The Spin Sucks Podcast with Gini Dietrich
The Spin Sucks Podcast with Gini Dietrich is a show about modern communications and the convergence of PR, marketing, search, advertising, social media, and content. It explores how these disciplines increasingly overlap and why professionals should work together instead of drawing hard lines between them. The podcast aims to help organizations grow by uniting communications efforts and changing the PR industry collaboratively. Host Gini Dietrich, founder of Spin Sucks, leads conversations on best practices and trends.
Episodes
AI Isn't Disrupting the PESO Model®. It's Proving It.
A new report says earned media is disrupting the PESO Model® for AI discoverability—and a second survey, published the same month, says paid media matters most. They can't both be right, and Gini Dietrich argues neither question is. In this week’s Spin Sucks episode, she walks through what both surveys found, why "which media type matters most" measures who you asked instead of what works, and the
AI Agents Are the New Gatekeepers
In this week’s Spin Sucks podcast episode, Gini Dietrich explains why the AI persona you built last year just got promoted to referee, the only two signals it checks before it vouches for you, and the four moves to make before someone in your building tries to solve "the AI problem" with a bigger ad budget.
Read the article: https://spinsucks.com/communication/ai-agents-gatekeepers/
Take t
AI Visibility Is a PESO Model® Problem—and You're Closer Than You Think
Everyone is writing the same article about AI visibility: it's a new discipline, and—what luck!—they sell the thing that fixes it. Nope. AI systems reward probability, not popularity, and probability gets built through the integrated program communicators have been running for more than a decade: the PESO Model®.
In this week’s Spin Sucks podcast episode, Gini Dietrich breaks down the speci
AI Visibility Starts With Trust—and You Can't AI Your Way Out of a Trust Problem
Everyone wants the AI visibility tool with the free trial and the dashboard. We don't have one to sell you, and neither does anyone else—because if AI isn't recommending your brand, that's usually a trust problem wearing a tooling costume.
In this week’s Spin Sucks podcast episode, Gini Dietrich makes the case that trust is a supply chain with stations you cannot skip, and she walks through
The PESO Model® Diagnostic: Duolingo Built the Internet's Favorite Brand on Rented Land
Duolingo built the internet's favorite brand on rented land—the best shared media engine on the planet, run through one green owl on platforms it doesn't control. In this month's PESO Model® Diagnostic, Gini Dietrich looks at what the legend leaves out: an owned media record too thin to defend the brand when the 2025 "AI-first" backlash hit. You'll learn why Duo's chaos is actually disciplined cha
Your Org Chart is Sabotaging Your Brand
Your best work goes into review sounding like your brand, only to come out sounding like a terms-of-service update—and legal isn't actually to blame. Nearly 80% of CMOs tell Lippincott that bureaucracy regularly interferes with decision-making, and that's not a culture problem—it's a brand-erosion mechanism. In this episode of the Spin Sucks podcast, Gini Dietrich breaks down the difference betwee
Reputation Management Now Includes What AI Says About Your Brand
AI tools are already answering questions about your brand—to your buyers, your board, and the journalists who cover you—and they're confidently wrong often enough that one Minnesota company is suing Google for as much as $210 million over a lawsuit its AI invented. To make matters worse, Muck Rack research shows that in 29% of organizations, nobody owns this at all. In this episode, Gini Dietrich
How to Defend Your Marketing Budget in Language the CFO Actually Speaks
Gartner predicts that more than 40% of CMOs who push for bigger budgets this year will lose influence with the C-suite—because their asks never connect to what the business runs on. Here's the thing: your CFO's language has only four words—pipeline, risk, retention, and cost-to-acquire—and 'reach' isn't one of them. In this episode, I show you how to translate your work into those four numbers, wh
The PESO Model® Diagnostic: How HubSpot Turned Owned Media Into a Moat
HubSpot lost roughly 75% of its blog traffic to AI search—and grew revenue 19% anyway. Everyone wrote the obituary for content marketing, but the traffic that died was the content HubSpot never had the right to own, and everything built on real authority held. In Episode 4 of the PESO Model® Diagnostic, I break down what survived, what didn't, and how to tell which of your own content is an asset
How to Show Up Inside the Answer: A Visibility Engineering Playbook
Your buyers are asking their AI tool of choice who to trust—and if AI doesn't cite you, you don't exist. Communicators missed SEO once because it felt "too technical," and the Lippincott data says we're on track to repeat history with AI. In this week’s Spin Sucks podcast episode, Gini Dietrich shares the five-move visibility engineering playbook, plus the moment Martin Waxman ran his own organiza
CMOs Don't Have an Influence Problem. They Have an Operating System Problem.
