The Spin Sucks team launched the PESO Model Certification with Syracuse University right before the world caught on fire. And, even though things have changed drastically since then, the online course and certification are still one of the best things you can do for your communications career. There are, of course, different nuances of how to implement the PESO Model in large, small, and one-person teams. Which is what Gini Dietrich talks about today. How to implement the PESO Model, no matter the size—or experience—of your team. Owned and Shared Media The order of the PESO Model acronym does not reflect the order in which you implement the media types. The first step is owned media because you need content to share on social media, to use in email marketing or lead generation, and to establish your expertise. If you are a small team, start with one type of content. And then use automated tools to curate content to share on social media. Earned and Paid Media Use Google to search for media outlets and blogs that write about your topic. This is a quick and easy way to create an earned media list of places that are likely to publish your content. Gini advises you to break up your earned media production over several weeks, to make it more manageable. In addition, you can simplify your paid media strategy by using boosted content and paid social media. If you have a small team, boosted content is an easy way to reach new audiences without having to learn social media and pay-per-click advertising. Have Your Say The PESO Model Certification goes deeper into how you build your foundation no matter the size of your team, and provides you with all the tools you need to grow. It also teaches you how to measure the work you’re doing so you can prove a return-on-investment. If you want to become certified—and learn how to appropriately use the PESO Model inside your organization, check out Spin Sucks. Resources PESO Model Certification Trust Insights Adrienne Richardson

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