I watched a founder burn $50,000 on Instagram ads while ignoring the tech journalist who'd been trying to interview her for three weeks. Another spent months perfecting their company blog while their competitor got acquired after a single TechCrunch feature.
The problem? They didn't understand that all media isn't created equal. Each type of media — paid ads, press coverage, social shares, and owned content — serves different purposes and drives different results.
The PESO model provides a simple framework for understanding these differences and building a media strategy that actually works. Here's how smart startups think about each media type and where HeyJared fits into the picture.
The PESO Framework: Four Media Types That Matter
PESO stands for Paid, Earned, Shared, and Owned media. Originally developed for enterprise communications, it's become the standard framework for categorizing how content reaches audiences.
Each type has different strengths, costs, and outcomes. Understanding these differences is crucial for allocating your limited time and budget effectively. Let's start with the foundation — owned media.
1. Owned Media: You Control the Channel
What it is: Media channels you completely control. This includes your website, blog, email newsletter, podcast, mobile app, and any other platforms where you own the audience relationship.
Examples:
- •Company website and blog
- •Email newsletters and marketing automation
- •Company podcast or video series
- •Mobile app and in-app messaging
- •Customer portals and knowledge bases
- •Webinars and virtual events
Owned Media Advantages:
- •Complete control: You decide the message, format, and timing
- •Reusable content: Create once, use forever
- •Compounding value: Content builds up over time
- •Direct relationships: You own the customer data and communication
Owned Media Drawbacks:
- •Slow audience building: Takes time to build reach from zero
- •Lower initial reach: Starting with empty email lists and blogs
- •Requires consistency: Success demands regular content creation
- •Technical overhead: Maintaining websites, email systems, and analytics
2. Shared Media: Content Distributed Through Social Platforms
What it is: Content shared through social media platforms, often blurring the lines between earned and paid media. This includes organic social posts, community engagement, and content that spreads through social networks.
Examples:
- •Organic posts on LinkedIn, Twitter, and Instagram
- •Community discussions on Reddit, Discord, Slack groups
- •Retweets, shares, and reposts of your content
- •User-generated content and customer stories
- •Industry partnership announcements
- •Conference presentations and event coverage
Shared Media Advantages:
- •Network effects: Content spreads through personal connections
- •Community building: Direct engagement with your audience
- •Real-time feedback: Immediate response to market needs
- •Authentic conversations: Two-way dialogue with potential customers
Shared Media Drawbacks:
- •Algorithm dependence: Platform changes can kill your reach overnight
- •Limited shelf life: Content quickly disappears in feeds
- •Platform risk: You don't own the audience or data
- •Noise and competition: Hard to stand out in crowded feeds
3. Paid Media: You Buy Placement
What it is: Any media placement you pay for directly. This includes social media ads, Google Ads, sponsored posts, influencer payments, display advertising, and traditional advertising like print or TV.
Examples:
- •Facebook and Instagram ads
- •Google Ads and search marketing
- •LinkedIn sponsored content
- •Sponsored newsletters or podcast ads
- •Influencer partnerships and collaborations
- •Display advertising and retargeting
Paid Media Advantages:
- •Complete control: You control the message, timing, and targeting
- •Immediate reach: Launch campaigns and see results within hours
- •Scalable: Increase budget to reach more people instantly
- •Precise targeting: Reach exact demographics, interests, and behaviors
Paid Media Drawbacks:
- •Ongoing costs: Results stop when you stop paying
- •Lower trust: Audiences know it's advertising
- •Ad fatigue: Performance degrades over time
- •Platform dependence: Algorithm changes can destroy performance
4. Earned Media: Others Cover or Share You Organically
What it is: Coverage or mentions you don't pay for directly. This includes press coverage, reviews, organic mentions, user-generated content, and viral content that spreads naturally.
