Evolving the PESO Model? With Academia and Research

Since its inception, the PESO Model? has served as a reminder that, while we’re known for being spin doctors and party planners (thanks, Hollywood!), so much of what we do is expertly navigating the needs of our stakeholders within the fragmented media landscape—from social media and journalism to inbound marketing, pay-for-play, and data analysis.?

One thing we know for sure is that things will continue to evolve faster than even the best of us can keep up.?

That’s why we refreshed the PESO Model framework and graphic earlier this year. We did it not just as a cosmetic update, but as a deep dive into the cutting-edge strategies shaping the future of our field.?

You know I’m huge on data and measurement, so we also emphasized data-driven decision-making and showcasing results.?

But data is just the beginning, and as exciting as these updates are, they’re just one part of the story.?

To celebrate the 10th anniversary of the PESO Model, I promised you something new every month at the start of the year. We refreshed the PESO Model Certification?, the framework and graphic, launched a certified guide program, built a free guide, and more. And we have more to come!

Elevating the PESO Model

Are you ready? Drumroll, please!?

I am so excited to tell you that the PESO Model Certification is entering a new era of cooperation. One that combines the practical, industry-focused approach of the PESO Model with the academic rigor and cutting-edge research of one of the world’s leading communication schools.

And that is none other than the USC Annenberg School for Communication and Journalism.???????

USC Annenberg has long been at the forefront of communications education and research. Their approach to public relations and advertising education aligns perfectly with the principles of the PESO Model. I have long admired how they teach the PESO Model and incorporate ways to reach the fragmented media landscape in which we find ourselves.?

Burghardt Tenderich, professor of practice at USC Annenberg School for Journalism, was one of the technical writers on Spin Sucks, which is how I first met him. And, as annoying as the editing process is on a book, I was equally impressed with the foresight he had around the content to push me to think more critically about what we might face in the years to come (and truthfully, one of the reasons the book has had such long-standing power).?

He makes me stretch my brain, forcing me to write a better book back in the day, and today allows me to think about the evolution of the PESO Model.

He once told me that their “curriculum is built on the notion that contemporary public relations far exceeds the scope of earned media. It puts content creation at the center of the discipline.”

And we all know how I feel about that!

I often say that the first place to start is with owned media, and I love that they think and teach the same way.

So, it made total sense to form a relationship with them to help their students become even more proficient in their PESO Model work. All their PR and advertising students—undergrad and graduate—will be offered the PESO Model Certification.?

This collaboration also gives working professionals access to the USC Annenberg research and academic expertise. It allows us to create a certification program representing the cutting edge of strategic communications.

Revolutionize Your Career

It’s no secret that the lines between marketing and communications continue to blur. In fact, the Global Communication Report from USC Annenberg shows that they get closer and closer every year.?

The days when PR professionals could focus solely on earned media or when marketers could rely exclusively on paid advertising are long gone. Today’s communications challenges require an integrated, multi-channel approach—precisely the kind of approach that the PESO Model embodies.

Burghardt likes to say that the PESO Model represents the most compelling representation of channel-agnostic advocacy communication.

By becoming PESO Model Certified, you’re demonstrating to employers and clients that you have the skills and knowledge to develop and execute these integrated, channel-agnostic strategies. You’re positioning yourself not just as a specialist in one area of communications, but as a strategic thinker who can see the big picture, leverage all available channels to achieve objectives, and measure your work to things that matter to the organization.

Perhaps most importantly, becoming PESO Model Certified positions you at the forefront of the communications industry.?

The aforementioned Global Communication Report regularly shows evidence of the discipline’s expansion. At the same time, the research has revealed that while many PR practitioners acknowledge the role of newer competencies, such as social media advertising, influencer relations, podcast pitching, and measurement, they also state that many working in the field lack competency in these newer fields.

By becoming certified, you’re closing this skills gap. You’re equipping yourself with the competencies many in the field acknowledge as important but struggle to master. This makes you more valuable to your current employer or clients and opens up new opportunities as organizations increasingly seek professionals who can navigate modern communications channels.

Importance of Integrated Comms

While the benefits of PESO Model Certification for practicing professionals are clear, it’s equally important to consider the perspective of students preparing to enter the field. If you’re a student in a communication, marketing, or advertising program, you’re likely aware of how rapidly the industry is evolving. The communications landscape you’ll enter upon graduation may look quite different from the one that existed when you started your studies—and will look completely different just three years from now.

That’s where the PESO Model Certification comes in. By becoming certified while still in school, you’re giving yourself a significant head start in your career. You’re entering the job market not just with theoretical knowledge, but with a practical, industry-recognized credential that demonstrates your ability to develop and execute integrated communications strategies.