A new Lippincott study says only 28% of CMOs feel they have real influence in their organization—and your CEO has probably already seen it. Most people blame short-term thinking, but Gini Dietrich argues that the real problem is structural. CMOs are managing a pile of channels rather than running a system. You'll learn why the brand-versus-performance debate is a trap, why dumping budget into AI w
Inside the PESO Model® Certification
You understand the PESO Model®, so why does it still feel like a pile of tactics instead of a system that runs? In this episode, Gini Dietrich takes you inside the PESO Model Certification® she tore down and rebuilt—what changed, what she refused to touch, and who it's honestly not for. If you've ever understood something cold and still couldn't make it run, this one's for you.
Take the free PESO
The PESO Model® Diagnostic: What Peppa Pig Can Teach You About the Difference Between a Campaign and a System
A cartoon pig ran one of the most integrated campaigns I've seen in years—and it still leaves the most important question unanswered. In this week’s Spin Sucks podcast episode, I run the Peppa Pig pregnancy campaign through the PESO Model® Diagnostic to show you the difference between a brilliant campaign and an actual operating system: one has a finale, the other never ends.
Take the PESO Model
The 4 PR and Marketing Metrics that Matter for AI Visibility
Your dashboard is full of green arrows—and your CFO still isn't impressed. That's because most of what we measure flatters us instead of informing us, and the numbers that actually matter in 2026 are the ones almost nobody is tracking yet.
In this episode, Gini Dietrich walks through the four metrics that survive the budget meeting—LLM visibility, citation frequency, narrative share of voice, an
Your Measurement Problem Isn't Really a Measurement Problem
You're doing the work—the content, the media, the campaigns—and the minute leadership asks what it's all worth, you've got nothing to hand them. So you go looking for a better dashboard. In this week’s Spin Sucks podcast episode, Gini Dietrich explains why a measurement problem is almost never a measurement problem—it's the first place a broken system shows up—and shares the Diagnostic data provin
The Visibility Gap: Two Halves, One Operating System Problem
Google just announced the biggest change to Search in more than 25 years, and your CMO is about to ask if you're on top of it. You probably are — but the work doesn't have a name your leadership recognizes. On this week’s Spin Sucks podcast episode, learn why the visibility gap has two halves, the vocabulary problem costing you budget, and the four moves to close both.
The PESO Model® Diagnostic: Inside the Liquid Death Operating System
In the second of the monthly PESO Model® Diagnostic series, Gini Dietrich diagnoses the operating system behind Liquid Death, the rare brand sitting at Stage 5 / Leadership on the PESO Maturity Ladder, where the operating system isn't supporting the product. It IS the product.
Take the free PESO Model® Diagnostic at spinsucks.com/self-peso-diagnostic, or learn about the 2026 PESO Model® Certifica
The Six Stages of PESO Model® Maturity
The PESO Model® has six stages of maturity—and the data says 91% of communications teams are stuck in the bottom half of the ladder.
In this episode, Gini walks through the six stages (Foundation, Pilot, Scale, Systemize, Real-Time, and Leadership), what each one looks like inside real brands like Oracle, McDonald's, Dove, Sephora, Netflix, and Liquid Death, and how to find out where your team ac
AI Is Quietly Destroying Your Best Content
After 18 months of AI-assisted repurposing, most communications teams are quietly producing weaker, more generic content than they were producing two years ago. The leverage is real. The dilution is real, too.
In this episode, Gini Dietrich walks through the telephone game effect—and how you can fix it.
The New PESO Model® Graphic Is Here. So Are the Rules.
After 12 years and several refreshes, the PESO Model® has a new graphic — and Gini is drawing the line between free use and theft. In this episode, she discusses what changed, what the four outcomes (Authority, Credibility, Discovery, Growth) actually mean, how to read the graphic correctly, and what now requires a license. Download the graphic at spinsucks.com/peso-model-graphic. Use it well.
