Use PESO to Stop Earned-Only Drift
Assign a distinct role to each PESO channel in an agency campaign plan.
When earned media is treated as the whole plan, the agency is carrying a system risk it may not control. Paid Accelerates A Tested Message Paid should not be a lazy reach purchase. Use it to test angles, extend high-performing proof, and reach segments that earned coverage may miss. In a lean account, paid might be a small boost behind one credible asset. Earned Creates Third-Party Credibility Earned is strongest when trust matters. A reporter, analyst, newsletter writer, podcast host, or awards body gives a claim a form of external validation. The weakness is control: timing, framing, and inclusion are…
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