The PESO Model and the Importance of Content in PR

This week, #ContentChat was joined by Gini Dietrich, CEO of Arment Dietrich and founder of spinsucks.com, who discussed the PESO model and the importance of content in public relations.

Q1: First things first @ginidietrich: What is the PESO model and why did you create it?

A1: The PESO model is the process we use internally. Because we want to change the perception people have of the PR industry… #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A1: I decided to introduce it in Spin Sucks, the book. And then continue to educate its use #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

PESO stands for paid, earned, shared, and owned media #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

Q2: Why is #content important for #PR?

A2: I believe content is the starting point for any PR program. Without it, you can’t do the rest. #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A2: Journalists today want to see that you’ve been published in other spots. And you don’t have the P or S without content #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A2: Start every program with content and build from there for the rest of the PESO model #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A2: Without content, what can #PR people use to illustrate authority and build trust? #ContentChat

— Maureen Jann (@MaureenOnPoint) August 29, 2016

A2 Isn’t content really the fuel that drives the PR engine? #contentchat

— Derek Pillie (@dpillie) August 29, 2016

A2. Because without content, what do you have? You have to have something place, to earn, to share, and to own. #ContentChat

— Samantha McCain, APR (@samemac) August 29, 2016

A2: Content is the starting point. A smart and effective #contentmarketing strategy can drive up key PR metrics. #ContentChat

— Berrak @ #PAXWest (@BerrakBiz) August 29, 2016

A2: #Content is what makes your #PR valuable to readers (hence- quality news outlets), and showcases what you do. #ContentChat

— Tim Mohler (@TimothyMohler) August 29, 2016

A2 If PR is all about relationships, content can help introduce you to new people, making the “building” easier. #ContentChat

— Martin Lieberman (@martinlieberman) August 29, 2016

A2 The Public kinda hates advertising. Can’t blame ’em. #contentchat Content provides a different way to engage w/our pals.

— Ken Gordon (@quickmuse) August 29, 2016

Q3: What role does #mediarelations play in PR’s content program?

A3: Media relations is one prong of the four-pronged PESO model. It helps amplify and elevate your message #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A3: If earned media is done well, you can benefit both your organization and the media outlet. Everyone wins! #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

Q3: I think its huge, I always start planning media outreach by looking at what they post and if i can add value #contentchat

— Joel Bower (@JoelBowerReal) August 29, 2016

A3 Media relations plays a more targeted role in PR campaigns now. Social media has taken over spray ‘n pray. #ContentChat

— Patrick Hayslett (@PatrickHayslett) August 29, 2016

A3: if you don’t have media relations you’re handicapping yourself. It’s a great way to know if your topic is of interest. #contentchat

— Jeff Reno(e) (@Renoe) August 29, 2016

A3: Media relations offer outlets and channels to connect more people to the high quality content you’re creating. #ContentChat

— Maureen Jann (@MaureenOnPoint) August 29, 2016

A3: Media relations, from the E in PESO, helps validate your message. Hence why its earned. #contentchat

— Site-Seeker, Inc. (@SiteSeekerInc) August 29, 2016

PRO TIP: Wanna hit it it off with the media, hire a former freelance journalist, and not a PR person, to talk to editors. #contentchat

— Ken Gordon (@quickmuse) August 29, 2016

A3 Journos know how to talk to editors. They know what the job is like. They have empathy, contacts, AND the right attitude. #contentchat

— Ken Gordon (@quickmuse) August 29, 2016

Q4: Why should PR care about generating leads and measuring ROI?

A4: I once got kicked out of a LinkedIn group for saying PR should measure results to cold, hard cash #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A4: The old school way of thinking is it doesn’t drive sales. But it does and can—and should—be measured #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A4: Plus, if you can show your worth, wouldn’t you want to do that vs saying, “Oh, we raised awareness!”? Blah. #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A4: #PR is part of the marketing ecosystem. Marketing is a revenue generating department, ergo, PR needs to contribute to KPIs #ContentChat

— Maureen Jann (@MaureenOnPoint) August 29, 2016

A4: It’s important to make sure your efforts are effective, even in PR! #contentchat

— MioDatos (@MioDatos) August 29, 2016

A4 To make sure message is targeted correctly, hitting full exposure to ppl who want to hear it. Shotgunning never works well. #contentchat

— Ben H. Rome (@bhrome) August 29, 2016

It is always about measurement. Measure. Measure. Measure! #ContentChat https://t.co/4Dag3isXct

— Carrie Hane (@carriehd) August 29, 2016

A4 This economy is scared $$$. If PR can’t show ROI, a competing discipline that can will get the budget. #ContentChat

— Patrick Hayslett (@PatrickHayslett) August 29, 2016

Q5: Where does executive thought leadership fit into all this?

