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PESO Is PR's Future, These Pros Say
By: Doug Bedell
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Here’s some long, instructive material for pondering over the weekend. Rebekah Liff, chief strategy officer for AirPR, applies Gini Dietrich’s PESO model (paid, earned, shared, owned) to today’s PR challenges. It’s a PR-adapted take on digital marketing. 

“If you aren’t using the PESO model for your communications work,” Gini is quoted, “and measuring the meaningful metrics that help an organization grow, you will not have a job in 10 years.”

“She’s being nice. I’d say five,” Rebekah counters. 



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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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