Public Relations Foundations: PESO, Earned Media, and Integrated Campaigns
Overview: The speaker describes a Bristol Myers Squibb (BMS) campaign linked to cancer awareness and fundraising, coordinated by a global team of 300+ employees around the world cycling for cancer. The central idea is to illustrate how traditional PR (earned media) blends with newer channels in an integrated marketing approach.
Core idea (earned media): From the year 1900 to today, earned media (editorial interviews) has been the core of public relations—getting coverage without paying for it. This includes TV, radio, podcasts, blogs, and editorial features.
Example in practice: A CBS New York interview segment featured a rider in branded BMS gear. The journalist did not explicitly mention Bristol Myers Squibb in the broadcast, though the segment carried branding and the rider wore BMS attire.
Key takeaway about earned media:
It is not paid for; there is “news value” and a potential for high credibility.
It can be edited by the broadcaster (clipping to a shorter segment), so there is a risk that messages may be trimmed.
Live interviews are preferred over taped ones to maximize control over what is said (and to ensure CTAs are included).
Providing B-roll footage (e.g., five minutes of b-roll) helps editors craft a richer piece than a talking-head interview alone.
Call to Action (CTA) in live vs taped pieces:
In live segments, the host may insert a URL or CTA (e.g., cancerbikeride.org) during the live broadcast.
In taped segments, the CTA can be edited out, reducing drive-to-action impact.
Personal branding and branding ethics:
The rider’s outfit and branding can be visible, but the journalist may not mention the sponsor by name. The sponsor still receives credit in post-production or via accompanying materials.
The presenter notes that editorial coverage is not the same as an advertisement; even with branding, the piece remains earned media if no payment is involved.
Historical context:
Traditional PR (pre-social media) focused on securing placements in ABC/NBC/CBS, NYT, ESPN, etc.
Social media (beginnings around 2006) expanded what PR could do beyond earned media, enabling more content distribution and direct engagement.
The role of B-roll and content assets:
The organization can provide B-roll (e.g., footage from the 2024 ride) to help editors craft a compelling story.
Providing substantial B-roll increases the likelihood of featuring multiple riders and human-interest elements.
Example of a successful earned segment and its limits:
A CBS New York segment is presented as a success in earning coverage without paid advertising.
The need for compelling human-interest stories remains central to securing earned media.
Practical implication: Earned media profiles must be balanced with other PESO elements to maximize reach and credibility while preserving editorial integrity.
The PESO Model: Paid, Earned, Shared, and Own Media
Core concept: PESO categorizes media together with how messages are distributed and amplified across channels.
Paid media: Promoted content where the sponsor pays (e.g., ads, sponsored content). Ownership and control over messaging are high.
Earned media: Editorial coverage obtained without payment, driven by news value, storytelling, and journalist interest.
Shared media: Content amplified by partners, fans, or third parties (e.g., V Foundation sharing Bristol Myers Squibb content, or other charitable partners amplifying posts).
Own media: The brand’s own channels (company website, social accounts, blogs) where the organization controls the narrative and messaging.
Real-world application in the campaign:
The campaign relies on earned, owned, and shared media with little to no paid media.
Partner organizations (e.g., the V Foundation) help amplify content via their channels, providing “shared” reach.
The lack of paid media means less direct control over placement and messaging and a greater emphasis on compelling storytelling and CTAs.
Important distinction:
Editorial content (earned) is not an ad; paid content is clearly labeled as sponsored; CTAs remain essential in driving action regardless of channel.
Quiz takeaway (for the course): Memorize the four components and what each one entails for quiz readiness.
Additional context:
Some brands (e.g., Capital One) may reference inner PESO elements as IP/ACE or other variants, but the core four categories remain the same.
Integration with internal audiences:
Beyond external media, there is value in mobilizing internal audiences (employees) to participate and share content, leveraging internal advocacy.
Broadcast Integration: From Earned Segments to Sponsored Placement
Earned segment example: The CBS segment was earned media—no payment was made for placement.
Paid alternatives in broadcast:
For some segments (e.g., Good Morning America), there is an option to pay for broad distribution, with a price around 400,000 to feature a segment on the show.
Historically, paid placements existed and were more common; today, networks present paid options alongside editorial decisions.
Sponsored content vs editorial:
Sponsored content appears as part of the “shelf” and is clearly labeled as paid content (e.g., accounts such as Microsoft Bookings enabling sponsorships).
The cost of sponsored articles can be substantial (e.g., the speaker cites 152,100,000 as an example figure for high-end sponsored coverage).
