The PESO model is like a pyramid with four corners. Each corner must be built solidly, or the entire structure will collapse. In this week’s show, Gini Dietrich talks about the improvements made to the PESO model graphic and process, and the official certification that is now available: The tactics listed under each media type were updated to focus more on strategy. Lead generation, search engine optimization, distribution and promotion, and marketing communications were added. Paid Media has been expanded to include marketing communications as it intersects with earned media. Lead generation is now its own subcategory that intersects with owned media. The PESO model graphic and process was updated to include lead generation and sales. Earned Media is not just “publicity” or media relations anymore. Community has been added as a new category. Shared Media has evolved to include reviews, forums, and organic engagement. Distribution and promotion have also been added. Partnerships is a new subcategory at the intersection of shared and earned. The biggest change to the PESO model is the strategic approach to your communications program that will allow you to make a direct tie between your work and sales. Have Your Say For more information about the new PESO model graphic, process, and certification, head over to spinsucks.com/academy. Resources The new PESO model graphic PESO Model official certification Eric Schwartzman article

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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