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Earned Media: Most Powerful Tool of the PESO Model

PESO Model

In today’s society, Public Relations professionals must use more than just one form of media to strategically communicate with their audiences. Because of this, the PESO Model was adopted, which includes paid, earned, shared, and owned media. According to Gini Dietrich on her podcast, Spin Sucks, each category of the PESO model plays a distinct role in shaping brand messaging and promoting audience engagement (2021).

Advertising and sponsored content fall under the paid media category. Press coverage and third-party recognition is considered earned media. Shared media comes from social media engagement. And lastly, content creation that is controlled by the organization itself is considered owned media.

While all four of these have their own important roles, earned media has the most impact because of its credibility and integrity.

Earned Media

Like the name, earned media must be earned through storytelling, newsworthiness, and trust. It cannot be bought like paid ads. This credibility is crucial, as modern audiences are becoming more skeptical of traditional advertising. “Earned media is often viewed as more credible because it comes from third-party sources rather than the organization itself” (Eisenmann & O’Neil, 2019). Additionally, news outlets, journalists, and influencers amplifying messages often bring greater reach with earned media. Because of this, earned media drives brand awareness and reputation more effectively than many paid strategies (Kule, 2025).

Example: Barbie (2023) PR Campaign

A recent example of success through earned media is the Barbie movie campaign by Warner Bros. The movie had massive press coverage across both entertainment and mainstream media, as well as influencer and celebrity amplification. This fostered discussion about feminism, nostalgia, and branding across platforms. Two major sources of earned media were the New York Times and BBC, which extensively covered the campaign (BBC News, 2023). This coverage turned a simple movie release into a cultural movement.

The film grossed over $1 billion globally, with much of this success being driven by earned media, rather than traditional advertising alone. By positioning Barbie as both nostalgic and socially relevant, it dominated online conversations and news cycles. This demonstrates how earned media can shape public perception to create cultural impact.

Making Content More Engaging

PR professionals can maximize earned media opportunities for themselves in an attempt to gain more media coverage. By building strong relationships with journalists, creating relevant stories, and focusing on authenticity and transparency, professionals’ stories are more likely to be picked up. Aligning messaging with current cultural ideas is also key.

Conclusion

While all tools of the PESO model are useful, earned media is the most valuable because it builds credibility, expands reach, and drives engagement. The Barbie campaign proves that when earned media is used correctly, it can transform a brand into a global conversation.

References

Spin Sucks. (2021). A PESO model primer for 2021. FIR Podcast Network. https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/

O’Neil, J., & Eisenmann, M. (2019, July 15). Is Earned Media More Credible than Advertising? Institute for Public Relations. https://instituteforpr.org/understanding-how-changing-media-sources-in-the-promotional-mix-inform-credibility-and-consumer-action/

Kule, R. (2024, August 12). Council Post: Why Earned Media Is The Force Multiplier For Sales And Marketing. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2024/05/06/why-earned-media-is-the-force-multiplier-for-sales-and-marketing/

BBC News. (2023). Barbie movie marketing campaign analysis. https://www.bbc.com

Keywords/tags: PESO Model, Public Relations, Earned Media, PR Campaigns, Media Strategy