Archive for the ‘PR Tips’ Category

Cliffs Notes on Value of PESO Model (Paid, Earned, Shared, Owned)

Monday, December 12th, 2016

A client expecting his first child lamented he wished there were Cliffs Notes for all the baby books stacked on his nightstand.  It got me thinking — I feel the same way about the amazing marketing webinars, blogs, podcasts, white papers and newsletters out there.  So many great resources and so little time to review them! I decided I’d start producing my own version of Cliff Notes on some outstanding content.  I promise to condense it down to under a five minute read, pulling out the golden nuggets so you don’t have to.

 Below find Cliffs Notes on PR Pros Must Embrace the PESO Model (Paid, Earned, Shared, Owned) written by Gini Dietrich for

Gini argues that an integrated PESO model will help pr practitioners stop thinking of themselves as only brand enhancers and start thinking of themselves as business drivers.

pesoThe PESO model takes the four media types—paid, earned, shared and owned—and merges them together.

Paid Media. Social media advertising, sponsored content and email marketing

Earned Media. Publicity or media relations

Shared Media. Social media

Owned Media. Owned media is otherwise known as content. It is something you own, and it lives on your website or blog.

When your integrated PESO model is working at its best, it can help you establish authority/thought leadership.

Where to Start

The easiest place to start—because you can control the messaging is Owned Media.

Create an editorial calendar.

As you begin to fill in topics for your calendar, start with one large circle– your main topic — in the middle of the page.

Draw six or more medium-sized circles. These are your subtopics.

From those circles, you’ll draw several small circles on each, which will serve as your supportive base.

Continue that until you’ve exhausted all your ideas around that one topic. Then you would have several pieces of content that help extend your main piece and begin to showcase your expertise.

How Do I Use a PESO Model in My Business?

You have the content and you’ll use shared media to distribute it, paid media to amplify it, and earned media to rubber-stamp it.

Shared Media

Twitter: On the day your content is published, tweet the link four times (three hours apart). On day two, tweet it twice, and once on day three.

Facebook: Post your content there once a day, and then consider sponsored content as part of your paid media campaign.

Google+: While Google+ isn’t great for social networking, it’s incredible for search engine optimization. Post content in there once a day.

LinkedIn: Post once a day to your personal account, your company page, your showcase page and to the groups you belong to.

The Others: It’s important not to ignore StumbleUpon, Reddit, Pinterest, Digg and some of the others. Test post in those spots just once a day and see what happens.

Paid Media

Paid media may be in the form of paid amplification (such as Outbrain or Sprinklr), sponsored content, native advertising, or sponsorships of influential blogs.

It also could take the form of sponsored content on Facebook or LinkedIn or sponsored tweets on Twitter.

You can start with a budget of as little as $5 a day. LinkedIn also often offers free advertising coupons to those who use the social network often. Take advantage of those!

While you don’t want to spend money to sponsor all your content, it’s a good idea to test it with one piece each month.

Earned Media

Now it’s time to build relationships with industry bloggers, journalists, and other influencers who may share your content.

On Twitter, create a list of bloggers and journalists you want to collaborate with. This will make it easy to follow them, share their work and start conversations with them.

Create a list of books and podcasts you want to review. Every author and podcaster needs reviews and ratings to gain more traction. They may be appreciative of the work you do there, and may be willing to do something for you in return.

On LinkedIn, create tags—such as “influencer,” “blogger,” “journalist” or “super cool kid”—so you can easily follow what they post and then share, share, share! This may lead to new relationships where you can ask them to share your content later.

On Feedly, create a list of bloggers to watch. Then any time they publish new content, share it with your own networks.

Eventually these influencers may share your content, include it in their own content or interview you for a piece they’re producing.

My personal addition: Don’t forget to distribute the news or content to your key list of editors via email (with a follow-up call if appropriate) and, for SEO, consider an online wire release.

What Should I Measure in a PESO Model?

For each media type, there are different metrics to track.

Paid Media. It depends on the tactics you use under this umbrella, but could include the following:

  • Social media marketing, such as Google AdWords
  • Landing pages and how many people download your content and go into your email marketing database
  • Increases in the qualified leads in your email marketing database
  • New fans or followers who come from reading your sponsored content
  • Leads and conversions

Earned Media

  • Influencer scoring: Does an influencer with 10,000 followers have the same score as someone with 1,000 followers? It could very well be that the person with 1,000 followers can incentivize purchase with 10 percent of his followers, while the person with 10,000 followers can incentivize purchase with only 1 percent.
  • How much Web traffic comes from a story about your organization?
  • An increase in new audiences

Shared Media.

You have to track the number of fans and followers, because sharp declines—or a trend of decreasing followers—will tell you something is wrong. But an increase, week after week, do not results make. The following do:

  • Track the effectiveness of brand ambassadors.
  • Assign points to things such as likes, retweets, shares, and comments.
  • Use unique URLs, coupons, discount codes, or even telephone numbers only in your social media efforts. This will tell you whether you’re getting results from these efforts.

Owned Media.

Unique visitors, time spent on the site, and bounce rate.

  • Email marketing
  • Track downloads and shares
  • Track the effectiveness of a community by whether they’re referring business to you.
  • Is it driving sales?

I hope this can serve as a helpful checklist.  Here is a link to the entire article which includes a couple of good infographics.

Learn the rules so you know how to break them — Dalai Lama

Wednesday, September 3rd, 2014

Learn the rules so you know how to break them.

