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Media Relations L11 PESO and IEF

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Media Relations L11 PESO and IEF

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Media Relations L11 PESO and IEF
 

Media Relations L11 PESO and IEFOnline version

Media Relations L11 PESO and IEF

by Irene
1

PESO stands for Paid, Earned, Shared, Owned.

2

Owned media refers to channels the organisation fully controls, such as a website or blog.

3

Earned media today only includes coverage from journalists.

4

In the PESO model, Owned media functions as the organisation's system of record.

5

Shared media validates relevance by testing whether real people actually engage with content.

6

Paid media is a good use case for compensating messages that lack earned or shared credibility.

7

There are seven stages of the IEF.

8

Objectives in the IEF should be set after the campaign has already begun.

9

PESO activation happens during the Inputs stage of the IEF.

10

Impact is the first stage of the IEF and evaluates organisational and stakeholder-level objectives.

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