AS we progress through the PR Theory module in semester 1, terms such as the Excellence model, Jefkins’ transfer process and Moloney’s reputation bank will become familiar themes.

But arguably it is the PESO model which has had the biggest impact on PR since digital media fragmented traditional media’s stranglehold on communications and reputation management. The model – widely credited to Gini Dietrich’s Spin Sucks book from 2014 – had actually been developed several years earlier to assist with the measurement and evaluation of communications activity in an increasingly digital world.

The PESO model is an essential tool for practitioners but it is of equal value to PR scholars, particularly when building an understanding of how media planning and strategy contributes to protecting and promoting reputations.

That’s why Richard Bailey’s excellent insight into PESO on the PR Academy blog came as such a timely reminder of the variety and value of media channels to communicate and persuade.

Here is Richard’s PESO insight in full. Please read and return to this throughout the year – it will prove invaluable to making the most of your understanding of PR themes and concepts.