Part 1: Putting the O in the PESO model
So, it’s the end of the month and we’re all working well past the 6 pm bell to finalise our month-end reports – those reams of numbers and stats that highlight our content-driven efforts over the past 30 days. For a limited time only, Microsoft Excel becomes our new best friend.
But what exactly goes into these reports apart from ‘Paid’, ‘Earned’ and ‘Shared’ content? The missing factor is ‘Owned’ content, which makes up the fourth element of the PESO model. For those who aren’t familiar with it, here’s a refresher:
Owned content is the hero because it involves creating our own content to be shared with our own contacts; it makes us the storytellers, the thought leaders and the creatives. In order to engage the media with our stories, we need to tailor both our content and our approach to each individual journalist.
Both involve a spot of light investigation. I’m not talking about in-depth stalking or launching an inquisition, but instead about reaching out to media representatives as human beings with hobbies, passions, personalities and preferences. We need to learn about them and tune into their interests to create authentic, meaningful and relevant content that we know will make them tick. At the same time, we must also develop an understanding of their research methodology when writing a story, the challenges they face in their industry, and even the way they prefer to be contacted.
This is how we develop our owned stories. We know who we’re talking to because we’ve learnt our stakeholder’s journey.
In part two of my blog, I will explore the four key methods for successfully placing owned media.
Riya Vatnani is Senior Account Executive at Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA. |www.cbpr.me