1.4: The SOEP Model for Media Strategy
- Page ID
- 228001
\( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \)
\( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)
\( \newcommand{\id}{\mathrm{id}}\) \( \newcommand{\Span}{\mathrm{span}}\)
( \newcommand{\kernel}{\mathrm{null}\,}\) \( \newcommand{\range}{\mathrm{range}\,}\)
\( \newcommand{\RealPart}{\mathrm{Re}}\) \( \newcommand{\ImaginaryPart}{\mathrm{Im}}\)
\( \newcommand{\Argument}{\mathrm{Arg}}\) \( \newcommand{\norm}[1]{\| #1 \|}\)
\( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\)
\( \newcommand{\Span}{\mathrm{span}}\)
\( \newcommand{\id}{\mathrm{id}}\)
\( \newcommand{\Span}{\mathrm{span}}\)
\( \newcommand{\kernel}{\mathrm{null}\,}\)
\( \newcommand{\range}{\mathrm{range}\,}\)
\( \newcommand{\RealPart}{\mathrm{Re}}\)
\( \newcommand{\ImaginaryPart}{\mathrm{Im}}\)
\( \newcommand{\Argument}{\mathrm{Arg}}\)
\( \newcommand{\norm}[1]{\| #1 \|}\)
\( \newcommand{\inner}[2]{\langle #1, #2 \rangle}\)
\( \newcommand{\Span}{\mathrm{span}}\) \( \newcommand{\AA}{\unicode[.8,0]{x212B}}\)
\( \newcommand{\vectorA}[1]{\vec{#1}} % arrow\)
\( \newcommand{\vectorAt}[1]{\vec{\text{#1}}} % arrow\)
\( \newcommand{\vectorB}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \)
\( \newcommand{\vectorC}[1]{\textbf{#1}} \)
\( \newcommand{\vectorD}[1]{\overrightarrow{#1}} \)
\( \newcommand{\vectorDt}[1]{\overrightarrow{\text{#1}}} \)
\( \newcommand{\vectE}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash{\mathbf {#1}}}} \)
\( \newcommand{\vecs}[1]{\overset { \scriptstyle \rightharpoonup} {\mathbf{#1}} } \)
\( \newcommand{\vecd}[1]{\overset{-\!-\!\rightharpoonup}{\vphantom{a}\smash {#1}}} \)
\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)
The SOEP media model, which stands for Shared, Owned, Earned, and Paid media is an updated model for media strategy based on the PESO model.9 (More information about the PESO model can be found here).
The SOEP framework helps public relations professionals categorize different types of media channel and craft a balanced, effective strategy for reaching key publics. SOEP also provides a helpful set of categories for measuring the success and effectiveness of campaigns. The costs and benefits of developing, maintaining, and promoting messaging in each category compared as opposed to other categories is easier to do if the framework is applied from the outset of strategic planning.
The essential elements of the SOEP Model include:
Shared Media: This encompasses content that is shared across social media platforms, such as posts on Facebook, Instagram, Twitter (X), LinkedIn, and other social networks. It relies on audience engagement, encouraging users to share content further, which amplifies reach organically. Shared media works well for brand awareness, creating community, and sparking conversation.
Owned Media: This includes all content the brand creates and controls, like websites, blogs, newsletters, and other digital properties. It’s where brands have full control over message structures, platforms of dissemination and, of course, content. With owned media properties, the brand and its PR professionals can shape narratives in the most suitable ways for each platform or media type. Owned media is crucial for establishing authority, delivering consistent messaging, and providing in-depth information.
Earned Media: This is media exposure gained through organic, unpaid means. It includes publicity generated by word of mouth, press coverage, reviews, or social media mentions. In this regard, there is some overlap between Shared Media and Earned Media but it is important to note that social media spaces are both chaotic free-for-all spaces for individuals to publish almost anything they like and paid platforms where messages can be featured at a cost to the brand charged by the social media company. Earned media is valuable in comparison to owned media because it often carries higher credibility. Earned news coverage is often presumed by audiences to be accurate and trustworthy because it has been shared by professional journalists from recognizable news outlets. Since earned media is not paid advertising or other paid promotional content, it often feels more authentic to audiences; however, “earned” can be challenging to obtain and manage.
Paid Media: This is any form of advertising that requires payment, including display ads, social media ads, sponsored content, and influencer partnerships. It allows brands to target specific audiences and reach people quickly, though it can sometimes be seen as less authentic than earned or shared media.
This model prioritizes shared media, and since shared media platforms have seen massive growth over the past decade (2015-2025 at the time of writing), it is perhaps the best way to organize thinking and planning around the relatively classic concepts of paid, earned, and owned media with the addition of shared.
