The document discusses the convergence of public relations and marketing and the PESO model for integrating earned, paid, shared, and owned media. It notes that almost half of PR professionals and over 60% of marketing executives believe PR and marketing will become more closely aligned in the next three years. Some think PR will dominate, others think marketing will dominate, but the reality is likely somewhere in between. The document then outlines the PESO model and provides advice on how to implement it to help prove the value of PR and attribute results to business outcomes.

1. THE CONVERGENCE CONCEPT
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2. 02
Fred Cook, Diretor, USC Center for Public Relations
2019 Global Communications Report
Almost half of PR pros and
more than 60% of marketing
executives believe that their
two disciplines will become
more closely aligned in the
next three years. Some think
PR will dominate. Others
think it will be dominated.
Perhaps the reality is
somewhere in between.

3. 03
Most
critical
issue
facing our
industry
PR Agencies
Corp Comms
Percentage of PR agencies reporting
into marketing
Percentage of corporate communications
departments reporting into marketing.
18%
21%
20 %
Source: 2019 Global Communications Report

4. 04
PR pros believe
the industry
will...
Source: 2019 Global Communications Report

5. 05
While
marketing pros
believe PR will...
Source: 2019 Global Communications Report

6. 06
In the next five
years, how will
our relationship
with marketing
change?
Source: 2019 Global Communications Report

7. 07
So what
does this
mean for
us?

8. SEO
specialists
are doing
earned
media

9. SEO
specialists
are doing
earned
media

10. 010
And not
well…

11. Marketers are
beginning to
own content
and paid media
Source: 2019 Global Communications Report

12. And that trend
continues...
Source: 2019 Global Communications Report

13. 013
But
shouldn’t
we own
PESO?

14. 014
Yes. We
should.

15. 015
Great
business
reads...

16. 016
Launched
officially in
2013

17. 017
Advertorials, native
advertising, paid social,
boosted content, email
marketing, sponsored content
Paid Media
PESO Model

18. 018
Media relations, influencer
relations, blogger relations,
search engine optimization,
linkbacks
Earned
Media
PESO Model

19. 019
Social media, customer
experience, community
building, engagement
Shared
Media
PESO Model

20. 020
Podcasts, videos,
livestreaming, eBooks,
webinars, white papers, blog
posts, brand journalism,
user-generated content,
newsletters, infographics,
research, employee and
customer stories
Owned
Media
PESO Model

21. 021
Detractors, loyalists, and
advocates
Charity tie-ins, community
service, CSR, c0-branding
Community and
Partnerships
PESO Model

22. 022
Affiliates, brand ambassadors
Incentive
PESO Model

23. 023
Speeches, bylined articles,
thought leadership, Google
first page rankings
Authority
PESO Model

24. Relationships with journalists,
customers, community,
influencers, employees,
stakeholders
It all leads to
relationships
024

25. 025
AttentionTHIS IS WHAT WE DO!

26. 026
The
earned
media
paradox
Far More Valuable
Cision asked 1,500 senior marketers to rate
earned media versus paid media
81 %

27. 027
But...CEOs
want PR to
help sell
Source: 2019 Global Communications Report

28. 028
Attribution
continues
to be a
problem

29. 029
But not
with the
PESO
model

30. We CAN
absolutely,
positively
attribute our
work to
business
results
030

31. In order of
importance for
the results that
help sell
products and
services
PESO Model

32. Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Media
Media
Media
Media
Media

33. 033
Create content
that makes
sense for both
humans and
search engine
spiders

34. 034
Focus on priority
keywords

35. • The main topic for your most competitive key phrase
• It may not be what has really high search volume or
search competition
• You can actually compete for the word or phrase
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Media
Media
Media
Media
Media

36. 036
Copiers
OR
What are the
best all-in-one
copiers on the
market?

37. 037
It’d be really
difficult to get
on the first
page of Google
results for that
term alone

38. Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Media
Media
Media
Media
Media

40. Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Media
Media
Media
Media
Media

41. 041
The most
important part
of PESO model
success...

46. 046
Your domain
authority
has increased
You’re ranking on
the first page of
Google for your
topic.
You can prove your
efforts are selling

47. Content runs on your site
Earned media with anchor
text and priority keyword
Organic and paid promotion
Atrribution

48. 048
PESO model +
data + results =
PR existence
Source: 2019 Global Communications Report

50. @ginidietrich spinsucks.com