Do I need to use all four (paid, earned, shared, owned) every time? – Spin Sucks

Not always. Sometimes a campaign leans heavily on one or two areas. PESO isn’t a “do everything everywhere” mandate; it’s a planning framework that helps you choose intentionally, connect the dots, and avoid gaps that break performance.

Does PESO work for small teams or tight budgets?
Yes. PESO isn’t about doing more. It’s about doing what you’re already doing better. In smaller teams, the framework helps you prioritize, reuse assets across channels, and focus on the few activities that move the needle instead of spreading your effort thin across everything.

Is PESO just a checklist?
Nope. PESO is an operating system, for making smart, connected decisions, not a “post three times a week and hope for the best” to-do list. It helps you plan, execute, and measure in a way that’s integrated across channels and tied to outcomes.

What does PESO stand for?
PESO is an acronym for paid, earned, shared, and owned media.

Who is the PESO Model® for?
If you’re done with disconnected tactics and ready to lead with strategy, you’re in the right place. The PESO Model® works across industries, team sizes, and business models. It’s especially useful if you’re responsible for building awareness, shaping reputation, generating demand, or proving impact.

Why should I learn the PESO Model®?
Because the media landscape doesn’t sit still, and neither can your strategy. Search behavior is changing fast (hello, AI), channels evolve daily, and the old “random acts of marketing” approach just doesn’t cut it anymore. The PESO Model® helps you connect every channel, every team, and every metric to real business outcomes so you can:

build integrated strategies tied to business goals
turn communications into measurable ROI that leadership cares about
explain your impact in a way CEOs, CFOs, and everyone in between actually understands

Spin Sucks created the PESO Model Certification® with the S.I. Newhouse School at Syracuse University. Today, we help individuals, teams, and entire enterprises transform siloed campaigns into integrated systems that deliver measurable results.