Examples:
- •TechCrunch features and startup news coverage
- •Customer reviews on G2, Capterra, or App Store
- •Organic social media mentions and tags
- •Word-of-mouth recommendations
- •Industry analyst reports and mentions
- •Podcast guest appearances
Earned Media Advantages:
- •High credibility: Third-party validation builds trust
- •No direct cost: "Free" media coverage (though time investment is significant)
- •Viral potential: Great stories can spread far beyond initial coverage
- •SEO benefits: Quality backlinks and domain authority
Earned Media Drawbacks:
- •No control: Journalists write what they want
- •Unpredictable: Hard to forecast when or if coverage will happen
- •Requires relationships: Takes time to build journalist connections
- •Can be negative: Not all earned media is positive
This is where HeyJared becomes essential. Our platform helps you identify the right journalists and outlets for your industry, track down contact information, and understand what stories they're looking for — turning earned media from a guessing game into a strategic process.
How the Four Media Types Connect and Amplify Each Other
The real power of the PESO model isn't in choosing one media type — it's in understanding how they work together to create a multiplier effect.
The Virtuous Cycle:
- 1.Owned media creates content foundation: Your blog post, newsletter, or research report provides the story
- 2.Shared media builds initial audience: Social posts and community engagement create awareness
- 3.Earned media amplifies reach: Journalists pick up your story, giving it credibility and broader reach
- 4.Paid media fills gaps: Targeted ads reach specific audiences that organic efforts missed
- 5.All channels drive back to owned media: Building your email list, website traffic, and direct relationships
Smart founders orchestrate this cycle strategically, using each media type to strengthen the others.
Where HeyJared Fits in the PESO Model
HeyJared primarily focuses on earned media — helping you get coverage in publications, newsletters, and podcasts without paying for placement. But our impact extends across the entire PESO framework:
Earned Media (Our Primary Focus):
- •Find journalists covering your industry and competitors
- •Discover contact information for reporters and editors
- •Identify which outlets are most likely to cover your story
- •Track competitor coverage to understand media landscape
Shared Media Support:
- •Identify industry influencers and thought leaders for partnership opportunities
- •Find newsletter writers and podcast hosts for collaboration
- •Research community leaders in relevant online communities
Amplifying Your Owned and Paid Media:
- •Use earned media coverage to drive traffic to your owned channels
- •Leverage press mentions in paid advertising for social proof
- •Repurpose earned media into owned content (case studies, testimonials)
Building Your Balanced PESO Strategy
The most successful startups don't just focus on one media type — they build a balanced portfolio that leverages the strengths of each while mitigating the weaknesses.
Resource Allocation by Startup Stage:
Pre-seed/MVP stage:
- •60% Owned media (build foundation)
- •25% Shared media (community building)
- •10% Earned media (early coverage)
- •5% Paid media (targeted tests)
Series A/Growth stage:
- •40% Owned media (content marketing)
- •30% Earned media (PR push)
- •20% Paid media (scaling acquisition)
- •10% Shared media (community management)
Series B+ /Scale stage:
- •35% Paid media (performance marketing)
- •30% Owned media (thought leadership)
- •25% Earned media (industry positioning)
- •10% Shared media (brand building)
Common PESO Model Mistakes to Avoid
Putting All Eggs in One Basket:
Many startups become overly dependent on a single channel — whether it's Facebook ads, TechCrunch coverage, or viral Twitter threads. Platform changes, algorithm updates, or media landscape shifts can destroy years of work overnight.
Ignoring Channel Synergies:
Each media type is more powerful when it works with others. A TechCrunch feature (earned) drives traffic to your newsletter signup (owned), which you can then retarget with ads (paid) and amplify through social (shared).
Mismatching Media Type to Goals:
Using paid ads for brand awareness when you need credibility, or expecting owned media to drive immediate conversions when you need reach. Each media type excels at different objectives.
Your PESO Strategy Starts with Understanding the Landscape
The PESO model provides the framework, but success comes from understanding your specific media landscape. Which journalists cover your industry? What newsletters reach your target customers? Which social communities do your prospects hang out in?
Start by mapping your media ecosystem, then build relationships across all four media types strategically.
The most successful startups treat PESO as a portfolio — diversified, strategic, and designed to compound over time. Because in the end, sustainable growth comes not from any single media win, but from building an integrated system that consistently drives awareness, credibility, and conversions.
Ready to Map Your Media Landscape?
Start with earned media research. Discover which journalists, newsletters, and podcasts are covering your industry and competitors.
Explore Your Media OptionsRelated Articles
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