The Spin Sucks Podcast with Gini Dietrich

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We're your one-stop shop for modern communications. The lines between PR, marketing, search, advertising, social, and content continue to blur, making it difficult to decide what belongs where. Rather than decide, let’s come together and work as one to grow organizations. We can change the PR industry...together.

Gini Dietrich, Founder of Spin Sucks


    • May 27, 2025 LATEST EPISODE
    • weekly NEW EPISODES
    • 12m AVG DURATION
    • 347 EPISODES

    4.9 from 59 ratings Listeners of The Spin Sucks Podcast with Gini Dietrich that love the show mention: communications, quick listen, employees, pros, trends, latest, action, step, useful, solid, tips, advice, looking forward, long, learn, always, awesome, best, love, work.


    Ivy Insights

    The Spin Sucks Podcast with Gini Dietrich is an incredibly valuable resource for anyone in the field of PR, marketing, or communications. Gini's expertise and knowledge shine through in every episode, and her ability to break down complex topics into digestible bites is truly impressive. As a 59-year-old listener, I have found her insights to be invaluable in keeping up with the latest trends and tools in the industry. Her dedication to staying on top of everything while still managing to read voraciously, cycle, and have a family is truly inspirational.

    One of the best aspects of this podcast is Gini's ability to offer timely insights that are backed by data but also infused with creativity. She strikes the perfect balance between left brain and right brain thinking, making it accessible for both analytical thinkers and creative minds. The episodes are comprehensive yet easy to understand, making them suitable for both seasoned professionals and those new to the field. Additionally, Gini's storytelling skills make each episode engaging and enjoyable.

    While it's difficult to find any major flaws in this podcast, one minor aspect that some listeners may find challenging is its length. With episodes ranging from 7-12 minutes, some may feel like they want more depth or additional examples. However, this can also be seen as a strength since it allows busy professionals to fit in a quick listen during their day.

    In conclusion, The Spin Sucks Podcast with Gini Dietrich is an absolute must-listen for anyone in the PR or communications field. Gini's expertise and practical advice will undoubtedly help professionals grow their businesses and track their success. Whether you're looking for tactical tips or strategic guidance, this podcast has it all. Don't miss out on this fantastic resource that combines intelligence, practicality, and a touch of humor - it's well worth your time investment.



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    Latest episodes from The Spin Sucks Podcast with Gini Dietrich

    The 4 Types of Data Stories You Need to Know

    Play Episode Listen Later May 27, 2025 18:30


    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

    Play Episode Listen Later May 20, 2025 14:20


    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 Measute Outcomes, Not Just Activity

    Play Episode Listen Later May 13, 2025 19:18


    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

    Play Episode Listen Later May 6, 2025 16:55


    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 achieved by choosing and deploying individual tactics.

    Rethink, Refine and Future Proof Your Communications Strategy

    Play Episode Listen Later Apr 29, 2025 16:45


    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©

    Play Episode Listen Later Apr 22, 2025 17:27


    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 industry.

    What AI Can Do and Why it Can't Replace You

    Play Episode Listen Later Apr 15, 2025 16:34


    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

    Play Episode Listen Later Apr 8, 2025 22:03


    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 gap, improve performance and bring consistency to your operation.

    [Replay] The 5 Kinds of Stories You Need to Tell

    Play Episode Listen Later Apr 1, 2025 18:15


    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

    Play Episode Listen Later Mar 25, 2025 15:35


    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

    Play Episode Listen Later Mar 18, 2025 9:46


    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

    Play Episode Listen Later Mar 11, 2025 16:04


    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

    Play Episode Listen Later Mar 4, 2025 17:58


    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

    Play Episode Listen Later Feb 25, 2025 16:00


    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

    Play Episode Listen Later Feb 18, 2025 15:56


    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.

    How AI is Changing Search - What You Need to Know

    Play Episode Listen Later Feb 11, 2025 15:56


    AI search engines, and even traditional search engines using AI are changing how people look for and find information. For communicators, this means we need to update the way we're using the PESO Model© to make sure we're getting found where people are looking. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is telling you how.

