Strategic Communications - Chapter 3.
What is PSEO model?
(acronym) each channel delivers unique importance and can be used together in a variety of combinations during campaigns.
how does PESO differ from rope and race?
PESO is part of tactics. RACE and ROPE are their own communication planning things. ROSTIR AND PESO are newer and emphasize connection with audiences.
What is an influencer?
an excerpt in a specific category with a loyal and engaged following.
What is paid media?
channel for which money is paid to place the message and control its distribution.
what is PESO and how is it applied to public relations?
helps PR practitioners decide what channel to use to build relationships with audience and connect with them. also, connect PESO media to deliver integrated marketing communication programs that extend reach and establish brands as leaders within their industry share info with stakeholders (integrated): cross channel marketing strategy
what role does the PESO model play in the success or failure for the organization?
helps practitioners to consider channel selection holistically and strategically - what the best mix of channels is, early stages, repurposed across channels, consider the needs of stakeholders, connect with audiences - integrated campaigns to build relationships, NOT short term objectives
What is earned media?
media relations to provide subsidies to and build relationships with journalists, bloggers and others, increasing the probability that they include an organizations ideas and perspectives as part of media converge.
recognize when companies should use paid, earned, shared, and social media
paid: expand reach, generate traffic earned: gaining publicity and online word of mouth shared: connect with audience owned: establish distinct brand paid: controlled, timely, multi-channel earned: uncontrolled, credible, outlet-driven owned: controlled, diverse, brand-focused shared: uncontrolled, cocreated, audience-centric
understand the PESO model and the differences between paid, earned, shared, and owned media
paid: the channels that public relations workers use when money is paid to place the message and control its distribution - Instagram ads, email marketing, sponsored content earned: creating the opportunity to have the company story told by. credible , objective, third party influencers like bloggers, journalists, industry leaders - newspaper, talk shows, shared: company's community to pass along messages through networking sites, while at the same time commenting on messages - instagram stories ect. owned: messages are written, published, controlled bu a blog, website ect. - content on website or blog
how each area works together to form strategic campaigns
same as above?
what is shared media?
social media channels characterized by the opportunities for all participants to engage with content, including commenting and sharing.
What is owned media?
the editorial and messages produced by an organization and distributed across its numerous owned, controlled communication channels.
'situational theory of publics'
theory that the activity of publics depends on their levels of involvement, problem recognition and constraint recognition. - the degree to which they are aware of the problem - the degree to which the problem has an impact on them - the extent to which they feel capable of doing something about the problem
What is converged media?
within the PESO model, media that overlaps several categories, such as boosted posts through social media that maintain qualities of both paid and shared media.