martes, 27 de enero de 2015

De la comunicación al peso a la comunicación de PESO


Como ven en el titular, es fácil hacer juegos de palabras con el paradigma de la comunicación desarrollado por Gini Dietrich, en su libro “Spin Sucks”, sobre el cual pueden leer en este interesante artículo de Mashable. 

Tal como dice la autora que, por otra parte, trata de vendernos el libro donde explica su metodología, “hay una percepción equivocada de la industria de relaciones públicas según la cual lo único que hacemos es relaciones con los medios. Así pues, consigue para tu jefe o cliente la primera plana del New York Times y desaparecerán todos sus problemas.” 

Frente a ese viejo paradigma de “medir” impresiones en los medios y su equivalencia en publicidad, Dietrich –me encanta su nombre, con resonancias cinematográficas- propone el modelo PESO (Paid, Earned, Shared, Owned), sobre el cual pueden profundizar en su blog.

Yo diría que es muy atinado, así que pensemos en él mientras apilamos en la mesa fotocopias de recortes de prensa. Porque, a falta de PESO, nos queda la pose.


12 comentarios:

  1. Interesante. Este es un modelo bien conocido en el mundo digital (toda estrategia online debe basarse en los medios propios, pagados y ganados), al que se le añade el de shared media, que supongo que es cosecha de la autora (normalmente las redes sociales se consideran own media, aunque eso está cambiando poco a poco). Es interesante porque propone puntos de intersección de cada canal, lo cuál no está mal. Por cierto, ojo con Google Authorship, que va camino de ser un fracaso, yo no invertiría mucho tiempo en él. ¡Gracias por la aportación!

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    Respuestas
    1. Gracias a ti Álvaro..me has dejado con la duda respecto a Google Authorship. ¿Y ezo qué eh? :-)

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    2. http://www.forbes.com/sites/johnrampton/2014/08/29/end-of-google-authorship/ Era un servicio de autoría para las búsquedas de Google. Mira, ya se lo han cargado.

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