PESO in 2021: Creating Media Relations and PR Wins Across Content Efforts

Media relations remains a powerful driver of PR success, but communicators must shed yesterday’s tired strategies and tactics to instead embrace digital-first, content-heavy campaigns and offerings that will truly move the needle for your organization or client. In this session, we will reveal top takeaways for using the PESO (paid, earned, shared and owned) model to create and implement media relations and PR strategies that set your organization up for success, helping it to grab traction and coverage even in a quickly moving news cycle dominated by crises and a few trending topics. She’ll also share ways to approach media relations and PR work with fresh perspectives necessary to stand out now and in the future.

You’ll learn: 

  • How to create and publish a steady stream of compelling owned content that drives storytelling efforts
  • Ways to harness your own and user-generated content to drive brand awareness, buzz and reporter interest
  • Steps for using sponsored content and paid promotions to amplify media coverage and mentions
  • How to build lasting relationships and supply credible experts and enticing articles to reporters
  • Sabrina Browne
    Account Director
    burson cohn & wolfe
  • Thomas Bunn
    Executive Vice President, Integrated Solutions