February 11, 2020

The PESO Model: Why Communicators Struggle To Implement It And How To Fix It

15 minutes

About eight years ago, we launched the PESO model. Today it’s everywhere. Although we’ve constantly refined and improved it over the years, it’s not always easy to implement. In this week’s show we’ll talk about the four reasons people can struggle with the PESO model, and how to overcome those obstacles.

Experience and wisdom: People with expertise and experience often know what works and stick with that. Often, however, they’re not open to learning new skills, strategies, or tools. Start small, and show them how the PESO model can be used to make decisions based on data.

Being. So. Excited. About. Tactics.: Tactics aren’t strategies; they’re just steps along the way to fulfilling the goals in your PESO model communications plan.If you’re someone who gets excited by every new thing, help yourself by allowing some wiggle room in your PESO model program to experiment with different tactics.

Wishful thinking and untrue assumptions: Strategy, communication, and logic aren’t quick fixes. PR isn’t an instant fix or a miracle worker. The best way to correct wild assumptions is to use the PESO model itself and tie it to specific short term goals that lead to long term outcomes.

Lack of a big picture understanding: Christopher S. Penn says that you should think about artificial intelligence as a symphony, with you as the conductor. This means you have to know everything about the PESO model, how it works, and how to integrate it all to create authority, credibility, and results.

Have Your Say

What do you struggle with in trying to implement the PESO model? Share your insights in the Spin Sucks community.

Resources

PR Pros Must Embrace The PESO Model

Media Relations Is A Tactic, Not A Strategy

The PR Industry and The PESO Model

...more