Which media channel is most closely associated with the earned media pillar of the PESO model?

The earned media pillar of the PESO model is primarily associated with press coverage because it reflects coverage gained through third-party endorsement rather than direct payment or promotion. Earned media refers to publicity gained through promotional efforts other than paid media, and it is earned rather than bought, which means that it involves getting media outlets to cover newsworthy stories or events related to a brand or organization.

Press coverage is a prime example of earned media since it relies on the media’s decision to report on a company, individual, or event due to perceived news value. This includes news articles, features, and interviews that provide credibility and contribute to the organization's public narrative without requiring payment for the coverage.

On the other hand, social media posts, while influential, are typically part of owned media or paid media if sponsored. Traditional advertising is clearly classified as paid media, as it involves direct financial investment to promote a message. Newsletters, primarily considered owned media, serve to distribute information directly to an audience without involving third-party media outlets. Thus, press coverage best embodies the core characteristics of the earned media pillar within the PESO model.