, PLEASE USE THIS DOCUMENT AS A GUIDE ONLY
QUESTION 1
1. You are part of the public relations team for a growing automotive organisation looking to
expand its digital presence. Your task is to choose the most effective digital media channels to
promote the organisation's products or services. Based on this scenario, discuss how you would
apply the PESO model to make strategic decisions regarding owned, earned, shared and paid
media. Explain each component and then discuss how you would use each of these components
to expand the digital presence of their automotive organisation.
Introduction to the PESO Model in a Digital Context
As a member of the public relations team for a growing automotive organisation, expanding our
digital presence requires a strategic and integrated approach to communication. The PESO model,
which stands for Paid, Earned, Shared, and Owned media, provides a comprehensive framework for
managing our digital communications. According to the study guide, the PESO model is an
abbreviation for the detailed, all-channels approach to communication that an organisation can use to
create an effective online presence (COM2611, Study Guide, p. 73). While each channel operates
independently, they also function in conjunction with one another, and an integrated approach is
essential for conveying consistent messages and achieving our digital expansion goals (COM2611,
Study Guide, p. 73).
Owned Media
Owned media refers to content that the organisation owns, such as what is available on its website,
e-books, podcasts, or blog (COM2611, Study Guide, p. 73). It is often the foundation upon which
paid and earned media are built, as people frequently visit an organisation's owned media first before
being directed to its paid and earned media (COM2611, Study Guide, p. 73). For our automotive
organisation, owned media would be the central hub of our digital presence. I would ensure that our
website is not merely a static platform but a dynamic space featuring detailed vehicle catalogues,
interactive configurators, and a blog that shares expert advice on vehicle maintenance, road safety,
and industry trends.
This content would be created to resonate with both potential customers and journalists, as public
relations practitioners must create content that will resonate with these audiences (COM2611, Study
Guide, p. 74). By creating in-depth stories about our vehicles' performance, safety features, and
sustainability initiatives, we can establish ourselves as a reliable source of information. This owned
media would then be optimised for search engines using SEO techniques, ensuring that consumers
find our content organically when searching for automotive information (COM2611, Study Guide, p.
75). This controlled content allows us to shape the narrative around our brand, products, and
corporate values, which is essential for building a consistent corporate identity (COM2611, Study
Guide, p. 47).
Paid Media
Paid media includes paid advertisements, sponsored content, retargeting, and social media
promotions (COM2611, Study Guide, p. 73). Organisations must compete with millions of others
online; therefore, they use paid media to put their advertisements in front of the right people
(COM2611, Study Guide, p. 73). Paid media can be controlled because the organisation pays for the
placement of the advertising message and decides where it goes (COM2611, Study Guide, p. 73). To
expand our digital presence, I would utilise paid media strategically to target specific audiences. For
instance, we could use display advertising on automotive review websites and social media platforms
like Facebook and Instagram, where our target demographic is active.
QUESTION 1
1. You are part of the public relations team for a growing automotive organisation looking to
expand its digital presence. Your task is to choose the most effective digital media channels to
promote the organisation's products or services. Based on this scenario, discuss how you would
apply the PESO model to make strategic decisions regarding owned, earned, shared and paid
media. Explain each component and then discuss how you would use each of these components
to expand the digital presence of their automotive organisation.
Introduction to the PESO Model in a Digital Context
As a member of the public relations team for a growing automotive organisation, expanding our
digital presence requires a strategic and integrated approach to communication. The PESO model,
which stands for Paid, Earned, Shared, and Owned media, provides a comprehensive framework for
managing our digital communications. According to the study guide, the PESO model is an
abbreviation for the detailed, all-channels approach to communication that an organisation can use to
create an effective online presence (COM2611, Study Guide, p. 73). While each channel operates
independently, they also function in conjunction with one another, and an integrated approach is
essential for conveying consistent messages and achieving our digital expansion goals (COM2611,
Study Guide, p. 73).
Owned Media
Owned media refers to content that the organisation owns, such as what is available on its website,
e-books, podcasts, or blog (COM2611, Study Guide, p. 73). It is often the foundation upon which
paid and earned media are built, as people frequently visit an organisation's owned media first before
being directed to its paid and earned media (COM2611, Study Guide, p. 73). For our automotive
organisation, owned media would be the central hub of our digital presence. I would ensure that our
website is not merely a static platform but a dynamic space featuring detailed vehicle catalogues,
interactive configurators, and a blog that shares expert advice on vehicle maintenance, road safety,
and industry trends.
This content would be created to resonate with both potential customers and journalists, as public
relations practitioners must create content that will resonate with these audiences (COM2611, Study
Guide, p. 74). By creating in-depth stories about our vehicles' performance, safety features, and
sustainability initiatives, we can establish ourselves as a reliable source of information. This owned
media would then be optimised for search engines using SEO techniques, ensuring that consumers
find our content organically when searching for automotive information (COM2611, Study Guide, p.
75). This controlled content allows us to shape the narrative around our brand, products, and
corporate values, which is essential for building a consistent corporate identity (COM2611, Study
Guide, p. 47).
Paid Media
Paid media includes paid advertisements, sponsored content, retargeting, and social media
promotions (COM2611, Study Guide, p. 73). Organisations must compete with millions of others
online; therefore, they use paid media to put their advertisements in front of the right people
(COM2611, Study Guide, p. 73). Paid media can be controlled because the organisation pays for the
placement of the advertising message and decides where it goes (COM2611, Study Guide, p. 73). To
expand our digital presence, I would utilise paid media strategically to target specific audiences. For
instance, we could use display advertising on automotive review websites and social media platforms
like Facebook and Instagram, where our target demographic is active.