The PESO Model® Diagnostic: The Budweiser Super Bowl Ad
Budweiser won USA Today's Ad Meter for the 10th time—and while everyone was arguing Monday morning about the Clydesdale, the bald eagle, and whether "American Icons" was AI-assisted, the real story wasn't 60 seconds of creativity. It was whether the ad was part of a system.
In the first episode of the new PESO Model® Diagnostic series, Gini Dietrich runs Budweiser's "Made of America" program thro
Visibility Engineering Is the New Playbook for Earned Media
Earned media is still one of the most powerful credibility signals you can get, but in today’s AI-shaped market, a single hit is no longer enough. In this episode, Gini Dietrich explores visibility engineering, why disconnected media placements create noise instead of authority, and how to connect earned and owned media to build credibility that compounds. If you want to become the answer that kee
AI Visibility is Simply About Being More Credible
In this week’s Spin Sucks episode, Gini Dietrich explores why publishing more content is not enough to build authority in an AI-shaped market. Instead, the brands that win are the ones with clear positioning, consistent messaging, proof-backed content, and third-party validation that reinforces what they stand for. Tune in to learn how owned and earned media work together, why generic content fall
Women Are on the Front Line of AI Disruption
Women are on the front line of AI disruption, especially in communications, marketing, content, and other roles built on critical thinking, writing, and judgment. In this episode, Gini Dietrich unpacks Alex Karp’s comments about AI reducing the power of highly educated, often female professionals, what that reveals about who is most vulnerable as AI scales, and why this is a power problem as much
Hustle Culture, AI, and the Cost of Shallow Thinking
On this week’s Spin Sucks podcast episode, Gini Dietrich explores how hustle culture trained us to confuse keeping up with actually understanding, why the performance of consumption is not the same thing as thinking, and what communicators, marketers, and leaders stand to lose when everything is optimized for speed.
The PESO Model® Was Built for This Moment
The PESO Model® did not become less relevant because of AI—it became more necessary. In this episode, Gini Dietrich breaks down how AI exposed the flaws in disconnected marketing and why modern paid, earned, shared, and owned media must work as an integrated system. She also explains why certification matters for marketers who want to move from knowing the acronym to knowing how to run it.
Measuring the PESO Model® Without Losing Your Mind
Measurement isn’t math. It’s storytelling with numbers—and in a PESO Model® operating system, it’s how you prove what changed (not what you did).
In this Spin Sucks episode, Gini Dietrich breaks measurement down for marketers who would rather alphabetize their spice drawer than open a dashboard. You’ll learn the outcome-first framework behind PESO measurement, how to stop reporting outputs and ac
Why the PESO Model® Falls Apart Without Integration
Running the PESO Model®as separate tactics creates noise, not momentum. In this episode, Gini Dietrich shares what PESO Model integration really is: repeatable decisions, a stop list that prevents chaos, and a one-page integration map that keeps everything connected.
How Shared and Paid Make the PESO Model® Operating System Move
In this episode of the Spin Sucks podcast, Gini Dietrich resets what shared and paid are actually for inside the PESO Model® operating system. She covers why these two areas feel like chaos, how to define “proven signals” before you spend, and how shared and paid work together to create consistent, compounding visibility in a world shaped by communities, creators, and AI-driven discovery.
The Visibility Engine: Owned and Earned Media
In this episode, Gini Dietrich unpacks the visibility engine: Owned and Earned media working together. Owned is your home base—structured expertise built on defendable themes, repeatable authority anchors, and proof. Earned is credibility transfer—validation you can’t buy that makes your expertise easier to trust, repeat, and surface across the web (and in AI answers).
The PESO Model Certification® is Now Built for AI Discovery
AI has changed discovery. Your audience is getting answers without clicking, and “post here, pitch there, boost this” doesn’t just feel scattered—it performs scattered. Gini Dietrich walks you through the 2026 PESO Model® Certification, rebuilt to help marketers and communicators run PESO as an operating system and engineer visibility, credibility, and trust across paid, earned, shared, and owned
Corporate Communications and the Cost of Silence
A powerful image out of Minnesota keeps resurfacing: federal agents inside a Target store, terrorizing employees and customers. Just the mere image collapses everything into the questions people are asking in real time: Am I safe at work? Am I safe while shopping?
