The Public Relations Blog

PESO remains one of the most widely recognized frameworks in integrated communication. PESO stands for paid, earned, shared, and owned media. Don Bartholomew first developed the acronym PESO and referred to it as a model.
Over time, some academics have introduced an alternative ordering: SOEP (shared, owned, earned, paid). This may or may not be a PESO replacement, or a new industry standard. It’s a reflection of how some practitioners and researchers interpret the evolving priorities.

In this solocast, On Top of PR host Jason Mudd discusses the ethical and practical differences between exclusives, advances, and embargoes and how to use them correctly in media relations.

Tune in to learn more!

If you work in corporate marketing, you’ve likely received an email that looks like an exclusive media opportunity. It promises national TV exposure, professional production, and access to millions of viewers. The catch: there’s a hefty fee.

In this episode, Keller Maloney joins host Jason Mudd to discuss why PR drives AI recommendations and how earned media and brand trust shape how AI models talk about brands.

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It happens all the time. A company lands a feature story in The Wall Street Journal, and everyone celebrates: “Look at this result!”

But here’s the truth: That coverage isn’t a result. It’s an output.

Understanding this distinction is one of the biggest mindset shifts a company can make about public relations. It changes how you define success, how you invest in PR, and how you align communications with business growth.

AI-generated answers rely heavily on trusted sources. Muck Rack’s "What Is AI Reading?" study shows that more than 89% of links that leading AI systems cite come from earned media, and 27% of all citations come specifically from journalistic content.

Many readers assume these two categories are interchangeable. They aren’t.

This post explains the difference so PR and communications leaders can understand how each one supports AI visibility.

Strengthen your digital presence through smart earned media and boost recognition with SEO for PR in algorithm and AI-driven search results.

Learn how to adjust your PR strategy to make your brand stand out and secure earned media even during crowded news cycles with these expert tips.

AI tools now favor trust signals like earned media. Learn how AI relations help your brand earn visibility through credibility, not keywords.

As Google prioritizes trust, a strong AI relations strategy helps your brand earn long-term visibility through credible, validated content.