438. Earned Media Essentials for Tourism Marketers, with Colleen Onuffer

On this episode of Destination on the Left, I talk with Colleen Onuffer for the second installment of a four-part series exploring Gini Dietrich's PESO Model—Paid, Earned, Shared, and Owned media—in integrated marketing. Colleen shares more about earned media: what it is, why it’s critical for building credibility, and how organizations in the travel, tourism, and hospitality industry can use it to tell their story more powerfully. From collaborating with influencers to maximizing media placements, she explains how earned media fits into the bigger picture and interacts with other parts of the PESO framework.

What You Will Learn in This Episode:

• How Colleen Onuffer defines earned media and why it is considered more credible and trustworthy by consumers compared to paid and owned channels
• Why the Peso Model is essential for creating an integrated and effective PR strategy, and what the interconnections are between paid, earned, shared, and owned media
• How to approach strategic PR planning, including the importance of starting with research, setting clear goals, and understanding your audience
• What types of earned media tactics Colleen recommends for destination marketers, including media relations and influencer partnerships
• How emerging trends like artificial intelligence (AI), podcasts, and the rise of micro and niche influencers are shaping the landscape of earned media
• Why measurement and the Barcelona Principles are so critical for PR success, and how to plan up front to track the true impact and quality of earned placements
• How to start small, leverage multi-channel opportunities, and set yourself up for measurable success

How Earned Media is Different from PR

Destination marketers know that cutting through the noise to reach travelers is harder than ever. In a world saturated with content and advertising, earning trust and attention calls for a sophisticated mix of strategy, storytelling, and smart tactical planning. We’re discussing the critical “E”—Earned Media—in the integrated PESO model this week.

The Value and Challenge of Earned Media

Earned media is any publicity gained through organic means rather than paid advertising. Unlike owned or paid channels, it’s the result of others—media outlets, influencers, travelers, or even locals—talking about your destination. Think press coverage, travel blogger posts, influencer recommendations, glowing TripAdvisor reviews, or enthusiastic social shares.

Colleen emphasizes that earned media carries higher trust among consumers. Because earned media is not paid for by a brand directly, it’s often perceived as more credible or trustworthy by consumers. Mainly because brands don’t control the message. Unlike owned or paid media, where the brand is the voice, earned media relies on the voices of others to push the brand or narrative. It’s both valuable and vulnerable—a product of relationships, storytelling, and a bit of risk-taking.

Creating an Earned Media Strategy

It’s tempting to jump straight to pitching, press trips, or influencer outreach. But effective PR starts with strategic foundations. Colleen recommends that travel marketers:

1. Define Their Positioning: What’s the unique appeal or challenge your destination faces?
2. Unlock Insights Through Research: Deeply understand audience motivations, needs, and media behaviors.
3. Set SMART Goals: How many placements? What kind of coverage, and where? Do you want to attract a niche or mass audience?
4. Build Audience Personas: Understand their pain points, decision-making process, and where they seek inspiration.

With these insights, your earned media initiatives—whether hosting writers, partnering with content creators, or launching brand ambassador programs—are more likely to land meaningful, measurable results.

Resources:

• https://spinsucks.com/communication/peso-model-comprehensive-guide/
• Website: https://travelalliancepartnership.com/
• LinkedIn Personal: https://www.linkedin.com/in/colleenonuffer/
• LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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