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The Evolution of PR and Communications with AI: A Look at PESO Model and ChatGPT

Is AI transforming PR and communications?

As technology continues to advance, the role of artificial intelligence (AI) in communications and public relations (PR) has become increasingly important. AI has the potential to revolutionize the industry by improving efficiency, productivity, and audience targeting. In this article, we’ll explore how AI is transforming PR and communications and how it compares to the traditional PESO model, which outlines four types of media: paid, earned, shared, and owned. We’ll also examine how AI tools such as ChatGPT can be used within the PESO framework and explore whether they can work together to improve PR and communications.

How AI is transforming PR and communications

Our ability to Generate Paid, Earned, Shared & Owned Media (PESO) with GPT

As businesses and organizations continue to navigate the ever-evolving world of public relations and marketing, it’s important to understand the various strategies and tools available. One such tool is the PESO model, developed by PR expert Jenny Dietrich. This model emphasizes the importance of utilizing different types of media – paid, earned, shared, and owned – to build a comprehensive media strategy.

Here’s a more balanced table comparing the use of ChatGPT and the PESO model in PR:

AspectPESO ModelPESO Model with ChatGPT
Paid MediaCan guarantee exposure and measure ROIChatGPT can help create effective ads
Earned MediaRelies on third-party validationChatGPT can monitor and analyze coverage
Shared MediaBuilds relationships and engages audienceChatGPT can suggest content and tone
Owned MediaProvides control over messaging and contentChatGPT can help generate ideas
Efficiency and SpeedTraditional PR can be slow and laboriousChatGPT can help automate processes
Audience InsightsPR professionals can use data to understand audience behavior and preferencesChatGPT can provide more sophisticated insights
Human TouchPR professionals can provide personal touch and build human connections with stakeholdersChatGPT can supplement human effort, but cannot replace human touch and empathy
Ethics and BiasPR professionals can ensure ethical standards and avoid bias in messagingChatGPT can perpetuate biases and ethical concerns if not used responsibly
CostTraditional PR can be expensiveChatGPT can be cost-effective, but requires investment in technology and expertise
PR and GPT

Note that this table is not exhaustive and may vary depending on the specific context and implementation of the PESO model and ChatGPT in PR.

It is important to note that human editing is crucial, as exemplified by the following table comparing the use of ChatGPT and the PESO model in PR. While AI tools like ChatGPT can be beneficial, they should not replace human expertise and judgment in the field of public relations.

AspectTraditional PR without ChatGPTPR with ChatGPT and PESO model
Media typesFocused on owned and earnedIncorporates paid, earned, shared, and owned media
EfficiencyRelies on manual effort and time-consuming tasksCan improve efficiency and productivity by automating certain tasks
Audience insightsLimited understanding of audience behavior and preferencesCan provide valuable insights into audience behavior and preferences through AI analysis
Messaging controlRelies on interpersonal communications and limited control over messagingAllows for greater control over messaging and communication through ChatGPT
Coverage placementLimited ability to influence coverage placementCan use AI tools to monitor and place stories to improve odds of favorable coverage
Relationship buildingRelies heavily on traditional relationship-building methodsCan use shared media and AI tools to build relationships with influencers and target audience
A table comparing the use of ChatGPT and the PESO model in PR:

Overall, incorporating ChatGPT and the PESO model in PR can offer many benefits, including greater efficiency, improved audience insights, better messaging control, and more effective relationship building. However, it also presents some challenges, such as the need to adapt to new technologies and the potential for over-reliance on AI tools.

With the rise of AI and natural language processing, there’s now another tool available to businesses looking to improve their PR and marketing efforts – ChatGPT. ChatGPT is a large language model developed by OpenAI that can assist with tasks such as generating content, answering questions, and even providing personalized recommendations.

In this article, we’ll explore how businesses can use ChatGPT to enhance their PESO strategy. We’ll delve into the various ways that ChatGPT can be used for each type of media – paid, earned, shared, and owned – and provide real-world examples of how businesses have successfully integrated ChatGPT into their media strategy. Whether you’re just starting out with PESO or looking for ways to take your media strategy to the next level, this article will provide valuable insights into how ChatGPT can help.

What is Peso?

PESO is an acronym for Paid, Earned, Shared, and Owned media. It is a framework for developing and executing a comprehensive communications strategy that encompasses all forms of media.

