ABSTRACT
In this chapter, we begin discussing Step 8, “Communication Tactics,” by focusing on a fourfold strategic approach, the PESO model (paid media, earned media, shared media, and owned media). In Step 8, we look at owned media first because most organizations start with their own “free” media (owned media). Subsequent chapters will look at earned media (Step 9), shared media (Step 10), and paid media (Step 11). Owned media tactics include digital media, electronic media, interpersonal communication, publications, and direct mail. Step 8 also discusses ChatGPT, a form of artificial intelligence that can generate various kinds of public relations content, as well as deepfake video and audio.
