If a message is created and distributed by users but not paid for by the company, which PESO category best fits?

If a message is created and distributed by users but not paid for by the company, which PESO category best fits?

• A. Paid
• B. Earned
• C. Shared
• D. Owned

Answer: (B)

Earned media is the main idea here. When a message is created and spread by users without the company paying for distribution, it isn’t paid or owned by the brand, and the amplification comes from third-party interest or peer sharing. That organic, third-party promotion—driven by consumers rather than the company—best fits earned media. Shared media involves audience distribution of content the brand created or controls, whereas this scenario originates with the users themselves. So the best fit is earned media.

Earned media is the main idea here. When a message is created and spread by users without the company paying for distribution, it isn’t paid or owned by the brand, and the amplification comes from third-party interest or peer sharing. That organic, third-party promotion—driven by consumers rather than the company—best fits earned media. Shared media involves audience distribution of content the brand created or controls, whereas this scenario originates with the users themselves. So the best fit is earned media.