Keeping Storytelling Fresh: Insights from WMPRSA’s Panel Event
It's no surprise that getting someone's attention online is difficult, with studies showing that the average human can only pay attention to their screen for an average of 47 seconds before they are on to the next thing that rolls across their screen. This means that what you say, how, and when you say it matter. Navigating the dilemma of keeping things fresh can be difficult, but the West Michigan Public Relations Society of America (WMPRSA) brought together four knowledgeable panelists from different cultural institutes across Grand Rapids to showcase how storytelling not only promotes an organization but also gets the audience’s full attention to keep them coming back.
The program featured a panel with John VanderHaagen, Director of Communications for Frederik Meijer Gardens and Sculpture Park; Elizabeth Payne, Director of Communications for Grand Rapids Art Museum; Kate Lieto, Vice President of Marketing at Experience Grand Rapids; and Jenny Luth, Director of Partnerships and Outreach for Amplify GR.
While each panelist came from different backgrounds and industries within Grand Rapids, they collectively explored the use of owned media, explained why print media isn’t dead, and highlighted how earned media fits into the mix.
Telling Your Story Through the Right Owned Media
The PESO model, standing for Paid, Earned, Shared, and Owned, refers to different categories of media and was created in 2009 by Gini Dietrich. Owned media specifically was a large focus for the panel event. Owned media is, as stated, the media that you own; this material is your marketing property, with examples including podcasts, newsletters, emails, and videos, to name a few. When asked what channels they utilized and how they rely on them, the panel quickly listed the obvious: websites, email marketing, and social media.
The use of any of these is a large reflection of the brand. Do you use Facebook because it's a long-standing social media that gets good engagement from a specific crowd? Or do you work with email marketing to advertise upcoming events in hopes of increasing attendance at an event? Whatever the method is, it must work for your intended audience and align with your message. Not every piece of owned media will suit every brand, and that’s okay. It’s more effective to focus on the platforms that align with your message and genuinely resonate with your audience. Sometimes, that means choosing not to adopt a trendy new social media platform if it doesn’t serve your goals. This isn’t a failure on the part of the business; it’s a strategic decision to invest time and resources where they matter most.
The Story Isn’t Over: Why Print Media Still Matters
While owned media is a powerful tool, it’s just one part of a well-rounded strategy. Paid media—such as print, television, radio, and direct mail—offers more traditional yet still highly effective channels. Print continues to hold significant value and remains a key focus within many paid media efforts. The concept of relying on print as a paid media to tell your story allows for a wide range of reach, with both short and long format options. This is seen with the return of the quarterly magazine “Seasons” for Frederik Meijer Gardens and Sculpture Park, a method Director of Communications John highlights was brought back by customer demand. Jenny of Amplify GR spoke on the effectiveness of yard signs in community efforts. These old-school methods still work—they capture attention, spark interest, and encourage repeat engagement. They resonate with audiences because they reflect a level of care and storytelling that people connect with and want to be part of.
Earned Media: Letting Others Tell Your Story
Earned media—unlike paid or owned media—is organic publicity generated through word of mouth, social media engagement, news coverage, or online mentions. While it's not something we can fully control, we can influence it through strategy, preparedness, and meaningful engagement. When media coverage arises or content reaches an audience unexpectedly, the key is to be ready to provide context, insight, or a timely response. Whether it’s supplying materials to a news outlet or informing the community about an event, being prepared to tell your story clearly and authentically matters. In a crowded media landscape, strong storytelling and preparation help your message rise above the noise.
There are many different ways we can tell an engaging story. In a world where attention spans are shorter than ever and we’re competing to keep an audience’s eyes on us, storytelling is crucial. WMPRSA’s panel event shed an important light on how various types of media can support your brand while keeping users coming back for more.
About the Author:
Shelby Huerta is a recent graduate of Grand Valley State University, where she earned her degree in Advertising and Public Relations. During her senior year, she interned at the GVSU Career Center as the Adult Learners and Alumni Social Media Intern. With a background that blends higher education, 6 years of military experience, and hands-on communications work, Shelby is eager to bring her unique perspective and versatile skill set to new opportunities in the field.
