Crafting an Effective PR Plan for 2024: Leverage the PESO Model

In the ever-evolving landscape of public relations, staying ahead of the curve is essential for success. As we approach 2024, strategic communication professionals are turning to the PESO model to create comprehensive and impactful PR plans. The PESO model, which stands for Paid, Earned, Shared, and Owned media, provides a framework for integrating various communication channels. In this article, we will explore how to leverage the PESO model to develop a robust PR plan for 2024.

Paid Media  

Paid media involves leveraging advertising and sponsored content to amplify your message. In your 2024 PR plan, consider allocating a portion of your budget to targeted paid campaigns. Platforms such as social media, search engines, and industry-specific publications offer opportunities to reach a broader audience. Develop engaging and visually appealing content that aligns with your brand message and objectives. Paid media can help boost visibility, drive traffic, and complement your organic efforts.

Earned Media

Earned media is the traditional cornerstone of public relations and includes coverage gained through media outreach, press releases, and media relations. In your PR plan, outline strategies for building and maintaining relationships with journalists, influencers, and thought leaders. Develop compelling story angles, press releases, and pitches that resonate with your target audience and the media. As earned media is often considered more credible, securing positive coverage can significantly enhance your brand's reputation.

Shared Media

Shared media refers to the distribution of content through social media platforms and other online communities. In 2024, social media will continue to play a pivotal role in shaping public opinion. Develop a social media strategy that aligns with your overall PR goals. Consider creating shareable content, engaging with your audience, and leveraging user-generated content to build a sense of community around your brand. Monitoring and participating in online conversations will help you stay responsive and adaptable.

Owned Media

Owned media encompasses the content and channels that your brand controls, such as your website, blog, and newsletters. In your PR plan, outline how you will leverage owned media to establish your brand as a thought leader and a reliable source of information. Develop a content calendar that aligns with your messaging strategy and addresses the needs and interests of your target audience. Owned media allows you to control your narrative and build a direct relationship with your audience.

Integration and Measurement

The strength of the PESO model lies in its ability to integrate these four media types into a cohesive strategy. Your 2024 PR plan should include a detailed roadmap for how each media type will work together to achieve your overarching objectives. Develop key performance indicators (KPIs) for each media type to measure the effectiveness of your efforts. Regularly assess and adjust your strategy based on the performance metrics, ensuring a dynamic and adaptive approach.


As you prepare your PR plan for 2024, consider the PESO model as a comprehensive framework for navigating the multifaceted media landscape. By strategically incorporating paid, earned, shared, and owned media, you can create a powerful and effective communication strategy that resonates with your target audience. Embrace the evolving nature of public relations, and leverage the PESO model to stay at the forefront of the industry in the coming year.

Below is an outline sample of how this might look for 2024.  If you want to discuss this further, or populate it with your own roadmap for 2024, please contact me here.


Quarterly Outline PR Plan for 2024

Q1: January - March

1. Paid Media (January)

  • Allocate budget for targeted social media advertising campaigns.
  • Create visually appealing content to promote upcoming initiatives.
  • Utilize paid search advertising to boost online visibility.

2. Earned Media (February)

  • Develop a compelling press release highlighting the company's Q1 milestones.
  • Build and nurture relationships with key industry journalists and influencers.
  • Pitch story ideas to relevant media outlets.

3. Shared Media (March)

  • Launch a social media campaign to encourage user-generated content.
  • Engage with the audience through polls, Q&A sessions, and live streams.
  • Monitor social media channels for trends and participate in conversations.

4. Owned Media (Throughout Q1)

  • Update the company blog with thought leadership pieces and industry insights.
  • Implement a content calendar for regular updates on the company website.
  • Launch a quarterly newsletter to keep stakeholders informed.

Q2: April - June

1. Paid Media (April)

  • Evaluate the performance of Q1 paid campaigns and optimize for better results.
  • Introduce new visual elements to maintain audience engagement.
  • Explore partnerships with industry influencers for sponsored content.

2. Earned Media (May)

  • Host a virtual event or webinar and invite key media representatives.
  • Share success stories and case studies with the media.
  • Leverage media coverage from the event to enhance brand reputation.

3. Shared Media (June)

  • Launch a social media contest or giveaway to increase brand visibility.
  • Collaborate with influencers for social media takeovers or collaborations.
  • Share behind-the-scenes content to humanize the brand.

4. Owned Media (Throughout Q2)

  • Continue updating the company blog with relevant content.
  • Introduce a podcast series or video series featuring industry experts.
  • Evaluate the performance of the quarterly newsletter and make improvements.

Q3: July - September

1. Paid Media (July)

  • Launch targeted paid campaigns to coincide with industry events or trends.
  • Implement retargeting strategies to reach audiences who have engaged before.
  • Explore new advertising platforms or channels based on Q2 insights.

2. Earned Media (August)

  • Conduct media briefings to share insights about industry trends and company updates.
  • Publish research reports or whitepapers to position the company as a thought leader.
  • Leverage media relationships to secure interviews and features.

3. Shared Media (September)

  • Evaluate the effectiveness of Q2 social media strategies and make adjustments.
  • Host a Twitter chat or LinkedIn Live session to engage with the audience.
  • Encourage employees to share company updates on their personal social media profiles.

4. Owned Media (Throughout Q3)

  • Launch a series of webinars or online workshops on industry-related topics.
  • Optimize the company website for SEO to increase organic visibility.
  • Analyze the performance of the podcast or video series and refine content based on feedback.

Q4: October - December

1. Paid Media (October)

  • Capitalize on seasonal trends with themed paid campaigns.
  • Incorporate user testimonials or success stories into paid advertising.
  • Explore native advertising opportunities for a more seamless user experience.

2. Earned Media (November)

  • Plan and execute a media roundtable or panel discussion with industry experts.
  • Leverage the company's achievements throughout the year for media outreach.
  • Monitor industry events for opportunities to contribute to panel discussions or speaking engagements.

3. Shared Media (December)

  • Launch a year-end social media campaign to recap key achievements.
  • Create engaging content that encourages audience interaction and sharing.
  • Implement a social media listening strategy to gather feedback and insights.

4. Owned Media (Throughout Q4)

  • Develop and publish a comprehensive year-in-review report on the company blog.
  • Optimize email marketing campaigns for the holiday season.
  • Evaluate the overall performance of the PR plan and prepare insights for the next year.

By crafting a quarterly PR plan using the PESO model, you can ensure a holistic and adaptable approach to your communication strategy throughout 2024. Regularly assess the performance of each media type, adjust tactics based on insights, and remain agile to industry trends and changes in the media landscape.