When content is paid, the sponsor can control wording and placement, unlike earned media where control is limited.
Practical distinction:
Editorial coverage carries credibility but less control; sponsored content ensures control but requires transparent labeling.
Content distribution mechanics:
Microsoft Bookings and similar platforms label sponsored content as paid placement, distinct from editorial content.
Examples of paid distribution strategies:
Native advertising and sponsored content (e.g., top-of-page native placements) can provide reach while maintaining a non-traditional ad format.
Content shelf integration:
The term “integration” is used to describe editorially produced content that is paid to be placed within a media outlet’s ecosystem, designed to appear natural within the outlet's environment.
Practical implications for campaigns:
Weigh the cost vs. control trade-off when deciding between earned and paid distribution; use paid for broad reach when the story is compelling enough to justify the spend.
Content Discovery and Native Advertising (Taboola / Outbrain)
Definition: Content discovery platforms place links to stories on multiple publisher sites, guiding readers to the original content.
How it works:
A piece like the CBS segment can be syndicated across many sites via Taboola or Outbrain, with a caption such as “New York City woman cycling for mom who died nine eleven” that links to the CBS piece.
This is paid placement (not editorial), and it drives traffic to the original content.
Concept: Native advertising and content discovery are designed to resemble editorial content while being paid promotions.
Key nuance: The user clicks a link and is directed to the target article or video, creating new audience exposure across the web.
Practical takeaway:
Content discovery is a paid amplifier that can extend reach beyond traditional editorial boundaries.
Earned Media: Case Studies and Lessons Learned
New York Times cover feature (Can Am Spider):
A journalist with decades of experience (over two decades) was pitched with a unique story about a Canadian three-wheel vehicle entering the U.S. market.
The journalist spent a day with the designers and journalists across New Jersey; the piece appeared weeks later in a feature format.
Call to action in the piece: a down payment of 1,000 to reserve a vehicle was advertised inside the story.
Cultural and localization considerations:
In French Canada, the term “tricycle” was unacceptable for a three-wheel vehicle; local language nuances affected PR messaging.
This underscores the need to tailor language to different markets and stakeholders, including language and cultural context.
Learnings on media relations:
Persistence and high-touch relationships with journalists can yield high-impact placements, especially with editors who have a broad reach.
It’s possible to secure features without paid media, but it requires significant effort, timing, and a story with broad appeal.
Side notes from the speaker’s experience:
The New York Times feature occurred in a period when PR was more about guiding journalists to stories than direct advertising; it shows the power of a compelling narrative paired with real-world relevance.
The speaker’s long-standing relationships (e.g., a journalist they’ve known for 20 years) can be pivotal to securing top-tier coverage.
Influencers, Shares, and FTC Endorsement Guidelines
Definition of share media: Partnering with influencers to amplify campaigns on social channels, in addition to owned and earned channels.
FTC Endorsement Guidelines:
The Federal Trade Commission (FTC) issues rules about endorsements and promotions by influencers, with a focus on protecting consumers.
Endorsements must be disclosed; the onus is on the brand and the influencer to properly disclose partnerships.
Disclosure best practices for influencers:
The simplest, clearest disclosure language is to use hashtags such as #ad, which indicates a paid or sponsored partnership.
Alternative disclosures may include explicit statements like “I am partnering with [Brand]” or “sponsored by [Brand],” depending on legal counsel and the brand’s requirements.
Hashtag #ad is widely accepted as clear disclosure; some brands or lawyers may require more explicit language, but the FTC approves #ad as a clear indicator.
Practical guidelines for campaigns:
Always disclose partnerships in a way that is hard to miss, especially on platforms with long-form captions (e.g., Instagram) where a full caption is possible.
The disclosure is critical for consumer trust and regulatory compliance; failure to disclose can lead to penalties and brand backlash.
Radio endorsements and product reviews:
Endorsements on radio and other traditional media fall under similar rules; if a host is paid to promote a product, disclosure may be required.
In reviews and on platforms like Amazon, false or paid reviews without disclosure are increasingly scrutinized.
Ethical case study reference:
A landmark case involved a brand giving away dresses to 50 influencers with explicit posting instructions and failing to disclose the partnership, which led to regulatory scrutiny and public backlash. This case highlights the ethical and legal risks of non-disclosure.
Ownership of media channels:
Regardless of paid or unpaid status, individuals own their own media channels (social profiles, blogs, podcasts) and act as editors/publishers of their content.
