How strong is your PESO?

PESO is a commonly used acronym that stands for Paid, Earned, Shared and Owned marketing categories. You are smart to want a presence in each of these four buckets (AKA a fully integrated marketing campaign). But not every agency can make this happen. As a full-service agency with 35 years of experience, Media Relations Agency is an exception. 

This PESO is very valuable to your business 

Your marketing program should build trust and desire. You want people to buy your product or service without second guessing their decision. Using the PESO model reinforces: 

  • Your Positioning: how you are positioned in the minds of your audience compared with your competition. 
  • Your Unique Selling Proposition: what you can say about your product or service that your competition cannot. 
  • Your Primary and Secondary Value Points: the top reasons, and supporting reasons, why consumers buy your product or service. 

With PESO, you are covering all the bases 

Media Relations Agency has specialized in fully integrated marketing for decades. Here are some examples of PESO elements that we can deliver on your behalf. 

  • Paid: This is a form of controlled marketing outreach. You pay a specific amount for media to run your story. Examples include native advertising, article syndication and sponsored content. Frequently, this content will direct audiences to your website. Paid tools are especially valuable for new product launches and time-sensitive campaigns. 
  • Earned: Every company needs at least a few good media stories to give them third-party credibility. Earned stories have the most prestige because they can’t be bought. There are a lot of variables we can’t control such as who will do a story, when it will run and exactly what it will say. But the power of earned media makes up for that. Media coverage has played an integral part in the success of nearly every major brand. 
  • Shared: If someone is searching the internet, would you like them to run across media stories about you? Would you like to elevate your reputation to the level of market or industry thought leader? We routinely help clients share media stories and other content about their products through other channels, which broadens each story’s reach and frequency. In some cases, we can also help you build a key opinion leader and/or influencer network, to enlist other trusted sources to share your messaging.
  • Owned: This includes your website, blog, videos, newsletters and other company-generated marketing materials. Is your website user friendly? Are you posting content at the right frequency? How big is your network? How many people are interacting with your messages (clicking on links)? How well are you converting your network into leads and sales? We can help you refine all of these variables.

We can show you how to capitalize on the PESO areas where you’re strong, and we can help you strengthen areas where you need more presence. Best of all: We will design a package specifically for you, based on industry best practices. Call us at 952-697-5269 or use this form to add more marketing muscle to your PESO. 

Written by Robin Kocina

Robin Kocina is a proven marketing industry leader who has been instrumental in growing Media Relations Agency, a top performance-based PR agency, from its inception in 1987 to its current status as a successful integrated marketing agency with international clientele and multi-million dollar revenues. As President, Kocina now concentrates her efforts on the agency’s direction and fiscal growth, as well as new business development in the company’s Minnesota and Florida offices. Kocina’s financial acumen is evidenced by her recognition as a Top Women in Finance Circle of Excellence (Finance & Commerce, 2013) as well as Top Women in Finance (Finance & Commerce, 2010). A highly regarded community leader, Kocina believes strongly in sharing her marketing and leadership skills through community service. She served as chairman of the board for Depart Smart. She also serves on the Leadership Board for the National Federation of Independent Business, and actively involved with the Women’s Presidents Organization. She is a past board member and Chairman of the Board for WomenVenture. Robin is the recipient of numerous honors for her leadership and community involvement: Inductee into the Women Business Owners Hall of Fame (2018); Exceptional Businesswoman Award (2016); Volunteer of the Year (Bloomington Chamber of Commerce, 2010); 25 Women to Watch (Minneapolis/St. Paul Business Journal, 2008); Upsize Lifeline Award (Upsize Magazine, 2008); Standing Ovation Award (Minneapolis/St. Paul Magazine, 2006) and Luminary Award (National Association of Women Business Owners, Minnesota Chapter, 2005).

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