At LMO, we practice the PESO Model (Paid, Earned, Shared, Owned media) as our guiding framework. It shapes a collaborative and fully integrated marketing approach by aligning four key media channels to work in synergy—each reinforcing and amplifying the strengths of the others.

This recent article titled “Unlocking the Real Power of the PESO Model©” By Gini Dietrich passionately underscores a core misunderstanding of the model: that it’s not about merely sampling tactics from each media type, but about strategic integration. The author warns against a fragmented, checkbox approach and emphasizes that real value—and transformative results—come when each media channel is deliberately connected and reinforces the others.

The central idea is that integration is not just a best practice; it is the strategy. Like bricks without mortar, siloed tactics lack cohesion and impact. True implementation of the PESO Model acts as a force multiplier, where the collective effect is exponentially greater than the sum of its parts.

In short: using the PESO Model effectively isn’t about doing more things—it’s about doing the right things together, strategically.