Here’s a breakdown of what each type of media entails:

  • Paid media refers to any media that requires payment to access, such as display ads, sponsored content, or social media ads.
  • Earned media refers to media coverage or social media mentions that are gained through public relations efforts and word of mouth.
  • Shared media refers to any media that is shared or created by customers or other stakeholders, such as user-generated content or social media posts.
  • Owned media refers to any media that is owned and controlled by the organization, such as company websites, blogs, or email newsletters.
PESO model

Here’s an example of a table showcasing some of the ways AI is revolutionizing PR and communications using the PESO model as a framework:

PESO ModelAI ApplicationExamples
Paid MediaProgrammatic AdvertisingUsing AI algorithms to automatically purchase and optimize ad placements for maximum ROI
ChatbotsUsing chatbots to automate customer interactions and improve customer service
Earned MediaMedia MonitoringUsing AI-powered tools to monitor media coverage and track sentiment around a brand or topic
Influencer IdentificationUsing AI algorithms to identify and connect with influencers who are most likely to engage with a brand’s message
Shared MediaSocial ListeningUsing AI to monitor social media conversations and identify trends and insights relevant to a brand or industry
Content CreationUsing AI to generate personalized content that resonates with specific audiences
Owned MediaWebsite PersonalizationUsing AI to personalize website content and user experiences based on user behavior and preferences
ChatbotsUsing chatbots to automate customer interactions and improve customer service
AI is revolutionizing PR and communications

Of course, this is just a small sample of the ways AI is transforming PR and communications. There are many other AI applications that PR professionals can use to improve efficiency, productivity, and audience engagement.

I want a video!

In this video, the speaker (NewbiesPR) introduces the PESO model, which is a media strategy developed by Jenny Dietrich, the author of Spin Sucks. The PESO model stands for paid, earned, shared, and owned media. The speaker explains that paid media involves paying for coverage or hosting advertisements online, while earned media involves the publicity and trust that a brand earns from its combined media efforts. Shared media refers to what a brand posts on social media regarding itself, while owned media includes the media that a brand has made and fully owns, such as its website and blog.

The speaker also outlines the pros and cons of each type of media, such as paid media being easy to measure the return on investment, but expensive to maintain, and earned media being vouched for by a third party and more cost-effective, but harder to measure the return on investment and control the messaging. The speaker emphasizes the importance of using all types of media to promote and build credibility as a brand.

Finally, the speaker discusses how a brand can use the PESO model, such as by sharing own content on social media, creating a media list of influencers in the niche for earned media, and posting valuable content on owned media to build a relationship with the audience. The speaker encourages viewers to visit the Spin Sucks blog (which you should do) for more information on the PESO model and mentions a future video on content marketing.

How to Use the PESO Framework with GPT

To use the PESO framework, you start by developing a comprehensive communications plan that integrates each type of media. You create content that is tailored to each media type, and then use shared media to distribute it, paid media to amplify it, and earned media to reinforce it.

For example, you might create a blog post (owned media) and then promote it on social media (shared media). You could also use paid media to boost the visibility of the blog post by running a Facebook or Instagram ad. Finally, you could pitch the blog post to journalists or influencers (earned media) to help spread the word about your organization.

The PESO framework helps ensure that all of your communication efforts are aligned and working together towards a common goal, and can be a powerful tool for building brand awareness, generating leads, and driving sales.

The PESO Model by Spin Sucks: https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

PESO CategoryDefinitionExamples
Paid MediaRefers to any marketing activity that involves paying for advertisingSocial media advertising, sponsored content, pay-per-click advertising, email marketing
Earned MediaWhat you receive as a result of your brand’s actions, such as publicity or media relationsMedia coverage, trade publication articles, news interviews, podcast appearances
Shared MediaAlso known as social media, it includes social networking, community, partnerships, distribution, and promotionSocial media posts, tweets, videos, images, live streams, webinars
Owned MediaContent that you own and control, such as your website or blogWebsite copy, blog articles, whitepapers, e-books, case studies, infographics
PESO

Each of these PESO categories serves a unique purpose and can be used to reach different audiences or achieve different marketing goals. By using a combination of paid, earned, shared, and owned media, brands can create a comprehensive marketing strategy that maximizes their reach and impact.

