A PESO modell mint országmárkázási projektek kommunikációs keretrendszere. A romániai turisztikai kampányok tapasztalatai
PESO model as a new framework for communication and media planning in nation branding campaigns. The case of Romanian offi cial tourism campaigns

Summary/Abstract: The current paper presents the applicability of the PESO model as a communication and media planning framework in nation branding campaigns. The PESO model distinguishes between paid, earned, shared, and owned media channels and highlights the importance of shared media in terms of communication planning in the current digital environment. In the first part, the paper provides an overview of the most common media planning frameworks. In the second part, the PESO model is described as a new approach to communication planning. In the third part, Romania’s official tourism campaigns are examined based on the aforementioned framework. The research argues that future campaigns should pay more attention to shared and owned media.

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