Combining these four types of media, organizations can develop a robust PR strategy, balancing controlled messaging (owned and paid media) with community-driven engagement (shared media) and external credibility (earned media). The goal is to leverage each type’s strengths to create a cohesive, resonant brand presence.
Sponsored Content and Ethical Concerns
The research paper cited in this section also points out that while these categories are helpful for developing strategies and measuring success across media types, a blurring of the lines between some of these types is occurring.
Sponsored content in professional news outlets may have elements of all four aspects of this model. Sponsored content often appears in the same context as news content with a similar look and feel, similar to earned media. It should be labeled as sponsored because it is in fact paid media, but it is not, strictly speaking, advertising content. Usually, sponsored content has few if any of the telltale signs of advertising. Since the brand is in control of which outlets it partners with for sponsored content and is ultimately in control of the message content, there are elements of owned media as well. Additionally, when sponsored content is promoted it is often done on shared media platforms.
This blurring of the lines between strategic categories has many in the public relations field calling for the development of new codes of ethics to account for these capabilities as media strategies evolve to include many multi-category content types.10
What follows is a suggested code of ethics for public relations professionals when preparing and placing sponsored content:
Transparency and Disclosure: All sponsored content must be clearly labeled as such, using language like “Sponsored,” “Advertisement,” or “Paid Partnership.” Disclosures should be conspicuous and easy to understand to avoid misleading the audience. This principle also includes disclosing relationships with influencers or partners in the content.
Honesty and Accuracy: Sponsored content should be truthful, accurate, and not misleading. PR professionals should ensure that any claims made in the content (about products, services, or brands) are backed by factual evidence. Exaggerations or false promises are unethical and can damage both the brand's and the professional's reputation.
Alignment with Brand Values: PR professionals should only promote products, services, or companies that align with their organization’s values and that they believe will benefit their audience. Endorsing or promoting products that contradict a brand’s or individual’s ethics undermines credibility and trust.
Audience Respect: Sponsored content should be crafted with respect for the audience, aiming to add value rather than deceive or manipulate. Content should prioritize relevance and usefulness to ensure that paid promotions resonate with and respect the needs and expectations of the audience.
Responsibility to Disclose Potential Conflicts of Interest: If a PR professional or their organization has a vested interest in a product or service, this interest must be disclosed. A conflict of interest should never be hidden, as it can compromise the credibility of the content and damage relationships with the audience.
Compliance with Legal and Industry Standards: All sponsored content should adhere to applicable laws, regulations, and industry standards, including the Federal Trade Commission (FTC) guidelines in the United States or equivalent authorities in other countries. This includes guidelines around truthful advertising and proper disclosure of paid relationships.
Continuous Review and Adaptation: Ethical standards in PR are dynamic and can change as digital platforms and audience expectations evolve. PR professionals should regularly review and update their approach to sponsored content to stay aligned with best practices and new ethical considerations.
The SOEP model identifies four general media types including Shared, Owned, Earned, and Paid. Using this framework enables PR professionals to estimate costs and return-on-investment, which can help prioritize what content to develop and where to place it or attempt to place it. Consider the following questions for discussion:
- Understanding Media Types: Among the four media types in the SOEP model (Shared, Owned, Earned, Paid), which do you think is most essential for building long-term brand credibility? Why?
- Strategic Application: How can a brand effectively balance shared and paid media in a campaign to reach a broad audience while maintaining authenticity? In what situations might an organization rely more heavily on earned media rather than owned or paid media? Discuss the potential risks and benefits of this approach.
- Ethical Considerations: The chapter mentions a growing "blurring of the lines" between strategic media types. What are some real-life examples of this, and how might they influence audience trust? How might PR professionals address ethical issues around transparency in sponsored content to avoid misleading audiences?
- Evaluation and Measurement: What metrics would you prioritize in evaluating the effectiveness of each media type in a PR strategy?
- Future Implications: As media platforms evolve, do you think additional categories might be needed in the SOEP model? If so, what might they be and why? How might new ethical guidelines or codes impact how public relations professionals approach sponsored content across different media types?
- Personal Insight and Application: Can you think of a recent campaign or brand that exemplifies a successful SOEP strategy? Which media types did they leverage, and why do you think it was effective? If you were to create a PR campaign for a brand, how would you prioritize these media types in your strategy, and how would you address potential ethical challenges?
9. Jim Macnamara, May Lwin, Ana Adi, and Ansgar Zerfass. “‘PESO’ media strategy shifts to ‘SOEP’: Opportunities and ethical dilemmas.” Public Relations Review 42, no. 3 (2016): https://doi.org/10.1016/j.pubrev.2016.03.001
10. Jim Macnamara, May Lwin, Ana Adi, and Ansgar Zerfass