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Advertising and media
The PESO model: four types of media compared
| Media type | Examples | Main strength | Watch out for |
|---|---|---|---|
| Paid | Ads, sponsored content, boosted posts, paid influencer posts | Fast reach and full control of message and timing | Lower trust; must be clearly labelled as paid |
| Earned | News coverage, reviews, expert mentions, word of mouth | Highest credibility: a third party vouches for you | No control over text, headline or timing |
| Shared | Social networks, online communities, reposts and comments | Dialogue with the audience and quick feedback | Reach depends on platforms and algorithms |
| Owned | Website, blog, newsroom, newsletter, podcast | Full control; your permanent source of truth | You must build and keep the audience yourself |
| Media type | Examples | Main strength | Watch out for |
|---|---|---|---|
| Paid | Ads, sponsored content, boosted posts, paid influencer posts | Fast reach and full control of message and timing | Lower trust; must be clearly labelled as paid |
| Earned | News coverage, reviews, expert mentions, word of mouth | Highest credibility: a third party vouches for you | No control over text, headline or timing |
| Shared | Social networks, online communities, reposts and comments | Dialogue with the audience and quick feedback | Reach depends on platforms and algorithms |
| Owned | Website, blog, newsroom, newsletter, podcast | Full control; your permanent source of truth | You must build and keep the audience yourself |