The PESO model must be used to support PR efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 10:36 AM UTC

With 2022 around the corner, the public relations (PR) sector is undergoing significant changes.

As corporations realise the need for diversity, ethnicity, and inclusion (DE&I) amid COVID-19 and recent racial injustices, the DE&I trend is projected to continue in 2022. More firms are incorporating DE&I into their operations, and PR is well placed to boost those initiatives via storytelling.

The integration of paid, earned, social, and owned (PESO) media model with PR campaigns is making PR more intertwined with processes like collecting leads. PR practitioners must enhance PESO capabilities, to develop an integrated media strategy.

Also, measurement of outputs like media pickup and tracking will be prioritised, as well as being well-informed about a client’s marketing plans. Moreover, thought leadership from the C-suite and senior management will be a driving force for PR, as executives showcase their credibility and expertise.

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