Traditional media used to tell both sides of the story. Today’s media tells every side. From Amber and Johnny to Congressional hearings to the blame game of a bear market, cable TV, blogs, podcasts, talk shows, Reddit, and our own email inboxes provide a daily confusion of alternative facts, opinions and warring sources. It’s 2022, but as Walter Cronkite used to say, “and that’s the way it is.”
If the news is confusing, marketing and communication teams can’t afford to be. It’s vital that every business see things clearly despite the fog, and strategize effectively. To simplify the world, we advocate the PESO strategy. The acronym stands for “Paid,” “Earned,” “Shared” and “Owned” and offers a proven path where we want our business messages to appear.
- Paid Media: If a company pays to promote messaging on an external platform, it’s considered paid media. This includes advertorial content, sponsored content, social media advertising and exclusive, membership-based publishing opportunities. Forbes Business Council is a great outlet for paid media. Successful entrepreneurs and business leaders submit articles – for a yearly fee – as a great way to position themselves as a thought leader while driving SEO to website and social channels.
- Earned Media: Traditionally prioritized by PR companies, this category has the high value of third-party validation, which means it has earned recognition on its merits. Earned media includes press releases, bylined articles, information provided to reporters, investor relations, blogger relations and word of mouth. A recent article in CNBC was an earned media opportunity for our client Arculus to be a thought leader and expert in their industry.
- Shared Media: The rise of social media has led to a community of shared information and opinions. It includes curated content, reviews, forums and other online gathering places where information is widely shared and considered authentic. Our client CompoSecure’s Twitter has grown over 60% in the past year, thanks to consistent content and community engagement.
- Owned Media: This segment includes all company-owned original content such as websites, blog posts, newsletters, webinars, podcasts, videos and other marketing. Owned media is entirely under the control of a company or brand to tell a story in the way it wants to be told. OWC has created its website to highlight our capabilities and accomplishments with original content such as blogs and case studies.
The PESO model offers a collaborative, modern, well-rounded approach to integrated communications. Each area provides a different tactic, strategy and avenue to the audiences your company and brand are trying to reach. This model can extend the value and reach of new and existing programs by generating ongoing, cross-platform awareness.
When was the last time you evaluated your current communications strategy?
We recommend monthly. In 2022, that’s just the way it is.
Keep us posted and let us know when we can help.
Best,
Tracy
IN THE NEWS
OWC sponsors EOY GLA gala
OWC has been the proud sponsor of EY’s Entrepreneur Of The Year gala for over a decade. The final night is tonight, where 27 finalist companies compete to be named one of the region’s top business leaders. FOX 11 News’ Christine Devine recently spoke to two finalists: Angel City Football Club’s Julie Uhrman and HopSkipDrive’s Joanna McFarland on “In Depth.” Click here for the full interview.
OWC secures podcast interview with Adam Lowe, creator of Arculus
OWC secured coverage for Arculus, a cryptocurrency cold storage and security solution, on the Crypto and Blockchain Talk podcast. Adam Lowe spoke with Aviva Ounap on the safety and security of crypto wallets and the solution to safely store your crypto. Click here to listen to the full interview.
OWC joins Arculus at Consensus
OWC’s Wes Robinson was on site at this year’s Consensus 2022 in Austin, Texas. The three-day event gathered several of the brightest minds in cryptocurrency. OWC secured briefings with several media outlets at the event and showcased the latest in cryptocurrency cold storage technology.
