In a study from 2016, Jim Macnamara, May Lwin, Ana Adi, and Ansgar Zerfass, note that a major shift is coming to the PR industry. Specifically, they predicted that practitioners will move away from what has become the backbone of today’s PR planning the PESO Model – paid media, earned media, shared media, and owned media to an emerging ‘SOEP model’ -shared media, owned media, earned media, and paid media.
The research is quite in-depth and I encourage you to read the full article as they do touch on ethical implications and opportunities for the field of PR. However, to summarize a small portion, the authors note a reversal of importance in paid, earned, shared, and owned based on some of their data:
“The forecast trend for the future is the most interesting and significant finding in relation to media channels. When communication professionals look three years into the future to 2018, only 46.9% see traditional media relations with print media as important and 53.7% see media relations with radio and TV as important (see Table 1). In comparison, 92.2% rate social media such as blogs, Facebook, Twitter, YouTube, Sina Weibo, and so on, as important for strategic communication and 85.6% favor websites, intranets, and e-mail.“
They go on to note that if this is indeed the way of the future, then the PESO Model will not reflect the priority in media strategies for organizations. Rather, SOEP- shared, owned, earned, and paid, will better address an organizations priority in planning.
I have extensively researched the PESO Model, taught it in my classes, and wrote about it. What I find most interesting about this prediction is that in all my work, I have never prioritized any of the areas over another.
They are not linear, rather they overlap.
Furthermore, I am a firm believer in the right strategy targeted toward an organization’s key audience. The crux of PR planning is grounded in research. The research will guide the strategy and ultimately the tactics used to carry out the campaign.
“The PESO Model was invented as a process for the PR industry to integrate a full communications program.“
2018 is just two months away. I’m curious, as PR practitioners, are you seeing a shift away from PESO to SOEP? Have you thought of PESO as a prioritization of paid, earned, shared, and owned media? Do you consider PESO part of a fully integrated communications program?