Touted as the ‘next big thing’ in marketing, the Peso Model involves a strategy that touts the integration of paid, earned, shared, and owned media to deliver integrated marketing programs, extend reach, and establish brands as leaders within their industry. Gini Dietrich first described the relationship between different forms of media as four overlapping circles […]

Touted as the ‘next big thing’ in marketing, the Peso Model involves a strategy that touts the integration of paid, earned, shared, and owned media to deliver integrated marketing programs, extend reach, and establish brands as leaders within their industry.Gini Dietrich first described the relationship between different forms of media as four overlapping circles in 2014 in her book Spin Sucks: Communication and Reputation Management in the Digital Age.. The PESO framework is a product of the fragmentation of media that has played out over the last decade. It has developed as a means to explain modern media as the lines between paid and earned media.In the words of Dietrich – “For far too long, PR has been synonymous with [earned] media relations when, in fact, that is just one tactic in our wide and ever-evolving toolbox. The PESO model allows communicators to own each of the four media types – and…