Earned Media is in Hospice
There are 6.75 PR professionals for every 1 journalist in the U.S. In 2000, the ratio was 3:1. While media isn’t dying, earned media is.
In Q1 2025, the media landscape took yet another hit with round after round of mass layoffs. ABC News and Disney Entertainment Network cut 6% of employees, according to the Wall Street Journal. Adweek reported that TEGNA, one of the country’s largest owners of local news stations, laid off their fact-checking team. Forbes cut 5% of staff back in January (The Wrap).
This has undeniably altered the communications landscape. Editorial staffs are leaner, and the competition for attention is fiercer. The monetization models have changed. AI has drastically altered search and decreased media site traffic. Habits have changed; 54% of Americans get their news and intel from social media first according to Pew Research Center. This imbalance underscores not only why pitching must be highly strategic, respectful of time, and well-tailored but why a strong communications strategy goes far beyond earned media. It’s time to reevaluate your plan, particularly the importance of a comprehensive PESO© approach.
When Newsrooms Shrink, Your Strategy Can’t:
With newsrooms and editorial teams thinned out, relying solely on earned media is like wrestling with one arm tied behind your back. In order to have a successful communications strategy in this media landscape, it’s important to use all of the tools in your brand’s arsenal. Basically, it’s past time to embrace the full spectrum of the PESO© model, a framework that’s more relevant than ever.
What’s PESO©, Anyway?
For those playing catch-up, PESO© stands for:
- Paid Media: Think sponsored content, social media ads, and influencer collaborations. It’s about paying to play and getting your message in front of the right eyes.
- Earned Media: The traditional PR gold – media placements, press coverage, and organic mentions. It’s about building credibility and trust.
- Shared Media: Social media engagement, user-generated content, and online communities. It’s about sparking conversations and building relationships.
- Owned Media: Your website, blog, newsletter, and podcasts. It’s about creating content that you control and own.
This model was created and trademarked by Gini Dietrich of Arment Dietrich, and is the cornerstone of modern communications.
Why PESO© is Your Secret Weapon Right Now:
- Diversification is Your Defense: With fewer journalists to pitch, you can’t rely solely on earned media. Paid, shared, and owned channels become crucial for reaching your audience. Additionally, a journalist might be *encouraged* to feature a product or brand after the brand has invested in significant paid advertising with the outlet. This used to be done with brands through paid print campaigns, but now it’s through sponsored and CPC digital content.
- Control Your Narrative: Owning your message is paramount. Owned media lets you tell your story on your terms while also acting as a helpful resource for consumers. Owned media also provides a channel to quickly respond to any trends or potential crises.
- Build Communities, Not Just Coverage: Shared media allows you to connect with your audience on a deeper level, fostering loyalty and advocacy. In the “loneliness era”, people crave connection and community, the only difference is that now they’re receiving it through social media or Substack chats, often via brand-owned spaces or on the pages of popular influencers within their communities.
- Targeted Reach: Paid media ensures your message reaches the specific demographics you need to influence with a tailored message that best suits that audience.
Here’s How to Revamp Your PESO© Playbook:
- Paid:
- Invest in targeted social media ads to reach specific demographics and interests
- Explore influencer partnerships to tap into new audiences or key communities
- Earned:
- Focus on building relationships with niche journalists and bloggers
- Craft magnetic story angles that resonate with current news cycles
- Shared:
- Engage in relevant online communities and forums
- Create content that sparks conversation and encourages sharing
- Owned:
- Develop a consistent content calendar for your blog and social media channels
- Create valuable resources like ebooks, podcasts, and webinars
Ready to Conquer the Media Landscape?
At RED PR, we specialize in integrated communications strategies that deliver results. Let us help you navigate the evolving media landscape and build a brand that thrives. Reach out to us at RED@red-pr.com
TL;DR: Earned media is dyng. It’s time to fully embrace the PESO© model. Diversify your strategy, control your narrative, and build meaningful connections with your audience. Gini Dietrich’s PESO© model is a powerful tool in a marketing communicator’s arsenal.
