My Process

I have been trained to use the PESO Model of Communications pioneered by Gini Dietrich which aligns paid, earned, shared and owned media for outstanding and measurable results.

By integrating your communications, your plan will benefit from synergies from all of the types of media. We always start with “owned media” first because it is where you have the most control. It includes your website, blog, newsletter, collateral, signage and more.

Then we may add “earned media” which includes media interviews, backlinks and more. “Shared media” refers to any of your social channels like Facebook, Instagram, YouTube, Twitter and LinkedIn. Lastly, “paid media” as you might expect refers to advertising, sponsored content, syndication and more.

Here’s my process for using the PESO Model to make your PR and marketing strategy shine.

Step 1 – Listen

Tell me what is on the horizon. Do you have a dream, personal or professional goals? What’s holding you or your organization back and what is driving you forward? Answers to these questions will help us focus in on what’s really important so we can pick strategies that match up with your goals.

Step 2 – Strategize

It’s not easy to drive the car while you change the tires. This is why creating space to strategize together is so important. After our conversation, I will create a plan that is measurable and tied to business outcomes.

Step 3 – Perform

Once you have a plan, you can use it to move forward yourself or with your staff. Alternately, I can help you get your plan in motion and connect you with any resources or vendors to streamline the process.

Step 4 – Measure

Once communications activities are in motion, we set time to measure how things are going. This helps us make adjustments along the way as they are needed. Does a certain type of content bring your website a lot of traffic? Let’s do more! How is your sponsored content performing? How many leads are joining your email list? And, are you getting referral traffic to your website from your social channels. These may be some of the questions we ask in order to determine how your paid, earned, owned and sponsored content is performing.

Step 5 – Repeat

I can help you streamline your communications program, so you can keep it up and running and delivering results you need.

Are You Ready? Let’s Get Started

If you are in need of strategy to make your communications program sing, you’ve come to the right place. Contact Amy Carr to set up a call to discuss how we can work together.