The PESO Model in 2025: How Integrated Communications is Evolving

The Paid, Earned, Shared, and Owned (PESO) model has long served as a cornerstone for strategic communications, providing a framework for brands to amplify their messages across multiple media channels. However, shifts in media consumption, the rise of AI-generated content, and evolving levels of trust in journalism are reshaping how organizations and PR practitioners apply the PESO model. While the framework remains foundational, the most successful brands will be those that integrate all four elements while prioritizing credibility, engagement, and adaptability.

Developed by Gini Dietrich, the PESO model was designed to create a holistic approach to communications by integrating:

• Paid Media: Advertising, sponsored content, and influencer partnerships

• Earned Media: Public relations, media coverage, and organic mentions

• Shared Media: Social media engagement and co-created content

• Owned Media: Websites, blogs, and proprietary content platforms

Traditionally, this model provided a structured approach to maximizing brand visibility and credibility. However, the evolving digital landscape presents new challenges and opportunities that demand a more nuanced application of PESO principles.

Key Shifts Reshaping the PESO Model

1. The Fragmentation of Media Consumption

Consumers today engage with media across a vast and fragmented ecosystem, including streaming platforms, short-form video content, podcasts, and emerging social networks. According to a 2024 report from the Reuters Institute for the Study of Journalism, traditional news consumption has declined, while algorithm-driven content discovery has increased. This shift necessitates an agile approach to earned media, where brands must work harder to secure coverage in outlets that remain trusted while also adapting to new digital-first storytelling methods.

Brands must now consider how different demographics consume content. Gen Z, for example, often turns to TikTok and YouTube influencers for news and recommendations rather than traditional media. This evolution means that earned media strategies must be complemented by paid and shared approaches that ensure visibility in these non-traditional channels.

2. AI-Generated Content and the Authenticity Dilemma

The rise of AI-driven content creation tools has significantly increased the volume of digital content. While AI enables efficiency and scalability, it also raises concerns about authenticity, misinformation, and content saturation. Brands leveraging AI-generated content must ensure their owned and shared media remain authentic and human-centered.

Audiences trust content more when it has a clear human touch, particularly in sectors like healthcare, finance, and technology where credibility is paramount. To maintain trust, brands should prioritize transparency by disclosing AI usage and blending AI-generated content with human-led storytelling.

3. Trust in Journalism and the New Face of Earned Media

Public trust in traditional journalism has continued to fluctuate. The Edelman Trust Barometer reports that while trust in major media institutions has declined in some regions, audiences still seek authoritative voices for verification. This creates an opportunity for brands to build credibility through expert-led thought leadership and partnerships with reputable publications.

Earned media efforts must now go beyond traditional press releases and media placements. Companies that establish themselves as reliable sources of industry insights, through op-eds, research reports, and expert interviews, will be more successful in securing media attention. Additionally, collaborations with independent journalists and niche media platforms can help organizations reach highly engaged audiences.

The Path Forward: Integrating PESO for Maximum Impact

To succeed in this changing landscape, brands and PR pros must rethink how they integrate PESO elements while focusing on credibility and engagement. Here are three key strategies for 2025:

1. Prioritizing Credibility in Every Channel

Brands must ensure that their paid, earned, shared, and owned media efforts reinforce their credibility rather than simply maximizing reach. This includes:

• Leveraging third-party validation through expert endorsements, media partnerships, and academic collaborations.

• Creating high-quality, research-backed owned content that positions the brand as a thought leader.

• Investing in ethical influencer marketing that aligns with the brand’s values and messaging consistency.

2. Enhancing Engagement Through Personalization and Community Building

A one-size-fits-all approach no longer works in a media landscape driven by personalized content experiences. Brands should:

• Use AI-powered analytics to understand audience preferences and optimize content distribution across PESO channels.

• Develop interactive shared media strategies, such as community-driven discussions on platforms like Discord or LinkedIn Groups.

• Create immersive content experiences in owned media, incorporating video, AR/VR, and user-generated content to foster deeper connections.

3. Aligning Paid, Earned, Shared, and Owned for Seamless Integration

The most effective campaigns will ensure seamless transitions between PESO elements:

• Amplifying earned media through paid promotions and targeted digital advertising.

• Turning shared media interactions into long-form owned media content (e.g., repurposing viral LinkedIn discussions into blog posts).

• Leveraging AI and automation to streamline cross-channel content distribution without sacrificing authenticity.

While the PESO model remains a foundational framework for integrated communications in 2025, its application must evolve alongside media consumption trends, AI advancements, and shifting trust in journalism. Brands that successfully integrate all four PESO elements — while maintaining credibility and engagement — will drive the highest impact in this new media landscape.

As organizations refine their strategies, they must prioritize trust, adaptability, and audience-centric storytelling. By doing so, they will not only maximize their reach but also build lasting relationships with their audiences in an era where authenticity and credibility are more valuable than ever.