Creating Compelling Content for Shared and Owned Media

The PESO Model, created by Gini Dientrich, is an integrated marketing approach that consists of four major communication types: Paid, Earned, Shared and Owned Media. Good writing is the basis of all elements of PESO. This class explores Shared and Owned Media. 

Owned Media involves any media that is controlled by an organization, including websites, blogs, emails and newsletters. Shared Media deals with an organization’s messages and video postings on social networks like Facebook, Instagram, LinkedIn, etc.

In this class, students explore the principles of effective writing with an emphasis on the creation of clear, effective, persuasive and ethical content. Through in-class exercises and weekly writing assignments focused on Shared and Owned media, students sharpen writing skills and acquire the AI tools needed to propel a successful career as a public relations writer. Each student is an active member of the class’s supportive writing community, providing constructive comments on the work of other classmates.

The final goal is the creation of a professional writing portfolio, a tangible asset to use while seeking job opportunities.
Continuing Education Units (CEU) : 2.5

You'll walk away with

• By the end of this course, students will be able to:
• 1. Evaluate effective writing across Shared and Owned Media.
• 2. Creating content aligned with strategies that aim to solve real-life marketing and public relations challenges.
• 3. Examine multiple examples of successful communications for Shared and Owned media and evaluate according to best practices.
• 4. Master AI tools to support writing in an ethical and effective manner.
• 5. Present a portfolio that showcases professional-quality writing.