The PESO Model is a strategic framework used in marketing and public relations to categorize media into four types: paid, earned, shared, and owned. The model describes the use of different media channels in organizations' marketing approach, and has been widely adopted in the marketing communications industry.[1][2]
The PESO Model consists of four components:
Paid Media: Content that is paid, including social media advertising, sponsored content, and email marketing.
Earned Media: Content related to a person or organization that is published by a third party without any form of payment to the publisher.
Shared Media: Content that is shared on social media platforms, fostering engagement and interaction.
Owned Media: Content and channels that a company controls, such as websites, blogs, and branded social media accounts.[3]
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