IABC x PESO Model Town Hall: What Communicators Need to Stay Relevant in 2026

What We’ll Cover:

• What communicators need to know about visibility, credibility, and trust in today’s AI-influenced landscape.

• Why traditional channel-first planning no longer works — and what to use instead.

• How the PESO Model® integrates paid, earned, shared, and owned media into one strategic system.

• Real-world examples of PESO in action (and where most teams go wrong).

• How to move from disconnected tactics to coordinated, measurable communications programs.

• How the PESO Model® supports both individual contributors and senior leaders.

• Practical ways IABC members can apply PESO immediately — regardless of team size or budget.

Who This is For:

• Communications professionals managing multiple channels and stakeholders.

• Practitioners who feel stuck in execution mode and want to be more strategic.

• Leaders responsible for proving the impact of communications work.

• IABC members looking for modern frameworks that actually scale.

Links:

• The Spin Sucks Blog

• About the PESO Model

• PESO Model Certification©