    Creating Ecosystems Around Your Opportunities

    Play Episode Listen Later Feb 4, 2025 15:45


    The magic of the PESO model is integration between the different media types. Often the lines are blurred between the elements and that means you're doing it exactly right. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to be omnipresent, and why you need to create an environment around each opportunity you have.

    Bridging the Trust Gap with the PESO Model©

    Play Episode Listen Later Jan 28, 2025 21:26


    More and more of the public have trust issues with companies and media. Gini Dietrich reviews the Annual Edelman Trust Barometer Report and how you can use the PESO Model to address trust challenges in today's communication landscape.

    Plant Your PESO Model© Tree Today

    Play Episode Listen Later Jan 21, 2025 19:56


    A mistake that companies and individuals often make with the PESO Model© is treating it like a checklist of tactics rather than what it really is - an integrated strategy. On This week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make sure you're getting all of the benefits of the system - not just a few wins here and there.

    Search in 2025 - What Communicators Need to Know

    Play Episode Listen Later Jan 14, 2025 13:47


    Search is always changing, and as communications professionals, we don't always stay up to date on the latest. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing how you should be updating your SEO strategy in 2025 to make sure that the people who need to find your content, do.

    How to Not Be Replaced by AI in 2025

    Play Episode Listen Later Jan 7, 2025 13:35


    There are things AI can do. Lots of them, in fact. But it can't do everything and it can't replace a solid communications plan and team. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how AI can enhance your PESO Model© Strategy in 2025 - complete with measurement and integration.

    The Importance of Friction

    Play Episode Listen Later Dec 17, 2024 17:01


    Competing priorities - goals and budget, immediate results and long term sustainability, efficiency and authenticity - communications is full of them. But that friction can be the source of the best, most creative and most profitable work your company does. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make sure your programs have enough friction for the magic to happen.

    Succeeding In The New Earned Media Landscape

    Play Episode Listen Later Dec 10, 2024 17:01


    Communications and PR has always been a fast-changing industry, but something that has never changed is the importance of trust, credibility and authenticity. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about what you need to think about as you work on your Earned Media strategy going into 2025.

    Winning Your Seat at the Strategic Table

    Play Episode Listen Later Dec 3, 2024 16:23


    To create a truly effective communications program, you need to understand how the organization you're working with measure success - that is going to be the foundation of how you communicate the results of your work. In this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the best ways to demonstrate the results of your work and become a part of the strategic team.

    How to Prove the Worth of Your Work

    Play Episode Listen Later Nov 19, 2024 16:59


    Linking PR and communications work directly to business outcomes has always been a challenge, but a shocking percentage of us are not using all of the tools available, or are not using them correctly, to make it easier. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how important it is to have your results tied with other key data about the business.

    Flexible Frameworks are the Key to Your Communications Success

    Play Episode Listen Later Nov 12, 2024 16:03


    The new Earned Media landscape demands a different approach than we've used in the past, and it also offers new opportunities to connect more closely with the stakeholders that matter the most. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how to make content that can be adapted and transformed for new channels.

    What is your Role in Post-Truth America?

    Play Episode Listen Later Nov 5, 2024 15:31


    If you're horrified by the very idea of a post-truth country, then you're probably thinking about what you can do to help spread the truth in your role as a communicator. Gini Dietrich is talking about how to fight the three headed monster of modern communications: misinformation, disinformation and malinformation using regular truth audits on this week's episode of the Spin Sucks Podcast.

    Telling the Truth when Lies are Everywhere

    Play Episode Listen Later Oct 29, 2024 15:30


    Disinformation is everywhere, and it reflects a fundamental shift in how information is shared. The challenge of maintaining truth in the public sphere is is more difficult - and more important - than ever. Gini Dietrich is talking about how to do it this week on the Spin Sucks Podcast.

