PESO

A strategic media classification framework popularized by the International Association for Measurement and Evaluation of Communication (AMEC) to help communications and marketing professionals plan, execute, and measure their media efforts in a structured and comprehensive way. PESO stands for the four core categories of media through which brands communicate and engage with their audiences.

The PESO model expands upon the earlier POE (Paid, Owned, Earned) framework by adding a distinct category for Shared media, reflecting the rise and influence of social media platforms in modern communications. While POE helped marketers and communicators organize media types around brand-controlled and externally-driven exposure, PESO offers a more nuanced view by acknowledging that social media is not just a subset of owned or earned media—it operates as a dynamic, participatory space where audiences actively engage, share, and shape brand narratives. This addition makes PESO more relevant for integrated, digital-first strategies and measurement practices.

Gini Dietrich initially introduced this model, which was later adopted by organizations like AMEC, to bridge the gap between PR, marketing, and digital measurement practices. It is frequently used in conjunction with AMEC’s Integrated Evaluation Framework (IEF) to ensure communications strategies are aligned with measurable outcomes.

Components of the PESO Model

• Paid Media: Paid media refers to any communication channel where the brand pays to place its message. This includes traditional advertising (TV, radio, print), digital display ads, social media ads, sponsored content, and influencer partnerships. It is used to quickly reach a broad or targeted audience, increase visibility, and drive traffic or conversions.
• Earned Media: Earned media includes any unpaid coverage or mention gained through public relations efforts. This includes media coverage, press mentions, product reviews, analyst reports, and word-of-mouth. Earned media is considered highly credible because it comes from third-party sources and reflects external validation of a brand’s message.
• Shared Media: Shared media refers to content that is shared across social platforms, where users drive engagement. This includes social media posts, retweets, shares, comments, community discussions, and virality. It is the domain of community building, relying on the relationship between the brand and its audience.
• Owned Media: Owned media is any channel or content the brand controls, such as websites, blogs, email newsletters, white papers, and proprietary mobile apps. It offers the greatest flexibility in messaging, branding, and conversion paths. Owned media also serves as the foundational layer of content from which other media types can amplify.

PESO in the Context of Measurement

AMEC encourages practitioners to integrate the PESO model into strategic communication planning to ensure that outcomes—not just outputs—are tracked across each media type. When used with AMEC’s Integrated Evaluation Framework, PESO enables organizations to:

• Align communication goals with business objectives.
• Define key performance indicators (KPIs) by media type.
• Map metrics to outcomes for more transparent reporting.
• Improve cross-functional collaboration between PR, marketing, and digital teams.

By using the PESO model as a measurement lens, brands can more effectively assess the true impact of their campaigns and allocate resources across channels.

The PESO model provides a holistic approach to media strategy and evaluation. It has become a standard among modern communicators, particularly in the PR and digital marketing sectors, because it acknowledges the convergence of media types and the need for integrated measurement. Through frameworks like AMEC’s IEF, PESO supports the shift from vanity metrics toward meaningful, outcome-based evaluation.