From the Margins: The PESO Model

At LMO, we practice the PESO Model©—Paid, Earned, Shared, and Owned media—as our guiding framework. Originally developed by Gini Dietrich, the PESO Model shapes a collaborative and fully integrated marketing approach by aligning four key media channels to work in synergy—each reinforcing and amplifying the strengths of the others.

A recent article, titled “Unlocking the Real Power of the PESO Model©” by Gini Dietrich, passionately underscores a core misunderstanding of the model: that it’s not about merely sampling tactics from each media type, but about strategic integration. She warns against a fragmented, checkbox approach and emphasizes that real value—and transformative results—come when each media channel is deliberately connected and reinforces the others.

The central idea is that integration is not just a best practice; it is the strategy. Like bricks without mortar, siloed tactics lack cohesion and impact. True implementation of the PESO Model acts as a force multiplier, where the collective effect is exponentially greater than the sum of its parts.

In short: using the PESO Model effectively isn’t about doing more things—it’s about doing the right things together, strategically.