This is one of Dalai Lama’s 18 Rules and so apropos for PR.

  1. tacobell image1. The rule: Tell the truth and tell it fast.  This is a golden rule for crisis communications and one I highly recommend to clients.  But sometimes it’s fun, and effective to lie. For example, when Taco Bell was trying to gain inroads in Philadelphia, they issued a press release stating they had purchased the Liberty Bell and were renaming it the Taco Liberty Bell. On a smaller scale, last April Fools, gearjunkie came out with an announcement that Vibram FiveFingers now had a cycling shoe. For a flash second I thought I had been left in the dark, then I looked at the calendar.  In both cases  UVs went sky high.
  2. The rule: Avoid head to head competition.  Well this is more the client’s rule.  From a pr standpoint, rarely are companies willing to instigate their own comparative review initiatives for legal and any many other reasons. But a direct battle can be a crowd pleaser. Case in point, in Asia, Burger King was getting creamed by MacDonald’s.  In response, they put BK tee-shirts on Ronald MacDonald statues and plastered footsteps leading from MacDonald’s to BK, along with other subversive techniques.   The ploy sent BK burger sales soaring.
  3. Rule 3: Avoid illegal activities when planning events. OK, you don’t want to get your client, or yourself thrown in jail but if you can pull it off without prison time, the fine might be worth the publicity payoff. In the UK, two streakers painted with a cell phone company‘s graphics ran onto the soccer stadium field.  The stadium was named for a competing company. The stunt was picked up by the major broadcast company filming the event and got lots of print play as well.

I’m not saying you have to strip down or put out bogus press releases to get attention but I do think you have to be extremely resourceful in this business to succeed. Whether it’s a small budget, tight deadline or stiff competition, sometimes the situation calls for a creative, alternative solution.   Don’t have enough money to fly the media in for an event? Then catch them at a tradeshow – you have a captive audience.  Don’t have time or luck getting through to Newsweek then try their daily blog, The Daily Beast.  Can’t compete with the heavy hitters when it comes to entertaining than go the other way and do something so simple that’s it’s different and a welcome change. Can’t come up with the change to hire a driver for a NYC media tour? Take cabs and wear your running shoes.

Check out for more guerrilla marketing inspiration and, sorry for the cliché, but keep thinking out of the box.


Nine Habits of Highly Effective People Hits Home

Thursday, March 13th, 2014

The PRNews Blog’s Nine Habits of Highly Effective PR People list offers no brainer advice that bears repeating.  For example, under Listen Hard, the author suggests always taking notes during meetings.  Duh, right? But then I remembered a client’s complaint that during weekly meetings, many of his employees wrote nothing down. Sounds shockingly unproductive but probably more common place than we know.

I also love the advice to Read Until Your Eyes Hurt and not only because it made me heart my hard core bookclub.  I also recalled listening to a colleague tell a client a very interesting tale and wondering “Where is she going with this?” And then POW, she hit us with the punch line – the story was so worth it!

There are seven more simple gems in there, but to sum it up “Any job big or small is worth doing right or not at all.” (Credits to my dad for the quote.)  Check out the article at:

My Favorite Tips for Getting Your Emails Opened with Eye-catching Subject Lines

Friday, December 27th, 2013

i-africanwilddog -blackball Get Emails Opened with Eye-catching Subject Lines

I recently revisited one of my favorite reference articles on writing emails that get opened and discovered. For me there were a few key pearls I’d like to share.  But caution, I’m especially obsessed with a great subject line so my attention when to that section.

  • Use a number because digits stop a wandering eye. I love the power of numbers so this one got an easy A from me.
  • Quit cleverness. Simple, specific subject lines beat clever alternatives every time. I get emails from vendors daily with clever but cryptic subject lines.  They get deleted in a heartbeat.
  • Learn from the Masters: I read the headline from Daily Candy everyday and it never ceases to draw me in. And who can resist the video headline “Cutest Dad-Daughter Duo Ever.” I have no time to view this but I must. Plus I love alliterations.
  • Related to “Learn from the Masters” is “Pique Curiousity.” I think the greatest complement you can receive is a writer lifting your subject line or headline verbatim for their piece. I pitched a story entitled African dogs no match for Vibram Pet Products toy and it got picked up with that exact headline in a major daily.

Here’s the article for more great pointers on getting your email read:








Wired’s Chris Anderson Blacklists PR People

Wednesday, February 17th, 2010

I recently listened in on  an  audio interview of Wired’s Chris Anderson, who caused a furor in marketing circles by posting the email addresses of  “lazy flacks” who flood his inbox with untargeted pitches, releases and other PR communiqués.  He stressed how crucial it was for pr reps to know the publication, the editor and what the editor writes about and is interested in. He said the best emails are not driven by the client or a release but by serendipity, i.e. spotting a piece the editor has written that is a perfect fit for the client.

This advice seems obvious but it is a crucial reminder that our work should be about quality not quantity. I experienced this first hand recently when I reached out to an editor on an article on playground surfacing.  I pointed out that in addition to the recycled tire rubber products, there was a safer alternative made from clean sole trimmings.  I explained how used tires may contain steel belts and that the magnetic removal system is not 100 percent. As a result,  children can and have been hurt. The editor requested product information and images and plans to run a piece on my client QuaBoing in an upcoming issue. In part it was pure luck that I was able to reach an editor who was receptive and nice but the other piece of the puzzle was the research and targeted pitch. In this case it was well worth the effort.