The POE(m) model sought to help systematize the various – and sometimes competing – media channels available to companies. This approach separated efforts into three general buckets: Paid, Owned, and Earned media channels. However, the lines between some of these distinctions often continued to exhibit a Mr. Magoo-like blurriness. The PESO model (see Figure 1), which added the idea of “shared” media, sought to bring more order to how a company could view their media, and by e