The value of the PESO framework in strategic communications for community nonprofit organisations

Susan Slowikowski, Pippa Burns, Grant Ellmers, Holly Tootell

Research output: Contribution to journalArticlepeer-review


Community nonprofit organisations often overlook strategic communications as an essential component in their operations, but such an oversight may diminish the organisation's ability to engage stakeholders effectively. The digital era has generated more communication channels for community nonprofits, and many of these options provide cost-effective opportunities for the nonprofit sector. However, while technology is a valuable disseminator of information, an over-reliance on only digital communication brings risk. Nonprofit organisations should also consider traditional media options and other face-to-face promotional activities. The real value of strategic communication lies in greater interactivity between organisations, project teams, potential clients, and industry associations. The PESO framework, which addresses paid, earned, shared, and owned channels, has the potential to guide the development and implementation of a more effective communications strategy for community nonprofit organisations. The PESO framework recognises that integrating messages across digital channels may improve the familiarity and success of a project because strategic communication is carefully planned. However, we argue that the PESO framework should be extended to include all communication channels-digital and traditional. Anyone who consumes information does not rely solely on digital channels. It is important to recognise the use of both traditional and digital sources for a truly integrated communications strategy. Using a community nonprofit example, this paper explores how the PESO framework was used to guide the development and use of communication strategies in a local community campaign to increase awareness on the value of multi-sensory spaces, with the aim of enhancing interaction with relevant stakeholders to achieve improved communication outcomes.
Original languageEnglish
Pages (from-to)1-16
Number of pages16
JournalAsia Pacific Public Relations Journal |
Issue numberJuly
Publication statusPublished - 2021
Externally publishedYes


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