When leaders respond with silence or vague calls for “de-escalation,” they create a vacuum filled by fear, rumor, and the message they
AI Comments Don’t Build Relationships
We’ve been told the growth strategy is simple: comment a lot, get noticed, build relationships, and win customers. But when busy professionals outsource those comments to AI, engagement turns into performance—and buyers can tell. In this episode, Gini Dietrich shares the “trust math” behind why AI comments backfire, how they create reputation debt, and what to do instead.
A PESO Model® Primer for Marketers and Communicators
The PESO Model® isn’t outdated—but many implementations are. In this episode, Gini Dietrich explains how the PESO Model has evolved from a framework into a marketing operating system designed for today’s reality: fewer journalists, more creators, AI-driven discovery, fragmented trust, and rising expectations for measurement.
Publicity Is Dead. PR Is Not.
Sir Martin Sorrell said, “PR is dead.” The PR industry responded. And the real issue isn’t whether he’s right—it’s why that line even sounds believable to leadership.
In this episode, Gini Dietrich separates publicity from PR, unpacks why executives often treat PR as a replaceable distribution channel, and explains what modern PR actually does in 2026: it builds credibility that compounds, educat
The PESO Model® in 2026: Evolved, Operational, and Built for the AI Era
The PESO Model® has evolved—and that evolution matters more than ever in 2026.
As AI accelerates execution and marketing teams are asked to deliver more with fewer resources, the real challenge isn’t whether to use AI. It’s whether your organization has a system strong enough to govern it.
In this episode, Gini Dietrich explains how the PESO Model has evolved from a framework into an operating s
The Visibility Engineering Metrics That Predict Demand
Most visibility programs fail because teams don’t know what to measure—or they measure too much, too late.
In this final episode of the Visibility Engineering series, Gini Dietrich breaks down three simple metrics that tell you whether your work is driving real pre-pipeline demand. No dashboards. No spreadsheets. Just signal.
How to Use Proof-First Social to Engineer Visibility
You’ve built your anchor hubs, clarified your experts, and added external proof. Now Gini Dietrich shows you how to put your credibility into circulation—not by posting more, but by boosting only what your audience proves they value.
This is the week visibility engineering shifts from theory to traction. Tune in and learn how to let your audience show you exactly what to amplify.
Building Corroboration Loops to Power Your Visibility Engineering
Saying “we’re the leading provider” isn’t a strategy. Corroboration is.
In this episode, Gini Dietrich explores how to build corroboration loops—the external proof points that show up in trade outlets, creator newsletters, podcasts, and partner channels, and all lead back to your best content.
If you’re a senior marketer or communicator trying to move beyond vanity metrics and random thought lea
AI Looks for Author Footprints First
Does your website read like a committee of ghosts wrote it? Logos, vague promises, stock photos—and no real humans your audience can actually trust?
In this episode of the Spin Sucks Podcast, Gini Dietrich introduces author footprints: a simple way to turn your internal subject-matter experts into visible, credible sources for both humans and AI.
The Fastest Path to Engineering Your Brand’s Visibility
Most buying happens before a call—so if you’re not answering buyer questions up front, the algorithms (and the humans) move on. Gini Dietrich provides a no-fluff visibility engineering sprint to help you prepare for a January launch.
How to Make Your Brand the Obvious Answer with Visibility Engineering
Most of the decision happens before sales. In this episode, Gini Dietrich breaks down Visibility Engineering and how to use the PESO Model© to build anchor hubs that become the safest thing to cite, earn analyst/AI reuse, and measure results. You’ll leave with a copy-and-paste Anchor Hub outline and a 30-day action plan.
How to Measure Brand Awareness, Trust, and Reputation
In a collapsed-funnel world, “action-oriented” isn’t a button—it’s a byproduct of trust. Today, Gini Dietrich digs into how reputation becomes rank (and revenue), the metrics that prove it, and a simple PESO Model© sequence to lower your cost to convert.
Share this episode with a friend, exec, or client who’s stuck debating brand vs. performance.
