If you spend any time thinking about the current and future scope of PR and communications, you’ve probably already made use of Gini Dietrich’s PESO model. If you haven’t, it’s well worth a look as a check list of the different ways that you could be communicating your stories and messages.

Gina launched the PESO model in 2014 with the idea that ‘communicators do more than media relations.’ And to ‘educate business leaders on what communicators do—along with the kinds of things we do to generate business results.’

The model demonstrates how PR continues to evolve and offer broader value. Certainly in-house, businesses are increasingly looking for professionals that have a broader set of skills and disciplines. There’s so much for our industry to play for.

I’d recommend the Spin Sucks blog for daily inspiration from a fantastic community of digital PR professionals.