Channel Map (PESO)
Definition
A strategic view of the channels your business uses, or could use, to express its messaging. It maps your Paid, Earned, Shared, and Owned (PESO) channels across the organisation, showing where your brand shows up and what access you have to audiences. It is not a campaign plan, but a whole-of-business view of your channel mix.
Why it matters
Without a clear channel map, teams default to familiar platforms and miss hidden opportunities. A deliberate view of Paid, Earned, Shared, and Owned channels helps identify gaps and connect channels so they work together rather than in isolation.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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