peso4dThe acronym PESO refers to paid, earned, shared, and owned (media).Gini Dietrich first used the term in her 2014 PR book Spin Sucks which advocated for honest and open communications within public relations.. The whole idea behindThe acronym PESO refers to paid, earned, shared, and owned (media).Gini Dietrich first used the term in her 2014 PR book Spin Sucks which advocated for honest and open communications within public relations.. The whole idea behind