Each month, the Public Relations Society of America (PRSA)-River Cities Chapter hosts an in-person meeting in one of our 15 counties. We visit with seasoned communications professionals in our area to learn about the latest public relations strategies and tactics, their successes and missteps and much more.
In June, we visited the beautiful campus of Shawnee State University. If you don’t believe me, just check out these gorgeous cream hydrangeas (left)!
Our member, Elizabeth Blevins, APR, Shawnee State’s Director of Marketing and Communications, talked with us about the variations and similarities of public relations versus marketing. One of the many nuggets we took away from the meeting was the Paid/Earned/Shared/Owned media and integrated communications processes, also known as PESO.
We used the four elements of PESO in our every public relations practices, but we may not have them streamlined in our case studies and other ROI/ROE efforts. If you don’t, this is a great opportunity to learn more. If you already know about PESO and how to implement it within your own RACE/RPIE public relations plans, we hope you can also glean something from this blog post as well.
PAID: This first one is self-explanatory. Paid Media includes anything in which you use funds. This could be an ad in the Sunday newspaper, a boosted post on Facebook, lead generation and more.
EARNED: This is the core of public relations in that Earned Media is what results from your PR efforts, such as media placements. This could mean the number of articles that appeared in your local newspaper or how many times
SHARED: Shared Media is the world of social media. If you have a message on any social media platform, it’s in a shared arena — and anyone can access it at any time. Plus, you do not own shared sites. Our Chapter uses Facebook, Twitter, Instagram and to some degree LinkedIn. As our Chapter continues to grow, so will our digital presence!
OWNED: Owned Media is what you produce internally and can take ownership of, such as testimonials, written content, videos, podcasts, user-generated media and more. Your website is also Owned, although you likely pay for a domain and/or web design services of some capacity.
The below graphic from Spin Sucks also perfectly sums up the PESO process. Overlap is consistent throughout this process. What used to be fairly distanced silos are now even more meshed.
If you missed this meeting and are a current PRSA-River Cities member, visit our private group page here to replay the live video.
The Public Relations Society of America-River Cities Chapter makes communications professionals smarter, better prepared and more connected through all stages of their careers. Learn more about the PRSA network at prsa.org.
This blog post is by President Kaylin Staten of Hourglass Omnimedia.