Handling the “AI Discount” Question from Clients
AI collapsed drafting time—but clients still buy certainty: accuracy, brand safety, and results.
In this episode, Gini Dietrich lays out a practical playbook to stop itemizing hours and start contracting standards, so you keep fees (and win bigger scopes) in the AI era.
In this episode, you’ll learn:
How to explain “AI speed” without triggering a discount
The 10 clauses to codify sta
How to Manage Your Brand on the Dead Internet
The internet isn’t dead—it’s haunted. This week, Gini Dietrich explores the “dead internet” theory and why bots now outnumber humans online, which changes how we plan, measure, and defend our brands.
You’ll learn how to replace vanity metrics with human signals, ship proof-of-work content (original data, named experts, receipts), add provenance to your media, and rewire your PESO Model for verif
How to Prepare for a Bot-Created Crisis
Synthetic sparks, real fires.
Gini Dietrich unpacks how bot-created boycotts inflate “consensus,” jump to real influencers, and turn into costly crises.
This episode gives you a practical, hour-one playbook: capture an authenticity snapshot, choose your lane, debunk without oxygen via a single owned explainer, and use paid/shared/earned intentionally.
She also covers the fast tells of inauth
The Case for a Marketing Operating System
In today’s episode, we put you in the boardroom and show exactly why the current stack can’t answer the ROI question—then we install an operating system.
What you’ll learn:
• The ~$500B blind spot: marketing without an OS
• How a PESO Model© OS creates clarity, efficiency, and revenue attribution
• The cost of waiting (and what early adopters are seeing)
• A Boardroom Checklist you can us
How the PESO Model© Helps You Avoid AI Bubble Burnout
Generative AI is sliding into the “Trough of Disappointment.” The Atlantic is warning of an AI bubble. And if you’re a CMO chasing disconnected AI pilots without a plan, you could be next.
In this episode, Gini Dietrich explains why PESO isn’t just a model—it’s the operating system that prevents AI from becoming another overhyped, underperforming fad.
You’ll learn:
Why CMOs keep getting bur
Why Pharma Needs the PESO Model© Now
Ten billion dollars in pharma advertising just got a whole lot less effective. With Trump’s new memo cracking down on DTC ads—TV, social, digital, influencers, even online pharmacies—your pipeline may be at risk.
In this episode of the Spin Sucks Podcast, Gini Dietrich explains why disclosure-heavy ads will crush acquisition costs, how competitors are already shifting to PESO Model® strategies, a
The Visibility Engineer’s Manifesto
For too long, marketing and communications have been judged by clicks, impressions, and vanity metrics. But those numbers don’t move a boardroom.
Executives talk about pipeline, revenue, market share, and shareholder value. If your work isn’t tied to those outcomes, you’re invisible where it matters most.
In this episode of the Spin Sucks Podcast, Gini Dietrich introduces The Visibility Enginee
Meet Your New Buyer Persona: ChatGPT (And Its Friends)
For decades, we’ve built personas around titles, demographics, and buyer journeys. But today, your most important persona doesn’t have a job title—it has an algorithm.
In this episode, Gini Dietrich explains why AI platforms like ChatGPT, Gemini, and Perplexity are no longer just tools—they’re the gatekeepers shaping your category.
You’ll learn:
Why AI personas are necessary today
How
Structured Trust Is the New Currency of Reputation
Your reputation isn’t just what people say anymore—it’s what machines decide is true.
In this episode of Spin Sucks, Gini Dietrich explains why structured trust is the new currency of reputation—and how AI tools are already encoding your brand. If your data is inconsistent, outdated, or missing, you’re invisible (or worse, misrepresented).
She covers what structured trust actually means (and why
Using the PESO Model© as Your Marketing Operating System
On this week’s Spin Sucks podcast, Gini Dietrich digs into IBM’s new CMO Revolution study and what it means for the future of marketing leadership. The report makes one thing clear: the next decade won’t belong to the marketers with the biggest budgets. It will belong to the CMOs with operational courage—those willing to dismantle outdated systems and rebuild for an AI-powered marketplace moving a
GEO, Trust, and the PESO Model: Why It Still Works (and What’s Changed)
PR is powering AI visibility—and communicators are more essential than ever.
