ABSTRACT
Chapter 10 introduces students to the vast world of media, its impact on strategic communication and the countless opportunities it provides communicative entities to reach their stakeholders. The media are classified into four categories, paid, earned, shared and owned (PESO). The PESO model provides a framework understanding how to best employ different channels for a successful campaign. The chapter also explores strengths and weaknesses of each category of media, how to purchase and garner media exposure and how to measure the results. It discusses the importance of integrating media from all four categories of media to gain exposure and engagement that leads to behavior change and brand loyalty. Different types of traditional media classifications including print, broadcast and out-of-home are also explored.
