PESO Integrated Communications Strategy

Joins paid, earned, shared and owned media (Dietrich, 2020) into one plan that uses Shared and Paid to build audiences the brand owns, then uses Earned credibility to amplify both. Most East African SMEs are over-invested in Shared and under-invested in Owned.

Use When

• Our paid, earned, shared and owned activity is run by different people and never reinforces itself.
• Press coverage fades after a day because nobody amplifies it with ads, posts or the newsletter.
• We depend on Facebook reach and want audiences we own: website, blog, email list, WhatsApp opt-in list and SMS list.
• An owned-media audit must decide which asset to build first and how social traffic joins the list with consent.
• Leadership wants one integrated communications plan showing which pillar leads each objective.

Do Not Use When

• strategy-channel-architecture for platform roles, the conversion hub and hub-and-spoke audience flows.
• playbook-pr-publicity for story angles, press materials and journalist pitching.
• 07-email-marketing-strategy for the detailed email programme and lifecycle sequences.
• Stop before adding contacts to email, SMS or WhatsApp lists without recorded opt-in consent; deliver the consent plan first.