How is PESO being used in the workforce?

Before we talk about how the PESO model is being used in the workforce, what is the PESO model?

Well, The PESO model is a framework for integrated communications that stands for Paid, Earned, Shared, and Owned media(further explained in the photo below). The PESO model has many applications in the field of public relations, but a strong way of incorporating the PESO model is using it within employee communication. The PESO model is a way companies segment marketing channels into discrete groups. A few possible applications of the PESO model within employee communication are described below:

An application of the PESO model in employee communication that comes to mind is that it can be impactful within the hiring process. Employees are naturally interested in businesses that they can connect with. This allows people to naturally transition from being just new hires to brand advocates. This provides an outlet to communicate positively about the organization. The part of the PESO model that this reflects is the earned part of the PESO model. This implies that the company has to earn the trust and interest of the employee.

Another application is communication within the company can allow information to be spread more fluidly and expand beyond internal memos. This can be done by educating the employees on the actions of the company, encouraging employees to share information about the actions of the company, and by asking employees to share their own stories and get personal authentic stories from people within the company. Basically, create an atmosphere leading to personal connections to the company by making employees feel like an involved part of the organization. The part of the PESO model that is used in this application is a mix of earned and shared media. Earned can best be described as being built on because of and through word of mouth while shared is being built upon by the community engagement aspect.