Our goal is ambitious but clear: we want to see every graduating student in communications-related fields become PESO Model Certified. This certification provides the comprehensive foundation every new communication professional needs to succeed in today’s integrated media environment.

When you become PESO Model Certified as a student, you gain more than just a line on your resume. You’re developing a holistic understanding of how different communication channels interact and influence each other. You’re learning how to plan and execute multi-channel campaigns that leverage the strengths of each media type. Perhaps most importantly, you’re gaining the skills to measure and report on communications outcomes—an important ability in an industry that increasingly demands demonstrable results.

Moreover, by becoming certified, you’re signaling to potential employers that you’re proactive, forward-thinking, and committed to your professional development. In a competitive job market, these qualities can make a significant difference, helping you stand out from other recent graduates and opening doors to more advanced entry-level positions—and perhaps even ones that allow you to conduct an orchestra of AI robots.

This is all because you took what you’ve learned in class, applied it to the real world, and have results to show for it. To boot, I’ve begun to notice that more and more job descriptions require certification for application.?

What to Expect

Now that we’ve explored the benefits of PESO Model Certification for professionals and students, let’s dive into the specifics of the certification process.?

I’ll be perfectly honest: the certification is not an easy process. Although it’s designed to take eight weeks to complete and become certified, most working professionals take 12 or even 16 weeks. That’s the bad news. The good news is that you have a fully functioning and workable plan to begin implementing immediately when you are finished. And now is the perfect time to start doing that for 2025!

It is rigorous and challenging but also accessible and rewarding. This program will push you to expand your skills and knowledge and provide the support and resources needed to succeed.

The certification program consists of eight modules, each focusing on a different aspect of the PESO Model and its application in real-world scenarios. These modules cover everything from the fundamental principles of integrated communications to advanced topics like data analytics, AI, measurement, and ethical considerations in digital campaigns.

Each module includes a mix of theoretical instruction and practical application. You’ll learn key concepts and strategies, but you’ll also have the opportunity to apply what you’ve learned. This hands-on approach ensures that you’re not just memorizing information, but truly internalizing and learning to apply the principles of the PESO Model.

One of the key strengths of the certification program is its flexibility. As an online, self-paced course, it’s designed to fit into your schedule. Whether you’re a full-time professional looking to upskill, a solopreneur seeking to expand your service offerings, or a student balancing your studies with other commitments, you can complete the certification at a pace that works for you.

You’ll need to demonstrate mastery of the material through a series of assessments to earn your certification. When you complete the program, you’ll have a certification and a deep, practical understanding of integrated communications strategies that you can immediately apply in your work.

The Future of Communications

As we look to the future, it’s clear that the principles embodied in the PESO Model will only become more important, which is why this relationship with USC Annenberg is so exciting. Their work, both at the university level and through the Center for PR, will help evolve the framework in the years to come.?

We know the media landscape continues to fragment, there will be more social media platforms to figure out, artificial intelligence will take center stage, and the expectations of our stakeholders will become increasingly sophisticated.?

The ability to develop truly integrated, multi-channel communications strategies is not just an advantage—it’s a necessity.

Moreover, as organizations increasingly recognize the strategic importance of communications, they’re looking for professionals who can operate at a higher level. They need communicators who can think strategically, work across disciplines, and demonstrate clear business results. The PESO Model Certification equips you to be exactly that kind of professional.

Our collaboration with USC Annenberg ensures that the PESO Model Certification will continue to evolve and stay at the cutting edge of communications practice. Through ongoing research and close connections with the industry, we’ll continue to refine and update the certification program to reflect the latest trends, technologies, and best practices in strategic communication.

Become PESO Model Certified

Whether you’re a seasoned communication professional looking to update your skills, a recent graduate aiming to stand out in the job market, or a student preparing for your future career, the path forward is clear: it’s time to become PESO Model Certified.

The certification process is an investment—of time, effort, and resources. But it’s an investment that pays dividends throughout your career. It equips you with the skills and knowledge you need to excel in today’s integrated communications environment. It provides you with a credential recognized and respected by industry leaders. And perhaps most importantly, it gives you the confidence to take on complex communications challenges and deliver real, measurable results.

By becoming PESO Model Certified, you’re not just preparing for this future—you’re helping to shape it. To learn more, go to spinsucks.com/academy.?

A Foundation of Collaboration

I would be remiss by not expressing my sincere gratitude to the S.I. Newhouse School for Public Communications at Syracuse University for their invaluable support and collaboration in the early stages of this journey.

Their contributions have been instrumental in establishing the PESO Model Certification as a respected industry credential, laying the groundwork for the exciting developments we’re announcing today.

Thank you, especially to Gina Luttrell and Michael Meath, who were instrumental in helping us get it off the ground nearly five years ago.

If you have specific questions about the PESO Model Certification and you’re not already a member of the Spin Sucks Community, join us by clicking here.