The peso model merges paid, earned, owned and shared media into an integrated, measurable communication program. Here is a breakdown of each media component: Paid: Paid media includes paid advertising, sponsored content, social media advertisements, and subscriptions that are membership based. Earned: Earn media includes but is not limited to press releases, blog or investor relations. Essentially, your brand earns their name or u201cclaim to fameu201d based off of the eay they are represented. Shared: Posting your branded content on social organically is an example of shared media. Owned: Owned media all depends on the brand. Owned media enhances your marketing efforts through blog posts, reviews, curated content, forums, webinars, and more.