A5: Too many execs want to be thought leaders, but either have nothing new to say or don’t want to work on it #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A5: A content marketer cannot make you a thought leader without your involvement #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

Amen. It’s a crowded market, and we’re all tired of hearing the same ole, same ole. #ContentChat https://t.co/6rsHvxXvrL

— Samantha McCain, APR (@samemac) August 29, 2016

A5: if you are trying to build long term relationships with media partners, you can’t have a company switching every 5secs #contentchat

— Joel Bower (@JoelBowerReal) August 29, 2016

A5 This feels like an old John McLaughlin SNL sketch! Executive thought leadership is neither thought, nor leadership, discuss! #contentchat

— Derek Pillie (@dpillie) August 29, 2016

A5 Execs need to allocate time to spend writing or working w/a writer for true thought leadership. Can’t outsource ideas. #contentchat

— Erika Heald (@SFerika) August 29, 2016

@ginidietrich you mean simply retweeting and not actually getting involved isn’t enough? #ContentChat pic.twitter.com/nRUIdQRanO

— Site-Seeker, Inc. (@SiteSeekerInc) August 29, 2016

It can only be “thought leadership” if it’s the leaders’ actual thoughts, not their writers… #contentchat pic.twitter.com/lzC92jftWi

— Aviv Canaani (@avivdc) August 29, 2016

Q6: How do I know what topics I should focus on with my PR content?

A6: Content topics should focus on 1) Questions customers and/or prospects ask; 2) Questions customer service/sales answers #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

A6b: 3) Questions you answer in emails; 4) Keywords used in search; 5) Your POV or differentiators #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

@SFerika @ginidietrich A6. That’s easy. Need to do Audience analysis first to inform content strategy & planning #ContentChat

— Ken Burbary (@kenburbary) August 29, 2016

A6: What are your customers interested in? Where do you excel? What are your customers’ go-to thought leaders interested in? #ContentChat

— Tim Mohler (@TimothyMohler) August 29, 2016

A6: Think about your target audience first and what they find interesting, not you #contentchat pic.twitter.com/aoWYHsVUq9

— Aviv Canaani (@avivdc) August 29, 2016

A6: Keep your audience in mind. What are they asking? What do they need help with? Address that with your content. #ContentChat

— Express Writers (@ExpWriters) August 29, 2016

A6b: Things that are cool/interesting/helpful to your target customer, press-worthy, and highlight something you’re awesome at. #ContentChat

— Tim Mohler (@TimothyMohler) August 29, 2016

A6: Actually talking to your customers is key. Don’t presume you know their needs #ContentChat https://t.co/mlpK5KHJQw

— Jason King (@jjking24) August 29, 2016

A6: A bit heavy, but here’s a process for finding out what people want and getting SMEs involved https://t.co/2nA2OyeGtZ #ContentChat

— Carrie Hane (@carriehd) August 29, 2016

Q7: What are your must-have tools for smart PR content creation?

A7: Must-have tools? Google keyword planner, moz SEO toolbar, a notebook, and a list of questions customers ask #contentchat

— Gini Dietrich (@ginidietrich) August 29, 2016

@SFerika @ginidietrich @BuzzSumo is my hands-down favorite tool ever. I could not live without it. #ContentChat

— sherry smith gray (@sherisaid) August 29, 2016

Nothing beats the notebook & pen! #ContentChat https://t.co/QruBydnKzV

— Berrak @ #PAXWest (@BerrakBiz) August 29, 2016

A7. Necessary technical tools: @canva, iMovie, @MailChimp, @spinsucks daily posts, ALL THE THINGS. #ContentChat pic.twitter.com/sL6fDKfxDr

— Samantha McCain, APR (@samemac) August 29, 2016

A7 Ears to listen, eyes to observe, fingers to type, and a brain to create – or reasonable techno-facsimiles thereof. 😀 #ContentChat

— Ben H. Rome (@bhrome) August 29, 2016

A7 I’ve been using a tool called https://t.co/SeVG3aOCWT, just a great outlining tool that has a hashtag backend #contentchat

— Joel Bower (@JoelBowerReal) August 29, 2016

A7: a must-have PR tool is an events calendar! We’ve talked about the importance of planning. This helps with scheduling & more #contentchat

— Site-Seeker, Inc. (@SiteSeekerInc) August 29, 2016

@SFerika @sherisaid @ginidietrich Yes @BuzzSumo is a great tool. Also try SocialCrawlytics (budget). https://t.co/9Rc80IVxiH #contentchat

— Kevin Mullett (@kmullett) August 29, 2016

For those of you who want to learn more about using the PESO model to improve and integrate your PR and content marketing efforts, check out these PESO resources Gini shared with  #ContentChat attendees, and her recap of the chat.