What aspect of media does personal branding generally focus on in the PESO model?

Personal branding primarily focuses on the "Owned" aspect of the PESO model. This is because personal branding emphasizes the creation and management of one’s own online presence and identity, which is typically cultivated through platforms that one controls, such as personal websites, blogs, and social media accounts.

In the context of personal branding, owned media includes content and platforms where an individual or organization can showcase their expertise, values, and personality without outside interference. This allows for direct communication with an audience, providing greater control over the narrative and representation of oneself or the brand being built.

While shared, paid, and earned media play important roles within the overall marketing and public relations strategy, they often involve interactions and influences that are outside of one's direct control. Shared media pertains to content shared across social networks, paid media involves advertising and sponsorship, and earned media refers to publicity gained through media coverage, which, while valuable, is not exclusively owned by the individual brand.