In this episode of the Spin Sucks podcast, Gini Dietrich breaks down how brand mentions, structured trust signals, and consistent PESO execution are shaping whether your brand shows up in AI-generated answers. The tools may have changed, but the strategy? Still rock solid.
You’ll walk away with:
A more clear under
Why Comms Pros Are the New Visibility Engineers
Your job title hasn’t changed. But your responsibilities have.
In today’s episode of the Spin Sucks podcast, Gini Dietrich breaks down what it means to be a Visibility Engineer—and why communications pros are now at the center of AI-driven brand discovery.
You’ll learn:
Why 95% of AI citations come from non-paid sources (and how to get yours included)
How to translate traditional comm
Why Speed Matters in Crisis Comms: Lessons from a Kiss Cam Gone Viral
What do you get when you combine a Coldplay concert, a viral Kiss Cam moment, a silent startup, and Gwyneth Paltrow?
A crisis communications case study for the ages.
In this episode of the Spin Sucks Podcast, Gini Dietrich breaks down the real-time brand meltdown sparked by a now-infamous Kiss Cam and what every comms pro can learn from it.
You'll learn why timing is everything, how to prevent
Invisible to AI = Invisible to Customers: The New Discoverability Crisis
AI doesn't see you if your marketing content is brilliant but disconnected. And if AI doesn’t see you, neither do your customers.
In this episode of the Spin Sucks podcast, Gini Dietrich unpacks the discovery crisis—how AI is quietly reshaping the buyer journey, and what it means for brands that haven’t integrated their content strategies. Spoiler alert: the old SEO playbook won’t cut it.
Join
In the Age of AI Search, PR Holds the Keys to Visibility
Generative AI search is rewriting how people find, trust, and engage with information—and communicators are uniquely positioned to lead in this new world.
In this episode, Gini Dietrich breaks down why authoritative mentions, trust, and brand signals—PR’s bread and butter—are now the currency of visibility in an AI-first world.
If you’re ready to stop chasing algorithms and start building durable
How to Implement the PESO Model© in a Zero-Click, Zero-Share World
If audiences have fragmented attention and trust is harder to earn, what do you need to do?
You don't need to burn it all down. It's about aligning your strategy to what works now. Gini Dietrich discusses how you can adapt the PESO Model© to function in a zero-click, zero-share world and how to structure your strategy for discover, trust, and measurable traction.
Why the PESO Model© Still Wins in the Age of Zero Click and Zero Share
Remember when clicks, shares, and impressions were reliable measures of success? Those days are gone.
In this episode, Gini Dietrich breaks down why AI-generated answers, algorithm-controlled feeds, and private, hidden sharing have fundamentally changed how audiences discover and trust your content.We’re living in a zero-click, zero-share, zero-visit world—and traditional marketing tactics are
How to Train Your Communications Strategy
What does it mean to work smarter not harder when it comes to your communications strategy? Often a 'more is more' strategy feels like the way to go - adding content and tasks and tactics, but you'll get much better results if you focus on alignment instead of addition, and that's what Gini Dietrich is talking about this week on the Spin Sucks Podcast.
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Turn Chaos into Order with The PESO Model©
The expectations for marketing and communications teams are higher than ever, and old systems aren't going to cut it. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how the PESO Model© turns disconnected tactics into aligned strategy, vanity metrics into business results, and overwhelmed teams into confident, focused operators.
Drawing the Line Between Helpful Automation and Dangerous Delegation
It seems like AI content is everywhere these days - in your inbox, on LinkedIn - even in major publications. And for all the many amazing ways AI can help make you more effective, it needs to be supervised. Closely. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to walk the line between getting value out of AI tools, and losing the credibility you've worked so
Be a Business Partner, Not a Vendor
In an environment that is constantly changing, you need to make sure that you are in partnership with your clients, and providing the strategy and insight they need to grow. This week on the Spin Sucks Podcast, Gini Dietrich is walking you through exactly how to change your relationship from vendor to business parter.
Making Your Data Stories Relatable and Actionable
Last week on the Spin Sucks Podcast, Gini Dietrich shared the 4 types of data stories you need to communicate your metrics effectively. This week, she is talking about how to take those stories to the next level, and make them relatable to the decision makers you're working with.
