In this episode of the Sports PR Huddle, Tim Miller digs into the PESO Model © and chats and Gini Dietrich – the architect of the model concept.Welcome to Episode 10, entitled “Why PESOTraining is Essential for Every Sports PR Professional.”They dig into a refresher of what the model is and do so by tying it back to its significance in the sports public relations industry. They explore how PESO can beintegrated into various departments, the importance of maximizing owned media, leveraging social media, and the role of data in storytelling. Gini shares actionable steps for PR professionals to implement PESO effectively and discusses the future of PESO in sports communications. Specifically, PESOtraining for sports PR pros becomes a must, with resources available through Gini’s company, Spin Sucks.  Five Takeaways Should You Listen:  1.    The PESO model – now more than a decade into existence -- is essential for modern PR strategies, with owned media serving as the foundation for PESO.2.    Integration across departments enhances PR effectiveness – and with LLMs, securing earned media wins helps reach your audience in ways you might not have considered.3.   Understanding audience-specific strategies is vital with social media listening more important than ever to inform PR strategies.4.   The PESO model is a long-term commitment for organizations. Data analysis is crucial for effective storytelling – PESO training can help strengthen this5.    Testing small campaigns can yield significant insights – try it with a nominal batch of paid media can amplify a B2B earned media effort.   Key Moments:[00:00:00]          Introduction and Episode Milestone [00:02:15]          Overview of the PESO Model [00:05:30]          Gini's Journey in Developing PESO[00:10:45]          PESO as a Dinner Party Metaphor[00:15:00]          The Importance of Owned Media[00:22:30]          Challenges in Measuring PR Success[00:28:45]          Integration Across Media Types[00:35:50]          Role of AI in Modern PR [00:42:10]Practical Steps for Implementing PESO [00:48:20]          Advice for Sports PR Professionals [00:55:00]          Closing Thoughts and Resources

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