Integrated communications is not just a marketing tactic; it is an operating system where paid, earned, shared, and owned media stop operating in silos and start reinforcing one another to drive measurable outcomes.

In this episode, Nikki Little, CMO at Franco, joins the show to explain how to dismantle the barriers between your marketing departments. She breaks down exactly how to utilize the PESO model (created by Gini Dietrich) to ensure that a single piece of owned content doesn't just sit on a blog, but fuels media pitches, social engagement, and paid advertising.

In this episode, we cover:

• The PESO Model in Action: How to align Paid, Earned, Shared, and Owned media to work in harmony rather than competition.
• The Cost of Silos: How disconnected teams lead to duplication of effort, inconsistent messaging, and missed data opportunities.
• The Integrated Matrix: How to build a plan where every asset is maximized across multiple channels so content never "lives and dies" in one place.
• Where to Start: The first tactical step to take—getting department leaders from sales, marketing, and comms into the same room.

Links & Resources:

• Connect with Nikki Little on LinkedIn
• Learn more about Franco

Text us what you think about this episode!