At Ghidotti, we know that how you tell your story is just as important as the story itself. We often guide clients through a pivotal question: Should you tell your story directly through your own voice and platforms, or let others — media outlets, influencers and customers — tell it for you?
The answer isn’t either/or. It’s both — and the strategic balance lies in knowing when to speak and when to be spoken about.
Your Voice: The Power of Direct Storytelling
Telling your story in your own words — through owned content such as blogs, videos, websites and social media — gives you control. You choose the tone, timing and message. It’s especially effective when launching new products, introducing leadership changes or defining your brand values. Owned storytelling builds authority and shapes perception over time.
But owning your voice also means committing to a long-term effort. Thought leadership blogs, behind-the-scenes videos and in-depth guides don’t go viral overnight. They’re investments that yield returns in credibility and trust, positioning you as a consistent expert in your industry.
The Power of the Chorus: Letting Others Tell Your Story
On the other side of the spectrum, earned media, influencer partnerships and testimonials offer something that even the most polished press release can’t: validation. When others talk about your brand — positively and authentically — it’s social proof. Whether it’s a journalist covering your latest initiative, an influencer sharing their experience or a customer leaving a heartfelt review, these third-party narratives amplify trust.
In some situations — like crisis management or contentious issues — external voices may carry more weight. The strategic use of third-party validation allows you to sidestep the appearance of self-interest and build credibility when it matters most.
Bridging the Gap: The PESO Model
At Ghidotti, we use the PESO model — Paid, Earned, Shared and Owned media — as a framework to build holistic, effective communications plans. Each component plays a critical role:
- Paid Media: Sponsored content, ads and social boosts extend your reach. When paired with great storytelling, paid placements can generate awareness in the right places.
- Earned Media: News coverage, influencer shoutouts and industry awards demonstrate that others value your voice.
- Shared Media: Social media is where conversation happens. Engaging content encourages others to share your story, extending its shelf life and reach.
- Owned Media: Your blog, website, videos and email newsletters are your platform. Use them to educate, inspire and showcase your brand on your terms.
A smart strategy combines all four. For example, a well-timed blog post (Owned) might include a customer quote (Earned), be boosted on LinkedIn (Paid) and spark conversation in the comments (Shared). It’s not about picking one tactic — it’s about orchestrating all four.
Knowing When to Switch Gears
When a brand story needs nuance or sensitivity, earned media might carry more weight than a brand statement. In contrast, when launching a new product or sharing data-rich insights, direct storytelling through owned media ensures clarity and context.
Here’s where strategy comes in.
We often guide our clients to identify which channel best suits each message and audience. We encourage them to consider, “Is your audience more likely to trust a peer testimonial or a founder’s blog? Would a trade publication write a deeper story than a social media snippet could deliver?”
The Ghidotti Difference
We believe storytelling is at the heart of marketing, and we don’t do one-size-fits-all. We start with strategy — understanding your goals, audiences and challenges. From there, we use our SAME process (Strategy, Audit, Message, Engage) to determine the best storytelling approach for every initiative.
The truth is, the best brands don’t just tell their stories — they let others tell them too. And they do it in a way that’s integrated, intentional and impactful.