The PESO Model: What is Most Important in PR?
The PESO model includes paid media, earned media, shared media and owned media. Shared media refers to social media and includes internal and external communication (Dietrich, 2021). It is able to connect many groups and reach wide audiences, which is why it is the most important to PR professionals.
Within social media, influencers have the ability to largely affect their audiences’ ideas and opinions. Knowing this, PR professionals can utilize social media to gain attention while connecting to the audience on a more personal level (Kernez, 2025).
Within social media, influencers have the ability to largely affect their audiences’ ideas and opinions. Knowing this, PR professionals can utilize social media to gain attention while connecting to the audience on a more personal level (Kernez, 2025).
Who is Alix Earle and What is Poppi?
Alix Earle is an influencer who is known for her makeup, fashion, friends and lifestyle videos. Her audience is mainly high school and college aged girls. She has millions of followers across her platforms.
The probiotic soda brand Poppi has become very popular for its health benefits and low calories.
Poppi’s vibrant aesthetic is shown on its website and social media pages. On TikTok and Instagram Poppi promotes its products through photoshoots, memes and videos. The accounts both have hundreds of thousands of followers and get many likes and shares.
Poppi (@drinkpoppi). (2025, August 6). Alix Earle x Poppi Campaign slide one. Instagram https://www.instagram.com/p/DNBXqeNxFwE/?hl=en&img_index=1
The campaign released in August 2025 and included:
- Poppi x Alix Earle summer internship
- An Alix Earle specialty can for the Raspberry Rose flavored soda
- A vintage France themed photoshoot
- University of Texas sorority tour
Poppi (@drinkpoppi). (2025, August 5). Alix Earle x Poppi Campaign slide three. Instagram https://www.instagram.com/p/DM-kUdKxlZp/?hl=en&img_index=3
Why It Worked
Influencers are trusted by their followers and can impact the choices they make. If followers feel like they have a connection with an influencer, they are likely to purchase a product they promote (Kutz et al., 2024).
The sorority tour reflected Alix’s audience and showed her connection to her followers while promoting her specialty can. Her internship program gave her followers an opportunity to apply for a position that relates to an influencer who they admire. Alix’s audience are social media users and were able to see the products and opportunities on their feed.
Poppi has a large audience, but Alix Earles millions of followers feel connected to her. Each part of this campaign was connected and the use of shared media achieved the attention that the campaign needed and deserved.
Overall, shared media is the most important tool for PR professionals because it can push multiple products, events and ideas at the same time. Social media is an amazing tool and influencers are able to share brands and organizations with their large audiences, who may also be a brands demographic.
References:
Cox, J.M.B.P.C.M.F.M.G.C.A.A. E. (2024). Public Relations. Cognella, Inc.. https://ou-bookshelf.vitalsource.com/books/844161A
Dietrich, G. (2021, January 5). A PESO model primer for 2021. FIR Podcast Network. https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/
Kernez, R. (2025, April 22). What is the peso model® in marketing?. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2022/11/09/what-is-the-peso-model-in-marketing/
Kutz, Kennedi O.; Espinal, Kiara; Flynn, Erin; and Cheney, Julia (2024) “Social Media Influencers’ Impact on Consumer Purchasing Decisions,” Proceedings of the New York State Communication Association: Vol. 2023, Article 4. https://docs.rwu.edu/cgi/viewcontent.cgi?article=1157&context=nyscaproceedings
Leave a Reply