    The Future of PR is Here

    Play Episode Listen Later Oct 22, 2024 15:38


    AI is here, and if you're not using it to make your work more efficient, you're going to be left behind. There are tools available that can help you take whole days worth of work off of your desk - and Gini Dietrich is talking about them on this week's episode of the Spin Sucks Podcast.

    You're Not going to Believe This Episode

    Play Episode Listen Later Oct 15, 2024 15:16


    The march of new AI tools continues on, and today, Gini Dietrich has another particularly interesting one to share with you. Google's NotebookLM has some functionality you have to hear to believe. That's what's happening this week on the Spin Sucks Podcast.

    What To Do When the Expert Doesn't Want to Talk To You

    Play Episode Listen Later Oct 8, 2024 14:24


    Sometimes you're asked to create content based on a subject matter expert who... doesn't actually have the time or desire to talk to you. This can be a recurring (and common!) problem and on this week's episode of the Spin Sucks Podcast Gini Dietrich is sharing a secret that makes it a lot easier. (Check out Leaps and use the code SpinSucks10 for an extra-long free trial and a 10% discount)

    Let's Make This Official...ly Certified

    Play Episode Listen Later Oct 1, 2024 15:31


    More and more companies are requiring certification in the PESO Model© for new roles, and on this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how you can get yours.

    Growth Hacks for Quick Wins in Communications

    Play Episode Listen Later Sep 24, 2024 14:53


    A 'growth hack' is a creative, low-cost strategy to quickly increase brand awareness, stay top of mind and even acquire customers. Gini Dietrich is sharing several, and how to use them so you can create some wins while you work on your longer term strategy this week on the Spin Sucks Podcast.

    Are you Creating the Best Content on the Earth for Your Topic?

    Play Episode Listen Later Sep 17, 2024 14:22


    If the answer is yes, then you don't have to worry about the next era of search. If the answer is no, you have some work to do, and that's what Gini Dietrich is talking about on this week's episode of the Spin Sucks Podcast.

    Don't Negotiate Against Yourself

    Play Episode Listen Later Sep 10, 2024 15:50


    It can often be difficult to stand by higher prices, negotiate higher salaries and to say no when a deal isn't in your favor, but these are critical skills that everyone - especially the next generation of women need to advance their businesses or careers. This week on the Spin Sucks Podcast, Gini Dietrich is talking about why it's so important, and how to be a mentor to newer professionals in the industry.

    Why You Can't Be Replaced by AI

    Play Episode Listen Later Sep 3, 2024 13:07


    Sometimes when someone gets really excited about the (considerable!) possibilities of AI, they might start thinking about replacing their current marketing and communications support. Hopefully, they'llquickly learn why you can't replace real expertise with AI, and this week on the Spin Sucks Podcast, Gini Dietrich is explaining why.

    Why You Need to Make Time to Read Every Day

    Play Episode Listen Later Aug 27, 2024 12:01


    It can feel impossible to devote time every day to reading and keeping up to date on what is happening in the world and your industry - but having information and an understanding of what is going on lets you provide good advice and make good recommendations to your clients. This week on the Spin Sucks Podcast, Gini Dietrich is making the case for reading every single day.

    It Isn't Always Easy - Even When It Works

    Play Episode Listen Later Aug 20, 2024 15:35


    While the PESO model is the most effective way to create and track successful PR campaigns - it isn't always easy to implement. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the 5 most common struggles communicators find in rolling it out.

    Get Paid What You're Worth Every Time

    Play Episode Listen Later Aug 13, 2024 23:34


    Sometimes when you quote a price the reaction is less than enthusiastic. Just because you get a little pushback doesn't mean you should back down, however. This week on the Spin Sucks Podcast, Gini Dietrich is talking about pricing your services based on the value you're providing - not just the time you're spending.

    You Really Don't Need an RFP

    Play Episode Listen Later Aug 6, 2024 15:07


    A request for proposals might still be a common way to hire a new agency, but it's far from the best one. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the considerable disadvantages that come from using the RFP method to find a new strategic partner.

