured. Using paid it is possible to target audiences with some precision. Configuring these ad tools is a skill PRs need to be comfortable with.
Our increasingly indiscriminate audience is best reached through a blend of paid, earned, social and owned. With experience and an effective measurement system it will become clear what portion of resource needs to go where. Because of the similarity between the paid and other parts of a page the content that you put in the paid content should reflect the natural coverage.
I would love to hear if you have a view – please share!
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