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#FC15 | Why Communicators Must Embrace the PESO Model

Blog post   •   Jul 09, 2015 16:55 BST

The growth of sponsored content and native advertising has integrated paid media firmly with earned, owned and shared media. Brands have little choice but to adapt to this changing environment, fast, and yet there still seems to be a reluctance to embrace paid as a serious tactic to help amplify PR content.

Our FutureComms15 panelists Sarah Pinch, Paul Sutton, Danny Whatmough, Matt Gilbert, Stella Bayles and Charles Arthur discuss the PESO model in more detail...