The PESO Model is a strategic framework used in marketing and public relations to categorize media into four types: paid, earned, shared, and owned. The model describes the use of different media channels in organizations' marketing approach, and has been widely adopted in the marketing communications industry.^[1][2]

The term was coined by Gini Dietrich in her book Spin Sucks (2014) in recognition of the changing landscape of media and the convergence of different types of media.^[3][4][5]

The PESO Model consists of four components:

• Paid Media: Content that is paid, including social media advertising, sponsored content, and email marketing.
• Earned Media: Content related to a person or organization that is published by a third party without any form of payment to the publisher.
• Shared Media: Content that is shared on social media platforms, fostering engagement and interaction.
• Owned Media: Content and channels that a company controls, such as websites, blogs, and branded social media accounts.^[6]

• Gini Dietrich's website