By Amanda Ponzar, Chief Communications and Strategy Officer for CHC: Creating Healthier Communities, PR, CSR and employee engagement expert.
Whether you’re trying to do more with less budget or are facing increasing competition for attention, a multi-channel marketing mindset could be the solution. Native advertising, paid promotion, social media and self-publishing platforms have blurred the lines between disciplines while also providing today’s marketing and communications leaders with more options. One of the most famous examples of this is the PESO model (paid, earned, shared/social and owned media) developed by Gini Dietrich. I used it so much that I created my own version, the Four Ps of Promotion (Ponzar’s Four Ps), to ensure I leveraged every channel available and maximized multi-channel marketing.
