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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On this episode of Destination on the Left, I talk with Colleen Senglaub, Digital Account Manager at TAP, for the first installment of a four-part series exploring the PESO Model—a foundational framework designed by Gini Dietrich for integrated marketing plans in travel, tourism, and hospitality. We dig into the “P” of PESO—Paid Media. Colleen shares her expertise on digital advertising, breaking down today’s must-have channels, including Meta (Facebook and Instagram), Google, programmatic, and connected TV campaigns. They also touch on emerging platforms like Pinterest and TikTok, offering fresh ideas for reaching key audiences.

What You Will Learn in This Episode:

• How Colleen develops paid digital marketing plans using the PESO model and why this strategic framework helps destinations choose the right mix of paid, earned, shared, and owned tactics
• Why goal-setting and understanding your audience are foundational before selecting digital advertising channels and campaign types
• What considerations go into selecting paid media channels, including Meta (Facebook/Instagram), Google, programmatic connected TV, Pinterest, and TikTok, and why asset type and audience preference play a critical role
• How audience targeting and campaign automation are evolving (especially on Meta), and why maintaining control over audience selection is more important than ever
• What retargeting is in digital advertising, how it can be used effectively for tourism marketing, and why monitoring ad frequency matters for guest experience
• How to approach measurement, including setting the right KPIs, using industry benchmarks, and making ongoing campaign optimizations to ensure campaign success

Maximizing Your Travel Marketing Impact with the PESO Model: Paid Media

The PESO Model, developed by Spin Sucks founder Gini Dietrich, offers a holistic structure for integrated marketing. Of the four PESO pillars, paid media encompasses any tactic that requires a direct investment to capture attention. As Colleen Senglaub explains, this includes everything from digital campaigns (social ads, Google search, display, programmatic, and connected TV) to traditional placements like billboards and print, along with sponsored content and trade show activations.

The key to successful paid media is intentionality. Marketers should analyze both the needs of their destination and the motivations of their target audience, choosing only the channels best equipped to deliver on their specific business goals.

Channels to Consider in the Modern Mix

Choosing where to focus isn’t about following flashy trends—it’s about aligning with your destination’s unique goals and audiences. As Colleen says, every decision should connect back to core campaign objectives—are you trying to drive web visits, capture leads, or expand your newsletter reach? Who is your ideal traveler, in terms of age, interests, and location?

A well-aligned strategy might mean an integrated mix, like for TAP’s Baseball Hall of Fame campaign, which blended Meta, Google, TikTok, and CTV, thoughtfully timed to coincide with the launch of a new exhibit and the availability of assets.

Emerging Channels and Creative Asset Considerations

Don’t overlook evolving channels. Pinterest, for example, wields unique influence over women-led travel planning, while TikTok is a powerhouse for reaching Gen Z, who increasingly look to social platforms instead of Google for travel inspiration.

But succeeding on new channels requires the right creative approach. TikTok demands fun, vertical, trend-aligned videos, whereas Instagram and Meta perform better with a thoughtful mix of sizes and styles. Marketers should aim to capture assets in multiple formats upfront, future-proofing their campaigns for every channel.

Resources:

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

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Karen Laos, a communication expert and confidence cultivator, about the most common mishaps that we make when communicating, and practical advice on how to avoid them. We discuss the importance of communication as a woman, the benefits of building strong relationships, and why being interested is a better strategy than being interesting. She also gives us easy phrases and questions to help us start creating deeper connections today.

What You Will Learn in This Episode:

• How Karen Laos discovered the power of confident communication, from her childhood negotiation lessons to navigating high-stakes boardrooms
• How practicing self-trust leads to a stronger impact
• What the most common communication mishaps are among professionals, including “data dumping” and “upspeak,” and how to avoid them for clearer, more influential messaging
• How asking questions and practicing active listening can build stronger relationships, and why being interested is often more effective than trying to appear interesting
• Why both women and men experience self-doubt and impostor syndrome, and what strategies Karen recommends to overcome these universal challenges
• How to shift from playing small to contributing ideas with confidence, even when facing rejection or critical feedback
• Practical tactics you can use immediately, including key phrases and reflective listening, to deepen your professional and personal connections

How Confident Communication Fuels Growth in Tourism and Hospitality

Many professionals find themselves holding back in meetings or missing opportunities because of self-doubt. Karen Laos’s personal journey is a testament to this struggle. She recounts a pivotal moment in a corporate boardroom when she froze, second-guessed herself, and missed a chance to steer the meeting. It was only after her boss pointed out that “you didn’t trust your gut” that Karen recognized how often she’d been asking for permission rather than claiming her space.

When you play small, you withhold ideas, skip chances to contribute, and shrink when faced with pushback, you miss opportunities. Sharing your perspective is a muscle—one that grows each time you use it.

