PR Series
In this episode I interview Gini Dietrich, creator of the PESO Model and founder of Spin Sucks. We discuss the PESO Model approach to communications strategy. For those unfamiliar with it, this approach was launched in 2014 and is now taught to every PR, marketing, and communications student in the United States and talked about by marketing and PR firms nationwide. It’s a pretty big deal when your approach becomes an industry standard in less than 10 years. We discuss how this happened, why it matters, what it is, how to implement it, measure it, and where the industry is headed next.
Some top tips …
The PESO Model was developed by Gini Dietrich to avoid the peaks and valleys that naturally come from solely focusing on media relations. By expanding to incorporate owned media, shared media, and paid media into your communications strategy, in addition to media relations, you can continue to build awareness, lead generation, and more when you don’t have a great press piece coming out that month.
The PESO Model is best implemented by starting with owned media (including blogs, podcasts, and videos), adding shared next (social media), and then moving to earned (media relations) and paid (social media ads, sponsored content, and email marketing).
Everyone should at least measure direct traffic, organic traffic, and branded search with Google Analytics. When direct traffic increases month over month, it demonstrates that your communications program that builds awareness is working. Organic traffic shows that your content, social media, and media relations are working in driving people to your website. By going into Google Trends and typing in your company name, if you see an increase in searches for your brand, then your PESO components are doing their job as well.
If you haven’t yet experimented with Chat GPT, start by typing in a prompt for something you’re working on, like an article, and ask it for 500 words on your topic or headline. It won’t be the final draft but it will be a first draft and will help you save time. Gini uploaded a podcast script and asked it to optimize for search, write some headlines, write a meta description, and write me seven tweets. Again, it wasn’t the final product but it was a timesaver for a first draft.
This episode at glance …
>> (5:00-6:30) What is the PESO Model and why was it created
>> (6:30-10:30) The strategic order to approach implementing the PESO Model
>> (10:30-13:00) Overlap and differences between marketing and PR
>> (13:05-19:00) What to measure and how to maximize measurement insights to grow your business
>> (21:00-25:00) What do PR and corporate communicators need to consider in light of Chat GPT moving away from search engine results pages
>> (26:00-27:40) How to get your message in front of journalists when departments are shrinking and they are doing the work of 5-6 people
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Ways to reach Gini Dietrich & Christie Bilbrey
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