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.
If you'd like to bypass the chitchat and cut to the chase, Gini walks through the model at 9:22.
Scott Baradell is CEO of the unified PR and marketing agency Idea Grove, one of the top 25 technology PR firms in the United States. His first book,
Trust Signals, is scheduled for publication in 2021.