Creating Compelling Content for Paid and Earned 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 Paid and Earned Media.

Paid Media encompasses any communication that is purchased by an organization, including print and broadcast advertising, online ads and sponsored content. Earned Media refers to earned coverage from journalists, editors, bloggers and producers. 

In this class, students explore the principles of effective writing, with an emphasis on the creation of clear, effective, persuasive and ethical Paid and Earned content. Through in-class exercises and weekly writing assignments students sharpen writing skills and acquire the AI tools needed to develop professional-level Paid and Earned content. 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 with an emphasis on Paid and Earned media that serves as 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 and editing across Paid and Earned media.
• 2. Create content aligned with strategies that aim to solve real-life marketing and public relations challenges.
• 3. Examine multiple examples of successful Paid & Earned communications for social media, print and video, and evaluate them 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, with emphasis on Paid and Earned content.