Perhaps now more than ever, communicators need to be adopting the PESO model to maximize results. PR agencies, in particular, should be looking at how to leverage the tools beyond traditional earned media since many journalists and news outlets have precious little time and space for non-virus content right now. As the creator of the PESO model, Gini Dietrich understands its value and has a variety of tools and trainings available to help communicators take advantage of the approach. Chip and Gini discuss the importance of the PESO model and how agencies can better utilize it.