In the past several years, a flurry of advancements in the public relations industry have forced communicators to adapt to a new, rapid pace—or else face rapid irrelevance. The sheer amount of change can be daunting. And the difficult fact is that these transformations often leave us bereft and confused, wondering how, exactly, to embrace them.
The most adept framework for how communicators should think about PR is the PESO (paid, earned, shared, owned) model, developed and championed by Gini Dietrich. Dietrich is a leading voice for the PR industry, and author of Spin Sucks.
She will walk you through what it is, how to use it, and what types of things to measure.