  1. Develop a content strategy: Determine what topics and themes you want to cover in your content. Use ChatGPT to generate ideas and create content that will resonate with your target audience.
  2. Plan your editorial calendar: Create a schedule for publishing your content, and use ChatGPT to generate headlines and social media posts that will promote your content.
  3. Use owned media: Publish your content on your website or blog, and use ChatGPT to optimize your content for search engines.
  4. Use shared media: Share your content on social media platforms, such as Twitter, Facebook, Instagram, LinkedIn, Reddit, Pinterest, and TikTok. Use ChatGPT to generate social media posts that will engage your audience and encourage them to share your content.
  5. Use paid media: Use advertising to amplify your content and reach a larger audience. Use ChatGPT to create ad copy that will be effective in driving traffic to your content.
  6. Use earned media: Build relationships with influencers, journalists, and bloggers who can help you promote your content. Use ChatGPT to generate pitches and press releases that will be effective in getting media coverage.
  7. Measure your results: Track your metrics and analyze your results to determine what is working and what is not. Use ChatGPT to generate reports and insights that will help you optimize your campaign for better results.

Remember, the key to a successful PESO campaign is to create high-quality content that resonates with your target audience and to use ChatGPT to optimize your messaging for maximum impact

ChatGPT and PESO tips

To create a PESO campaign with ChatGPT, you can follow these steps:

  1. Develop a content strategy: Determine what topics and themes you want to cover in your content. Use ChatGPT to generate ideas and create content that will resonate with your target audience.
  2. Plan your editorial calendar: Create a schedule for publishing your content, and use ChatGPT to generate headlines and social media posts that will promote your content.
  3. Use owned media: Publish your content on your website or blog, and use ChatGPT to optimize your content for search engines.
  4. Use shared media: Share your content on social media platforms, such as Twitter, Facebook, Instagram, LinkedIn, Reddit, Pinterest, and TikTok. Use ChatGPT to generate social media posts that will engage your audience and encourage them to share your content.
  5. Use paid media: Use advertising to amplify your content and reach a larger audience. Use ChatGPT to create ad copy that will be effective in driving traffic to your content.
  6. Use earned media: Build relationships with influencers, journalists, and bloggers who can help you promote your content. Use ChatGPT to generate pitches and press releases that will be effective in getting media coverage.
  7. Measure your results: Track your metrics and analyze your results to determine what is working and what is not. Use ChatGPT to generate reports and insights that will help you optimize your campaign for better results.

Here’s a table on how to use GPT-3 with each of the PESO model elements:

PESO Model ElementHow to Use GPT
Paid MediaUse GPT-3 to generate ad copy for search engine advertisements, social media advertisements, sponsored content, and news publications. GPT-3 can also be used to write video scripts for influencers.
Earned MediaUse GPT-3 to generate press releases, media pitches, and articles for journalists to write about your company or product. GPT-3 can also be used to generate social media posts to encourage user-generated content, positive social media comments, and positive reviews of your product or service.
Shared MediaUse GPT-3 to generate social media posts and responses to engage with your audience and build relationships. GPT-3 can also be used to generate content for podcasts, webinars, and other forms of shared media.
Owned MediaUse GPT-3 to generate content for your website, blog, and other owned media platforms. GPT-3 can also be used to write e-books, whitepapers, and other long-form content to establish your brand as a thought leader in your industry.
GPT and PESO

It’s important to note that while GPT-3 can be a useful tool for generating content, it should not be relied on exclusively. It’s important to have a human touch and ensure that the content is high-quality, relevant, and adds value to your audience. Additionally, it’s important to use each element of the PESO model strategically and in a way that aligns with your overall marketing and PR goals.

Remember, the key to a successful PESO campaign is to create high-quality content that resonates with your target audience and to use ChatGPT to optimize your messaging for maximum impact.

Should Public Communication use AI

It’s true that not all PR / Communications professionals may be familiar with or interested in using AI technologies like GPT for their work. And that’s perfectly fine. While AI can offer many benefits for PR, such as automating routine tasks and providing data-driven insights, it’s not the only way to approach the practice.

At its core, PR is about building relationships and communicating effectively with various stakeholders, whether it’s the media, customers, or other key audiences. And there are many tried and true methods for doing so that don’t require advanced technology.

For example, traditional media relations tactics like pitching stories and building relationships with journalists can still be highly effective in generating earned media coverage. And social media platforms provide a powerful way to engage with and build communities of brand advocates.

Ultimately, PR professionals should focus on the methods and strategies that work best for their specific goals and audiences, whether that involves using AI technologies or not. The most important thing is to stay up to date on industry trends and continually seek out new ways to improve and innovate in the field.

