What does P.E.S.O have to do with Public Image? P.E.S.O is an acronym for four avenues for your club’s messages and stories. P is for PAID. Paying to place your message is advertising, and advertising isn’t free. E is for EARNED. When you earn placement of your message or story you have gained the attention of a media outlet, through a press release, an email, a call. You earned it. S is for SHARED. We share our messages and stories through social media. Whether it’s Twitter, Instagram, Snap Chat, Facebook, Pinterest, or any of the latest and greatest technologies springing up. O is for OWNED. The most common owned channel is your website. Some clubs also produce a bulletin or send a formatted email. Owning also implies it is an internal distribution channel. P. E. and S. are all external platforms to share messages and stories. O is the only internal channel. And yes, you may forward a bulletin, email or link which means this avenue offers another means to reach an external group. Why is this useful? When you are aware of these four avenues you and your club can be more strategic and more effective building and maintaining your public image. |