Common Communication Mishaps (And How to Avoid Them)

Karen outlines two common pitfalls in professional communication:

• Data Dumping & Rambling: Sharing too much information at once overwhelms listeners. Many people “build a case” before getting to their point, often burying the key message at the end. Karen recommends the “BLUF” method (Bottom Line Up Front): start with your main point, then offer supporting details. In emails, include your conclusion or request in the first line, letting readers decide if they want to delve into the details.

She suggests that when you notice yourself rambling, pause, gather your thoughts, and state directly: “My point is this…”

• Upspeak: Ending statements with an upward inflection can make confident people sound uncertain. This is especially common in self-introductions. Instead, “punctuate” your spoken words. Practice ending key sentences with a period, not a question mark, to project authority and credibility.

Karen recommends that you record your introduction and listen back; do you sound confident, or does your voice rise at the end?

Building Trust Through Consistent Presence

Trust is foundational to business relationships. Karen stresses the importance of being genuine and avoiding the temptation to rush or sell yourself. Authentic listening, maintaining open and inviting body language, and even the way you manage your facial expressions can influence how you are perceived. Simple gestures—smiling, making eye contact, and being conscious of your posture—go a long way in signaling your approachability and professionalism.

In hospitality and tourism, your voice drives personal growth while fostering collaboration and relationships that propel entire destinations forward. By implementing these practical communication strategies, you’ll not only stand out but you’ll also help your organization and community flourish.

Resources:

• Website: https://karenlaos.com/
• LinkedIn: https://www.linkedin.com/in/karenlaos/
• Free Guide to sound more credible and confident: 9 words to avoid and what to say instead: https://karenlaos.com/words-to-avoid/

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On this special episode of Destination on the Left, I talk with Karen Kuhl (Executive Director, Tour Cayuga, NY), Lauren Sackett (CEO, Rhinelander Chamber of Commerce, WI), and Roni Weiss (Executive Director, Travel Unity) all about the nuances of inclusivity in the travel and tourism industry. We discuss how destinations can actively create environments where every traveler and resident feels a sense of belonging. Discover the landscape of DEAI (Diversity, Equity, Accessibility, and Inclusion) and gain practical advice on how to make tourism more accessible and authentic.

What You Will Learn in This Episode:

• Implementing DEAI initiatives in rural and small-town tourism communities, and the impact these efforts have on both residents and visitors
• Why transparency, community input, and vulnerability are critical in making a destination truly welcoming for all, not just in intention but in actionable practice
• What social impact means through a tourism lens, and how prioritizing inclusivity supports both the local community and the visitor experience
• How organizations can start with small, meaningful steps—such as improving website accessibility or forming advisory groups—to advance DEAI practices, even with limited resources and staffing
• What practical strategies destinations can use to measure the success and ROI of their inclusion initiatives
• How empathy, humility, and realistic goal-setting play a fundamental role in sustaining progress on DEAI efforts, even when facing criticism or limited momentum

Shifting from Intentions to Actions

Travel professionals often assume they are, by default, welcoming, but wanting to welcome everyone and actually creating a place where everyone feels welcome are two very different things. My guests emphasize that building an authentically inclusive environment requires deep listening, transparency, and sometimes vulnerability.

Roni Weiss outlined Travel Unity’s perspective, explaining that inclusion isn’t just aspirational—it’s measurable. He described public standards focusing on three levels: leadership and workforce, community engagement, and the traveler’s experience. The overarching message? DEAI isn’t merely about not excluding—it’s proactive work that touches every level of an organization.

Social Impact Beyond the Tourist

While tourism is often measured by economic indicators, genuine social impact weaves together the needs of visitors and residents alike. Karen Kuhl stressed that her work in Cayuga County, home to Harriet Tubman’s legacy, is community-centric: tourism isn’t just for visitors, after all, but for all the residents who live in a destination too. DEAI initiatives must ripple inward before they shine outward.

Working in rural northern Wisconsin, Lauren Sackett shared that enhancing accessibility, like mapping out trail accessibility and filtering for diverse-owned businesses, is as much about serving aging and differently abled residents as it is about attracting new visitor demographics. Tourism isn’t just about bringing travelers in; it’s about the community as a whole.

Practical Steps for Small Towns and Rural Destinations

Even if you’re a limited-budget organization, you can meaningfully implement DEAI. My guests’ advice is to start small, but start now. Identify community values, tap into available grants, and build from within—embedding inclusive principles into staff roles, outreach, and even RFPs for outside vendors.

DEAI principles should be everybody’s work and on everybody’s task list, which is why advisory boards are a resourceful way to bring diverse voices into decision-making without overhauling governance structures.

Authentic inclusion is a journey, not a checkbox. Be humble, honest, kind, and patient, my guests recommend leading with empathy and listening to those with lived experience.

Resources:

• Karen Kuhl: https://www.linkedin.com/in/karen-kuhl/
• Lauren Sackett: https://www.linkedin.com/in/lauren-sackett-iom-b2a5a59a/
• Roni Weiss: https://www.linkedin.com/in/roniweiss/

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!