In this article, we explored the PESO model of media strategy and its relevance to public relations and marketing today. The PESO model stands for Paid, Earned, Shared, and Owned media, and it helps brands and professionals to understand the different types of media channels and how they can work together to build credibility and reach audiences effectively. We also highlighted how the PESO model is implemented by Jenny Dietrich, the author of Spin Sucks, a blog that provides valuable insights on PR and communications.

30 ways AI is revolutionizing PR and communications

30 ways AI is revolutionizing PR and communications as it exceeds my capabilities as a language model. However, I can provide you with some examples of how AI is currently being used in PR and communications:

  1. Media monitoring and analysis
  2. Sentiment analysis
  3. Influencer identification and outreach
  4. Automated content creation
  5. Personalized communications
  6. Predictive analytics
  7. Reputation management
  8. Crisis management
  9. Chatbots for customer service
  10. Natural language processing for media relations
  11. Social media listening and engagement
  12. SEO optimization
  13. Email marketing optimization
  14. Event planning and management
  15. Brand monitoring and protection
  16. Competitor analysis
  17. Lead generation and nurturing
  18. Media planning and buying
  19. Speech recognition for transcription
  20. Data analysis and reporting
  21. Automatic translation
  22. Image and video recognition
  23. Ad targeting and optimization
  24. Customer insights and segmentation
  25. News and trend tracking
  26. Sales automation
  27. Virtual and augmented reality
  28. Audience targeting and segmentation
  29. AI-powered chatbots for crisis communication
  30. Recommendation engines for content curation

AI Transforming Communications

AI is transforming PR and communications in numerous ways. One of the most significant benefits of AI in PR is improved efficiency and productivity. By automating certain tasks, such as media monitoring and analysis, AI can save PR professionals a significant amount of time and resources. This, in turn, allows them to focus on higher-level tasks and strategies, such as developing creative campaigns and building relationships with journalists and influencers.

Another way AI is transforming PR is through its ability to provide valuable insights into audience behavior and preferences. By analyzing data from social media and other sources, AI can help PR professionals better understand their target audience, including what topics they are interested in, what content they engage with, and how they prefer to consume information. This allows PR professionals to tailor their messaging and campaigns to better resonate with their audience.

Despite these benefits, there are also challenges associated with the use of AI in PR. One challenge is ensuring that the data being analyzed is accurate and unbiased. AI algorithms are only as good as the data they are trained on, so it is essential to ensure that the data being used is diverse and representative of the target audience.

Another challenge is the potential for AI to replace human creativity and intuition in the PR process. While AI can provide valuable insights and automate certain tasks, it cannot replace the human touch that is often needed to build relationships and develop compelling campaigns.

AI in Public Relations

As AI technology continues to advance, it is becoming more prevalent in the field of public relations. PR agencies are adopting AI tools to monitor and analyze media coverage, identify trends and sentiment, and even generate news stories. Some of the ways in which AI is being used in PR include:

  1. Media monitoring: AI-powered tools are used to monitor and analyze media coverage of a brand or company in real-time, providing insights into how their brand is being perceived and how they can improve their messaging.
  2. Sentiment analysis: AI algorithms can analyze and classify the sentiment of media coverage and social media posts about a brand or company, helping PR professionals to gauge public opinion and identify potential issues.
  3. Predictive analytics: AI can be used to analyze large volumes of data to identify trends and patterns that can be used to inform PR strategies.
  4. Chatbots: AI-powered chatbots can be used to engage with customers and answer their questions, freeing up PR professionals to focus on more strategic tasks.
  5. News generation: AI is being used to create news stories and press releases based on data and trends, allowing brands to generate relevant content quickly and efficiently.

While AI has the potential to revolutionize the field of PR, it is important to remember that it is not a substitute for human expertise and judgment. PR professionals still need to be skilled communicators and strategists to be successful, and AI tools should be used as part of a larger strategy, rather than a replacement for traditional PR practices.

Spin Sucks and AI Can Work

If you’re interested in learning more about the PESO model, we encourage you to check out the Spin Sucks blog, which offers a wealth of information and resources on this and other related topics. By following the advice and strategies outlined in the PESO model, you can create a well-rounded media campaign that leverages the strengths of each media type, and delivers measurable results for your brand or organization.

In terms of working together, they can be complementary. ChatGPT can be used to generate content for various media channels, including those covered by the PESO model. Additionally, the insights generated by AI tools can inform and enhance PESO strategies. Ultimately, the best approach would depend on the specific needs and goals of the PR and communications campaign. ChatGPT can provide quick and accurate content generation, while the PESO model provides a comprehensive framework for PR and media strategy.

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