The PESO Framework | Ep #41

The value of the PESO for your health communication work may be far greater than you think… if you’re talking about the PESO Model created by public relations professional by Gini Dietrich. In this episode, we unpack the four types of media in the acronym PESO—paid,  earned, shared, and owned—and the role each one plays in an effective communication strategy. We’ll also talk about why the rationale behind your media choices should include more than just cost, especially if you need to build audience trust. This is the first episode in a brief series on media relations in public health communication.  Over the next few episodes, we will focus on practical steps to gain earned media, which is sometimes the forgotten stepchild of media use in public health, but could be one of the most important and effective pieces of your communication toolkit.

Resources:

Free download for this episode: Strengths & Limits of Each Media Type

Remember that the PESO model is not specific to health communication, so you may need to do a little translation between its corporate-focused terminology and what we do:

• PESO Model official diagram: https://drive.google.com/file/d/1TSVrg1MiEqkfRzw4JpBSVc4Sx2xIsM9G/view
• PESO Model for Marketing: https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

Spotlight on earned media for tobacco control: https://www.vitalstrategies.org/vital-stories-how-earned-media-coverage-helps-gain-trust-in-tobacco-control-advocacy/

Lots more to come as we round out this series!

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