Artificial Intelligence and CGI Integrated in the PESO Model

The PESO model in media relations is the Paid, Earned, Shared and Owned media. As you can see in the diagram, different media channels are all in different categories. It is optimal that each PR campaign includes something from each part of the PESO model that complement each other. Media relations goes under earned media. 57% of practioners say that there is a rise in importance of earned media in the last 3 years (Tench and Waddington, 2020).

The PESO model is a strategic model which can maximise return on investment (ROI) and can help create an impactful communication strategy. This model can help businesses reach a wide range of audience as their message is not confined into one single channel. However, because you must use different media channels this can be costly for the team as they need to budget how much each channel can have and then all of it combined will be a larger sum of money for the campaign rather than for a single channel. Additionally, it is important to keep the same message throughout each channel so that there is one message holding it together and it is not confusing for the target audience.

CGI and AI can be integrated into this model to amplify their communication. CGI can be used in their paid media as well as their owned content/ website and shared media. This shows that CGI can be used across a range of channels in this model which can make it more efficient for the campaign and the message and look will be the same/ similar. Additionally, CGI/ AI can be used in influencer marketing with there being AI influencers such as the original @lilmiquela and others including Aitana (Spain’s first AI model). Therefore, these trends/ tools can be used for all parts of the PESO model. Although, despite the ease of working with CGI and artificial intelligence with the PESO model, consumers may find the campaign too artificial using all technology and they could wonder what is real about the brand. This could mean that AI and CGI are good tools to help with the PESO model by it should not be used for every channel as it could harm the brand image.

Overall, the PESO model is a PR media framework which can help navigate a campaign to maximise ROI and audience reach. AI and CGI can be used as part of this model to help with campaigns, but it should not overtake traditional marketing tools as this creates that authenticity. Earned media is becoming more important to include in the model and it shouldn’t be overlooked as media relations helps keep that relationship with the brand and consumer which is becoming more important in marketing.

Leave a comment below on how you would integrate these tools into the PESO model.