Gini Dietrich is a longtime friend and has been a top blogger in the PR world for more than a decade. In 2014, she first coined the term "PESO model" to describe how public relations (including media relations or "earned media") is increasingly integrated with other forms of digital marketing, including paid media (advertising), shared media (e.g., social), and owned media (e.g., blogs and other content).
In a recent Zoom interview, Gini and I talked a bit about the origin of PESO, its implications for PR and marketing, and where agencies and companies are today in coming to terms with the changes this new paradigm represents for MarTech marketers and all marketers.
If you'd like to bypass the chitchat and cut to the chase, Gini walks through the model at 9:22.
Trust expert Scott Baradell is CEO and founder of Idea Grove. Idea Grove helps its clients secure trust at scale through its unique Grow With TRUST approach. Scott is an established authority on trust and editor of the online publication Trust Signals, as well as author of the upcoming book Trust Signals: Brand Building in a Post-Truth World. Idea Grove celebrated its 15th anniversary in 2020, earning honors including the 2020 Pegasus Award for Small Agency of the Year, being named a Top 200 B2B service provider by Clutch, and ranking in the top 25 tech agencies in the U.S. by O'Dwyer's. Scott has an Accreditation in Public Relations (APR) from the Public Relations Society of America and speaks on PR and marketing topics at industry events nationwide.