15: Can Podcasts Humanize Your Destination?

In this episode of Destination Discourse, hosts Stuart Butler and Adam Stoker are joined by Devyn Whitmire, the creator and host of The Palmetto Porch, a storytelling podcast from South Carolina Parks, Recreation, and Tourism (SCPRT). Devyn shares her journey in developing the podcast, the role of storytelling in tourism marketing, and how her show highlights the unique people and communities of South Carolina. The conversation covers challenges, lessons learned, and actionable advice for other destination marketing organizations (DMOs) considering podcasting or other owned media initiatives.

Key Topics Covered:
 1. Inspiration for The Palmetto Porch:
 • Originating from an idea sparked at the eTourism Summit.
 • The evolution from a grassroots idea to a professional, statewide podcast featuring stories about South Carolina’s people and places.
 2. The Power of Storytelling:
 • Why storytelling connects with audiences and its role in destination marketing.
 • Using local narratives to humanize destinations and create meaningful connections.
 3. Overcoming Challenges:
 • Navigating initial uncertainty about the scope and execution of the podcast.
 • Partnering with agencies and production experts to bring the vision to life.
 4. Advice for DMOs:
 • Focus on people, not just places, to craft compelling stories.
 • Start small, iterate, and grow.
 • Leverage your community to uncover stories and amplify your efforts.
 5. The Evergreen Value of Content:
 • Using podcast episodes as a lasting asset for marketing and PR.
 • Expanding the content into other formats like video for social media.
 6. Impact Measurement:
 • Communicating the podcast’s value to stakeholders.
 • Stories of success and feedback from local partners.

Memorable Quotes:
 • “Every destination has stories to tell, but it’s about asking the right questions to uncover them.” – Devyn Whitmire
 • “You can’t spend your way to relevance through paid media alone—storytelling creates long-term value.” – Adam Stoker
 • “The Palmetto Porch is about people first; their stories make South Carolina’s destinations come alive.” – Stuart Butler

Resources and Links:
 • The Palmetto Porch Podcast
 • Follow Devyn Whitmire on LinkedIn
 • South Carolina Parks, Recreation, and Tourism

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