The 4 Types of Data Stories You Need to Know
When you're in communications, you need to make data compelling, and the best way to do that is through stories. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the 4 types of Data Stories you need to be able to tease out and share.
Creating the Story Your Numbers Are Telling
Do you know if your client's business is moving forward with all the data collected? This week on the Spin Sucks Podcast, Gini Dietrich is talking about how you can take your client's data and uncover the why behind the number by asking the questions they haven't asked yet.
How to Measure Outcomes, Not Just Activity
The PESO Model© will help you build an integrated communications strategy, but if you're not measuring the right things - the outcomes it's creating - then you're going to have a hard time proving it. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how to stop measuring your activity, and start putting some real numbers around the outcomes you're creating.
The PESO Model©: It's All About Integration
Doing a little bit of everything - picking and choosing tactics - is NOT using the PESO Model©. This week on the Spin Sucks Podcast, Gini Dietrich is talking about the real power of the model: the integration. When you have a fully integrated PESO Model© strategy, then you have a replicable system that works in your sleep, with each element re-inforcing all of the others, and *that* will never be
Rethink, Refine and Future Proof Your Communications Strategy
As economic uncertainty and the pace of technological change increases around the world, the communications plans you made late last year might already need an update. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking you through how you should be reviewing and updating your communications plans in light of this constantly changing environment.
The Evolution and Elevation of the PESO Model©
A lot has changed since the PESO Model© was first released in 2014 - marketing and communications have all seen massive change - but the model has been there through it. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing the evolution and elevation of the PESO Model, so that the marketing communications professionals who use it continue to be the best of the best in the ind
What AI Can Do and Why it Can't Replace You
AI adoption in the PR industry has been huge, but you're not at risk of being replaced. AI is taking over the work that ultimately, we don't want to be doing, and on today's episode of the Spin Sucks Podcast, Gini Dietrich is sharing exactly how to get started, and where your human touch is, and will remain, needed.
The Enterprise Integration Gap
When customer journeys are non-linear, and happening around the world, a one-size fits all approach to marketing an communication just doesn't work - but picking and choosing individual tactics from the PESO Model© won't fix the problem - you need a whole strategy.
This week on the Spin Sucks Podcast, Gini Dietrich is talking about how large organizations operating internationally can fill that ga
[Replay] The 5 Kinds of Stories You Need to Tell
Being a good communicator means being able to effectively tell stories - that is what helps you build trust and relationships. On today's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the stories that work best in business and how you can get comfortable telling them.
The Shift In Thinking That Creates Strong Brand Stories
Most brand stories miss the mark becuase they're focused on the wrong thing, don't resonate with the intended audience, or lack consistency accross different channels. But there is a way to do it right, and that's exactly what Gini Dietrich is sharing this week on the Spin Sucks Podcast.
[Replay] Winning Business without Proposals
Requests for Proposals are the bane of many agency's existence, and although they're popular, they're rarely the best way to stary a new professional relationship. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about a better way to position yourself as an expert and get new business without the proposals.
Vertical Stories Need to be on Your Radar
You've seen them on TikTok, Instagram, Facebook and YouTube - they're an increasingly popular and important method of connecting with the people interested in the companies you represent. On this week's episode of the Spin Sucks podcast, Gini Dietrich is talking about how to use this format, and how to integrate it into your PESO Model© strategy.
The New AI Search Reality
If AI is stopping people from clicking through to websites - what is the end goal for our PR work? That's what Gini Dietrich is exploring on this week's episode of the Spin Sucks Podcast: the challenges, the opportunities and what you should be tracking and prioritizing as the landscape keeps shifting.
Gazing into My Crystal Ball: Using the PESO Method in an AI World
Gini Dietrich dives into AI and how PR professionals are the future of marketing. She discussed the future of paid media and using paid strategies to extend your reach with valuable content with the PESO Model. The key isn't reaching the most people; it's reaching the right people.
Become an Overnight Success in Just 10 Years
Your intellectual property is the culmination of your experience, insights and proven methodologies - and you should make sure that your proprietary ideas, productized services and frameworks are unambiguously yours. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is walking you through the exact steps to take to use you IP to become an overnight success... in just 10 years.
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