The PESO Model for Communicators

What you need to know about paid, earned, shared and owned media

Thursday, August 12, 2021 | 2–3:30 p.m. ET

Hear how to improve your content strategy, results and ROI with the PESO framework if you’re in…

Media Relations • Corporate Communications • Content Marketing  • Public Relations Internal Communications • Social Media

Last year saw internal and external communications roles blend, content silos crumble and integration become the new norm. Competition for eyeballs also increased as digital consumption skyrocketed. If you want to create scroll-stopping content that drives results across all user journeys—then you need a practical, truly integrated content plan.

Enter the PESO model—a framework that integrates Paid, Earned, Shared and Owned media into a powerful content marketing flywheel so you can attract and convert audiences across these four areas to boost awareness, traffic, engagement, loyalty—and even leads.

Join Ragan on Thursday, August 12 for this can’t-miss webinar that will help you leverage paid, earned, shared and owned media in measurable, impactful ways.

PESO creator Gini Dietrich (Arment Dietrich), Nicole Moreo (Ketchum, AMEC) and Sukhi Sahni (Wells Fargo) will show you how to supercharge your content strategy, storytelling and sales with PESO. The top 7 things you’ll discover by attending:

  • What the PESO model is: A practical template to tailor to your needs
  • How to use paid media like ads and sponsored content to drive demand
  • How to score more earned media coverage and measure PR’s true value
  • How to create shared social media that drives conversations and ROI
  • How to produce owned media content like videos, blogs and e‑books that allow you tell different types of stories and reach wider audiences
  • The big bounce: How to skyrocket your SEO with PESO
  • How to track, monitor and measure ROI for your PESO efforts

You’ll also receive the following helpful materials:

  • The PESO Model Kit: The Executive’s Visual Guide
  • Accelerated Lead Generation with Content
  • How to Transform Dull Stories into Compelling Content
  • The Art of Storytelling: Using the Principles of Brand Journalism to Engage Customers and Employees
Don't miss this unique opportunity!


2–3:15 p.m. Eastern time

The PESO Model Guide: Harness PESO to Improve Your Content and ROI

Many digital marketers are already using the PESO model. But it’s not as fully understood by communicators. Join this this deep-dive panel to demystify and successfully integrate the framework into your communications. You’ll discover:

PESO Principles and Plans

  • Anatomy of the PESO framework and how it compares to others
  • New content consumption trends driving PESO
  • Principles for creating a plan that feeds the content beast and buyer’s journey:
    • Paid: Generating demand with paid amplification, sponsorship and advertising
    • Earned: Pitching and placing media for credibility and links back to your site
    • Shared: Engaging audiences and building communities on top of social media
    • Owned: Creating videos and posts that boost awareness, loyalty and conversions
  • Tying it all together: How to integrate PESO into your communication plan

PESO Measurement and KPIs

  • How to create a PESO model framework that garners measurable results
  • Essential KPIs to track and report on every part of the PESO model as visitors move from leads to customers through the sales funnel
  • Why communicators need access to CRM data and Google Analytics
  • A sample dashboard to improve your PESO ROI—and prove it to execs

PESO in Action

  • Case study: What real-world PESO implementation looks like
  • Ideas and insights to help you publish a steady stream of PESO content
  • How to plan, produce, partner with PESO: Three steps to turn your channels into destinations
  • How to “tell a story” rather than “sell a story” with PESO

3:15-3:30 p.m. Eastern time

Q&A and Interactive Discussion

Get all your questions answered and discover practical ways to tailor the PESO insights you learned to your own program.

Gini Dietrich is the creator of the PESO model and CEO of Arment Dietrich.

Nicole Moreo is the Senior Vice President of Analytics at Ketchum and Chair of AMEC North America.

Sukhi Sahni is the senior vice president and head of brand communications at Wells Fargo.


Top reasons to attend this webinar:

  • You’ll listen to and interact with the nation’s top PESO experts and content execs.
  • You’ll receive all presentations and handouts.
  • You’ll get access to an on-demand recording of the event for 12 months.
  • You’re guaranteed extensive, how-to instruction that you can use immediately.
  • You can attend this immersive session remotely from any location.


Gini Dietrich

Creator of the PESO Model
Founder and CEO
Arment Dietrich

Gini Dietrich is the creator of the PESO model and the CEO and founder of Arment Dietrich, a Chicago-based integrated marketing communications firm. She’s also author and co-host of “Spin Sucks,” co-author of “Marketing in the Round” and co-host of Inside PR and of the Agency Leadership podcasts. Prior to her current roles, she worked on the agency side with organizations like Fleishman-Hillard. @ginidietrich

Nicole Moreo

Senior Vice President, AnalyticsKetchum

Nicole Moreo is the Senior Vice President, Analytics at Ketchum. She has a proven track record of looking beyond metrics and developing analytics programs that have a direct impact on strategy and business outcomes for her clients. Prior to joining Ketchum, Moreo built the Analytics practice at Peppercomm, a digital communications agency based in New York, with offices in San Francisco and London. She oversaw a team of data scientists, analysts and researchers that worked to connect strategy, tactics, audience and results for clients across a variety of industries. Moreo is an AMEC Board member and Chair of AMEC North America. She was named as one of the top 25 innovators in America by the Holmes Reports in 2016 and regularly contributes to the measurement and analytics conversations through articles, speaking opportunities and classroom sessions.

Sukhi Sahni

Senior Vice President, Head of Brand CommunicationsWells Fargo

Sukhi Sahni is the senior vice president and head of brand communications at Wells Fargo. Prior to this new role, she was head of Corporate Communications for the U.S. Card and Retail Divisions at Capital One. Before that, she was director of external communications and consumer PR for the company. A storyteller at heart, she’s passionate about building integrated communications strategies that move audiences to action and help brands to connect one to one with their customers. A trained broadcast journalist with international experience in television production and reporting, she’s also an accomplished marketing and communications strategist with over 18 years of corporate, government and nonprofit experience. @ssahni


Brian Pittman

Manager of Strategic Programming Ragan Training and PR Daily

Brian Pittman is a manager of strategic programming at Ragan Communications and the dean of Ragan Training. He’s also a regular contributor to PR Daily, where he interviews industry leaders to help readers improve their careers as communicators. A seasoned journalist and publisher, he’s the former editorial director for Bulldog Reporter, CommPRO.biz and Utah Business Magazine, among others. He’s also a digital marketer and content strategist with LA-area agencies, as well as an executive producer on multiple films and documentaries.


You should attend if you spend at least a quarter of your time in any of these areas:

Content marketing • Crisis communications • Executive communications • Internal communications • Public relations • Social media • Storytelling • Writing and editing


Registration $349
Ragan Insider Registration $299
Nonprofit Registration $275
For questions, please contact customer service at

CService@Ragan.com or by calling 800-878-5331.

Please visit our FAQ


Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.