Why Holistic Communication Measurement Matters

Why Holistic Communication Measurement Matters

Here’s something to think about: When measuring communication effectiveness, are you considering all possible channels -both online and offline?

Many organizations focus solely on digital metrics, but a holistic communication measurement and evaluation approach ensures that every relevant channel is accounted for. This is where the PESO Model (Paid, Earned, Shared, and Owned) comes into play. Introduced by AMEC in 2014, this model provides a structured way to measure communication impact across different platforms.

Understanding the PESO Model

A successful communication strategy doesn’t rely on just one medium. Instead, it integrates multiple channels under the PESO Model, ensuring a comprehensive approach. Let’s break it down:

1. Owned Media – Fully Controlled by the Organization

These are platforms where the organization has complete control over the content, timing, and frequency of posts. Examples include:

• Social media accounts
• Websites and blogs
• Email newsletters

2. Paid Media – Third-Party Channels with Paid Access

Organizations can leverage external platforms by paying for visibility. Examples include:

• TV and radio advertisements
• Newspaper and magazine ads
• Sponsored content and digital ads

3. Earned Media – Unpaid, Uncontrolled Mentions

Earned media includes any coverage generated without direct payment. This could be:

• News articles and media coverage
• Mentions by bloggers and Key Opinion Leaders (KOLs)
• Word-of-mouth recommendations

4. Shared Media – Amplified by External Parties

This includes content that is reposted, reshared, or organically spread by audiences. Examples include:

• Social media reposts and shares
• User-generated content
• Viral campaigns

Applying the PESO Model Effectively

To ensure no channel is overlooked, communication professionals should use the PESO Model as a checklist. This approach helps in:

• Structuring media plans based on the available channels
• Identifying potential overlaps (e.g., media relations can fall under both Paid and Earned Media)
• Balancing efforts across multiple touchpoints for maximum impact

For example, media relations activities could involve press releases (Earned Media) and paid collaborations with journalists (Paid Media). Similarly, KOL engagements may be unpaid (Earned Media) or part of a paid campaign.

Case Study

A great example of an effective PESO Model implementation is Nike’s “You Can’t Stop Us” campaign. Nike used Paid Media for digital ads and TV commercials, Earned Media through coverage in major publications praising the campaign’s creativity, Shared Media as millions of users organically reshared the video, and Owned Media by featuring the campaign prominently on its website and social media. By integrating all PESO components, Nike maximized engagement and ensured the message reached diverse audiences.

On the other hand, a small e-commerce startup, despite having a solid product, relied too heavily on Paid Media, focusing solely on digital ads without building Earned or Shared Media efforts. Without organic buzz or media coverage, their campaign struggled to gain trust and longevity. The lack of media relations or influencer collaborations meant that the campaign’s reach was short-lived, and they had to continue pouring money into ads without sustainable growth.

By adopting a holistic measurement approach that includes both online and offline channels, organizations can better assess their communication effectiveness. So, when evaluating your strategy, ask yourself: Are you measuring all aspects, or just a fraction of the impact?

Learn and practice PESO Model with CPROCOM. CPROCOM’s trainers offer personalized coaching and practical techniques. Check their latest training schedule on Instagram @cprocom or contact 08111192468.

#communicationstrategy #PESO #paidmedia #earnedmedia #sharedmedia #owned media #EffectiveMedia