    Communications Is a Marathon, Not a Sprint

    Play Episode Listen Later Jul 30, 2024 13:05


    There are no overnight successes in the Olympics or business. There are years of blood, sweat, and tears before success. Gini Dietrich points out that communications is a marathon, not a sprint, and shares key points in establishing a communications program that works for the long haul.

    All Right, Let's Talk About Talking About Politics

    Play Episode Listen Later Jul 23, 2024 12:50


    Recently, Sticker Mule's Co-founder sent an expressly political email to the entire customer base of the company and then doubled down on the company X account. Whatever your political strip, there are messages that belong on company accounts and some that don't. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about what kind of messaging belongs where, and how to be ready to communicate in a crisis.

    PR is Evolving, Not Dead

    Play Episode Listen Later Jul 16, 2024 12:07


    The media environment is shifting and more brands are keeping a closer hold on their own narratives which means that PR pros need to adjust their approach. Gini Dietrich is talking about the new reality of Earned Media and how you can evolve with it on this week's episode of the Spin Sucks Podcast.

    It's All About the Prompt

    Play Episode Listen Later Jul 9, 2024 15:09


    If you try to use an AI tool for a complex or creative task, you might be disappointed by the initial results, but as often as not, that is the fault of the prompt more than the LLM. On this week's episode of the Spin Sucks Podcast Gini Dietrich is talking about how the different AI platforms perform and how to provide enough training and context to get usable results.

    Planning for an AI Future

    Play Episode Listen Later Jul 2, 2024 13:45


    What would you do if you didn't need to work to make a living? We may not be there yet - and we don't really know how the technology will develop - but there's no harm imagining a future where most of the labor is done by machines! Gini Dietrich talks about planning for the future that AI may be creating on this week's episode of the Spin Sucks Podcast.

    Celebrating 300 Episodes!

    Play Episode Listen Later Jun 25, 2024 20:49


    Gini brings in her first-ever guests! Gini's husband, Kelly, joins Gini to discuss his entrepreneurial and marketing journey with his company, National Democratic Training Committee. Tune in for guest, Allison (Kelly and Gini's daughter)!

    What Has AI Done For You Lately?

    Play Episode Listen Later Jun 18, 2024 10:39


    Right now a lot of communications professionals are more focused on what AI can't do than what it can. In this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about why you should be getting a handle on AI's capabilities and making sure your own stay relevant.

    Conducting a Symphony of Robots

    Play Episode Listen Later Jun 11, 2024 16:47


    Chris Penn once told Gini Dietrich that as AI tools develop, the role of communicators will be one of conducting a symphony of robots, designing and coordinating work from different sources for specific outcomes. That day is near, if it isn't here already and that's what we're talking about today on the Spin Sucks Podcast.

    The PESO Model: Where To Start?

    Play Episode Listen Later Jun 4, 2024 11:54


    The most common question Gini Dietrich is asked about the PESO model is how to start implementing it. This week on the Spin Sucks Podcast she is talking about starting with the most important element of the model, Owned, and building a campaign around it.

    Big Changes in Generative Search - What It Means For Your Content

    Play Episode Listen Later May 28, 2024 12:34


    Generative search is going to be affecting SEO sooner rather than later - but the foundations don't change - using your content to share your Experience, Expertise, Authority and Trust is still going to be the best thing you can do to make sure your content gets found. Gini Dietrich is talking abut the changes you do and don't need to make on this week's episode of the Spin Sucks Podcast.

    The PESO Model© for Higher Ed, Comms Pros, and Business Leaders

    Play Episode Listen Later May 21, 2024 10:48


    Gini Dietrich has a vision about making the field of marketing and communications a better, more effective place with a shared understanding of how ROI is created and measured - and she's got a plan for how to make it happen. She's talking about it this week on the Spin Sucks Podcast.

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