Communications planning using the PESO Model
At We Do Content, we understand that effective communication requires a strategic, multifaceted approach. That’s why we use the PESO model (Paid, Earned, Shared, and Owned media) as a foundation for creating measurable and impactful communications plans.
What is the PESO Model?
The PESO model is a framework that integrates four distinct communication channels to maximise your message’s reach and effectiveness:
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Paid Media: Content amplified through paid promotions like ads, sponsorships, or influencer partnerships.
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Earned Media: Coverage gained organically, such as media mentions, press coverage, or word-of-mouth.
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Shared Media: Content shared on social platforms, leveraging social engagement to build relationships and reach new audiences.
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Owned Media: Channels you control, such as your website, newsletters, blogs, and reports.
This integrated approach ensures your message is delivered to the right audience through the most effective mix of channels.
How we use the PESO Model
Our expert team works with you to co-create a tailored communications plan informed by stakeholder insights and aligned with your strategic objectives. Here’s how we incorporate the PESO model into our planning:
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Stakeholder insights: We analyse your audience to understand their preferences, behaviors, and key motivators.
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Channel strategy: We determine the optimal mix of Paid, Earned, Shared, and Owned media to reach your stakeholders effectively.
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Message development: Crafting the right message for each channel, ensuring it resonates and inspires action.
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Execution: Implementing the plan seamlessly across all channels to create a unified, impactful campaign.
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Measurement and evaluation: Using data-driven metrics to assess the effectiveness of each channel and refine your strategy for continuous improvement.
Why this approach works
The PESO model’s strength lies in its ability to amplify your message across multiple touchpoints while fostering engagement and trust. By blending these channels strategically, we help you:
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Reach diverse audiences where they are most active.
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Build credibility through earned and shared media.
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Maximise the impact of owned and paid channels.
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Drive meaningful change through measurable, data-backed communication strategies.
Start building your communications plan today
We'd love to help you create a communications strategy that delivers results. Whether you're looking to drive policy change, build stakeholder trust, or enhance your brand’s visibility, our PESO-based approach ensures your message cuts through the noise.