The Evolution of the PESO Model

The PESO model has been invaluable to marketers and communicators. By integrating Paid, Earned, Shared, and Owned (PESO) media into a unified strategy, the model helped communicators transcend silos and create campaigns that were greater than the sum of their parts. 

At Resonance, we’ve always understood the importance of the PESO model in the B2B space. But the model is now evolving into a dynamic, intelligent ecosystem where AI, data analytics, and digital behaviours redefine how media is interacted with. This shift positions the PESO model not as a static framework but as a living system, powered by real-time insights and interconnectivity.

Owned Media: Expertise Over Discoverability

With other AI-driven search engines redefining information discovery, owned media is transitioning from a traffic generator to a hub of depth and expertise. Content must now do more than rank well; it must provide unmatched value, conveying experience, authority and trust.

This shift elevates the role of owned media to that of a primary knowledge source, one that guides audiences through their learning journeys rather than simply attracting clicks. Brands that invest in high-quality, expert-led material, will be those that new search channels deem worthy of recommendation. Owned media is no longer a passive repository of information; it’s a strategic asset, enabling organisations to build long-term credibility, foster audience loyalty, and shape the narrative around their industry expertise.

Shared Media: Blending Human and AI

Shared media has always evolved quickly, but the acceleration of AI-generated content and virtual influencers demands a rethinking of strategy. The next phase will blend AI capabilities with human authenticity. Audiences will crave content that feels real, not synthetic.

Smarter algorithms will prioritise meaningful engagement over sensationalism, moving away from outrage-bait content to curated value-based conversations. Success in shared media will hinge on transparency, ethical AI use, and genuine community building. Brands must shift from trying to “game” platforms to creating sustainable, participatory digital ecosystems.

Earned Media: Influence Beyond Journalists

As media landscapes fragment, the definition of “earned” expands. It now includes influencer collaborations, partnerships, community initiatives, and even LLM citation. Traditional PR is no longer the sole player; podcast mentions, Substack shout-outs, Reddit AMAs, and user-generated content are all influential.

Credibility is earned wherever your audience seeks information. The key lies in strategic outreach, building real relationships, and generating content so valuable that it becomes indispensable.

Paid Media: Amplification, Not Interruption

Paid media in the PESO ecosystem is evolving into an intelligent amplification engine. Rather than launching disjointed ad campaigns, future strategies will use AI to identify top-performing owned and shared content and extend its reach.

Imagine a system where a successful blog post or LinkedIn article is automatically amplified to like-minded audiences on multiple platforms in real time. Paid media becomes the engine that ensures your best content finds the right people at the right moment. 

The New PESO Model: Intelligent, Interconnected, Insight-Driven

The future PESO Model breaks down the barriers between media types:

• Owned content informs earned pitches to journalists.
• Those stories are shared organically by followers, driving engagement.
• AI identifies that momentum and launches paid campaigns to extend reach.

This interconnected approach creates a feedback loop that maximises value across channels. 

The PESO Model stands as a powerful framework for the AI-powered communications era. Its enduring value lies in its flexibility and capacity for integration. By blending human insight with intelligent systems, communicators can craft more effective, ethical, and audience-centric campaigns.

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