At the end of 2024, Plain Speaking PR’s managing director, Pippa Lain-Smith, was invited by the editor of Laboratory News, the UK’s leading publication for laboratory scientists, to contribute to an article on the value of sponsored content within trade titles.
Laboratory News is a title Plain Speaking PR has worked with on an ongoing basis for our B2B manufacturing client, Teknomek. And as a trusted supplier of specialist editorial content and thought-leadership pieces, Pippa was asked by the editor to share her views on how to plan and execute a successful campaign. And when and how to use the opportunities presented by different types of media – both editorial and paid-for.
In this blog, which also appeared in print in the magazine, she looks at how the PESO model now underpins public relations planning and strategy, and how the line between advertising and editorial is no longer solid.
Thank you to Laboratory News for giving us permission to share this content.
“Having worked in PR and marketing for almost 30 years, I’ve seen a definite shift in the relationship between above the line and below the line communications. Traditionally, PR professionals would stick to their editorial lane, pitching articles and news stories, and it would be the advertising team or media buying agency that dealt with ‘paid’ content. We were a bit snooty about paid-for media to be honest.
“In 2014 the PESO model was devised by Gini Dietrich for Spin Sucks and it’s changed the way many professional communicators think. It allocates different areas of communication and marketing into four categories: paid (P), earned (E), shared (S) and owned (O) and explains the benefits each type of media can bring. For many of us experienced PR professionalss, it was refreshing to see the media and communication landscape re-defined, giving us more opportunities than ever to reach and connect with key target audiences.
Now; there are many ways to partner with media outlets to build your brand profile and enhance your reputation.
“An editorial news story or article is a very powerful way to tell your stakeholders about the work you are doing and share the knowledge you have, But the content you supply is ultimately ‘owned’ by the editor and you can’t guarantee what a journalist will write, and your story may not get picked up at all.
“Whilst paying for an advert guarantees you space, and you can guarantee the message being conveyed, most readers will be able to recognised that the messaging is subjective and focused on sales.
“Sponsored content is a great mid-ground. For example, a sponsored column. This format allows businesses to tell their brand story in a way that’s more subtle and engaging, avoiding a hard sell. But it also provides room to demonstrate your values and personality as a brand, allowing potential customers and other stakeholders to get to know what you stand for. And, you can include a call to action and contact information.
“Ultimately, PR is about relationships and reputation. And I believe it’s important get to know the publications you want your company to be seen in. Respect the editors, get to know the material they regularly include. Where can you fit in? Where can you add value? And whilst as PR professionals we’re all striving to secure those trusted, earned editorial pieces, do be open minded about opportunities for paid-for content too and be prepared to invest time in writing copy that will capture the readers’ interest.”
Pippa Lain-Smith, managing director of Plain Speaking PR.
Client case study: Teknomek
To discuss B2B PR for your business, email pippa@plainspeakingpr.co.uk
