‘PESO’ media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas

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Journal Article
Public Relations Review, 2016, 42 (3), pp. 377 - 385
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It is well established that the internet, and particularly the unprecedented growth of social media, are changing the mediascape and media practices in advertising and marketing, public relations, and journalism. Some of these changes are leading to convergence of genre and practices as well as the much-discussed convergence of technologies of media. This analysis focuses on the first two of these types of convergence, drawing on data from the first Asia-Pacific Communication Monitor, a survey of 1,200 PR and communication practitioners in 23 Asia-Pacific countries. The findings reveal major shifts from the traditional paid, earned, shared, owned (PESO) model of media use by organizations to an emerging ‘SOEP model’ (shared, owned, earned, paid). This affords new opportunities for practitioners, but also poses practical and ethical dilemmas.
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