Implications for practitioners:
When working with influencers, ensure compliance with FTC guidelines, provide clear disclosures, and align messaging with consumer protection goals.
The line between authentic organic promotion and paid promotion is maintained through transparency and verifiable disclosures.
Personal Anecdotes: From Internship to Modern PR Practice
Early career experiences:
The speaker interned in the late 1990s, culminating in an experience at 30 Rockefeller Center (NBC) where they produced a sports radio show from 7 PM to midnight, largely via phone pitches—no email at that time.
They recall the shift from phone-based outreach to the advent of email in the early 1990s, transforming the speed and efficiency of pitching.
Transition to digital and DM-based outreach:
By the mid-2000s, email had become standard; later, direct messages (DMs) on platforms like X (Twitter) and LinkedIn became common, often yielding higher response rates than mass emails.
Pitching philosophy:
The traditional approach was to tailor pitches specifically to each journalist; generic pitches were less effective and appeared as spam.
The speaker emphasizes the importance of a personalized, well-researched pitch rather than a one-size-fits-all message.
Agency operations and team roles (hypothetical example):
In a large agency, a small subset of staff (roughly 5–10%) would be dedicated to pitching and media outreach, while others could support in related roles.
Recommendations include leveraging a network of journalists with specialized beats and experimenting with direct-to-editor outreach.
Key historical takeaway:
The PR profession has evolved from traditional editorial outreach to an integrated, multi-channel approach (PESO) leveraging live media, digital platforms, and influencer partnerships.
Personal narrative about the internship experience:
The speaker used to sprint between trains and office locations, balancing school, money constraints, and a drive to break into the media world, illustrating the hustle and persistence that early PR careers often required.
Ethical Considerations and Practical Guidelines for PR Practitioners
Disclosure and consumer protection:
The FTC guidelines emphasize transparency regarding paid partnerships to protect consumers from deceptive advertising.
The role of the brand and legal teams:
Brand legal teams often shape the exact wording of disclosures and the level of explicitness in influencer contracts; the client must approve and ensure compliance.
The balance between authenticity and compliance:
Campaigns should strive for authentic storytelling while adhering to disclosure requirements and avoiding deceptive practices.
Lesson from the 50-influencer paisley dress case:
Even well-intentioned campaigns can backfire if influencers are not properly informed about disclosure requirements.
Practical ethics for students:
Always consider how a piece will be perceived by the consumer; ensure disclosures are clear and non-misinformative.
When in doubt, err on the side of clearer, more explicit disclosures.
Key Takeaways for Quiz Prep
PESO framework definitions and examples:
Paid, Earned, Shared, Own: what each means and how they interact in a campaign.
Earned media fundamentals:
Editorial credibility, lack of paid placement, risk of post-production edits, and live vs taped considerations.
Broadcast integration and sponsorship dynamics:
Distinguish between earned coverage and sponsored/paid placements; understand cost implications and control over content.
Content discovery and native advertising:
Taboola/Outbrain concepts; paid amplification across publisher sites; link to the original story.
FTC disclosure guidelines for influencers:
Best practice: use clear disclosures such as #ad; hard-to-miss language is required; the brand and influencer share responsibility for compliance.
Ethical case awareness:
Understand historical examples where failure to disclose led to issues; apply learnings to avoid similar pitfalls.
Ownership of media channels:
Recognize that individuals own their own media channels and must act as editors/publishers on those platforms.
The CBS New York interview featured a rider in BMS gear, with branding and personal storytelling surrounding a mother who died of cancer related to 9/11.
The rider, Jessica, is training to cycle 225 miles from Indianapolis to Pittsburgh over 3 days for the Bee Foundation; goal is to raise 1,000,000 for cancer research.
Jessica’s mother, Ann, worked near the World Trade Center and died of stage IV lung cancer diagnosed in 2012; Jessica’s motivation is a tribute and a call to action.
The segment aired in the New York market and included a live CTA; taped versions may omit CTAs depending on editing.
Technical production details:
Five minutes of B-roll footage supplied; editors may slice the piece into a three-minute segment.
The rider’s branding in the bike gear provided brand visibility across the segment.
Logistics and media strategy insights:
Live interviews provide more control over CTAs; taped interviews can be edited for brevity but may omit actionable elements.
A well-prepared B-roll library is crucial to support multiple potential outlets and ensure consistent branding across segments.
Final thought:
The speaker emphasizes a balanced, multi-channel approach (PESO) and the importance of ethics, transparency, and storytelling quality in PR campaigns.