Podcast appearances and mentions of gini dietrich

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Best podcasts about gini dietrich

Latest podcast episodes about gini dietrich

PR 360
Best of PR 360: Gini Dietrich of Spin Sucks

PR 360

Play Episode Listen Later Jul 30, 2025 23:09


On this special edition of PR 360, we're revisiting a standout episode that perfectly captures what we aim to do with the show. It's a March 2024 interview with Gini Dietrich, founder of the influential Spin Sucks blog and author of Spin Sucks: Communication and Reputation Management in the Digital Age. This episode checks all the boxes—it's fun, insightful, and packed with valuable takeaways on thought leadership, the evolution of Spin Sucks from a blog into a movement, and even Gini's take on why Taylor Swift is a brilliant marketer.Key Takeaways:- The Spin Sucks story- Why thought leaders should be bold- Why Gini loves AIEpisode Timeline:2:40 How to come up with podcast ideas4:00 Why is Taylor Swift a great marketer?5:40 How Spin Sucks grew from a blog to a movement7:40 Why ethics is the backbone of Spin Sucks9:50 How to define results with a client11:00 The PESO model13:50 The importance of creating authority and trust14:40 Gini on thought leadership17:40 Gini's thoughts on AIThis episode's guest:· Gini Dietrich on LinkedIn· The Spin Sucks websiteSubscribe and leave a 5-star review:https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening! Hosted on Acast. See acast.com/privacy for more information.

The Spin Sucks Podcast with Gini Dietrich
Invisible to AI = Invisible to Customers: The New Discoverability Crisis

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jul 29, 2025 26:17


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 the Spin Sucks Community for deeper discussions: ⁠https://spinsucks.com/spin-sucks-community⁠  Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.

The Marketing Companion
Attention Economy 2.0

The Marketing Companion

Play Episode Listen Later Jul 28, 2025 26:56


Gini Dietrich is a well-known thought leader, author, and entrepreneur in the corporate communications space. Her PESO marketing framework has become a standard framework for PR and marketing professionals. In this episode, Mark Schaefer's special guest host talks about how the model has evolved in an era where consumer attention "acts differently." She also discusses how she is aggressively integrating AI in her client relations practices. 

Destination On The Left
437. Paid Media Tactics That Work in Travel and Tourism, with Colleen Senglaub

Destination On The Left

Play Episode Listen Later Jul 23, 2025 35:18


On this episode of Destination on the Left, I talk with Colleen Senglaub, Digital Account Manager at TAP, for the first installment of a four-part series exploring the PESO Model—a foundational framework for integrated marketing plans in travel, tourism, and hospitality. We dig into the “P” of PESO—Paid Media. Colleen shares her expertise on digital advertising, breaking down today's must-have channels, including Meta (Facebook and Instagram), Google, programmatic, and connected TV campaigns. They also touch on emerging platforms like Pinterest and TikTok, offering fresh ideas for reaching key audiences. What You Will Learn in This Episode: How Colleen develops paid digital marketing plans using the PESO model and why this strategic framework helps destinations choose the right mix of paid, earned, shared, and owned tactics Why goal-setting and understanding your audience are foundational before selecting digital advertising channels and campaign types What considerations go into selecting paid media channels, including Meta (Facebook/Instagram), Google, programmatic connected TV, Pinterest, and TikTok, and why asset type and audience preference play a critical role How audience targeting and campaign automation are evolving (especially on Meta), and why maintaining control over audience selection is more important than ever What retargeting is in digital advertising, how it can be used effectively for tourism marketing, and why monitoring ad frequency matters for guest experience How to approach measurement, including setting the right KPIs, using industry benchmarks, and making ongoing campaign optimizations to ensure campaign success Maximizing Your Travel Marketing Impact with the PESO Model: Paid Media The PESO Model, developed by Spin Sucks founder Gini Dietrich, offers a holistic structure for integrated marketing. Of the four PESO pillars, paid media encompasses any tactic that requires a direct investment to capture attention. As Colleen Senglaub explains, this includes everything from digital campaigns (social ads, Google search, display, programmatic, and connected TV) to traditional placements like billboards and print, along with sponsored content and trade show activations. The key to successful paid media is intentionality. Marketers should analyze both the needs of their destination and the motivations of their target audience, choosing only the channels best equipped to deliver on their specific business goals. Channels to Consider in the Modern Mix Choosing where to focus isn't about following flashy trends—it's about aligning with your destination's unique goals and audiences. As Colleen says, every decision should connect back to core campaign objectives—are you trying to drive web visits, capture leads, or expand your newsletter reach? Who is your ideal traveler, in terms of age, interests, and location? A well-aligned strategy might mean an integrated mix, like for TAP's Baseball Hall of Fame campaign, which blended Meta, Google, TikTok, and CTV, thoughtfully timed to coincide with the launch of a new exhibit and the availability of assets. Emerging Channels and Creative Asset Considerations Don't overlook evolving channels. Pinterest, for example, wields unique influence over women-led travel planning, while TikTok is a powerhouse for reaching Gen Z, who increasingly look to social platforms instead of Google for travel inspiration. But succeeding on new channels requires the right creative approach. TikTok demands fun, vertical, trend-aligned videos, whereas Instagram and Meta perform better with a thoughtful mix of sizes and styles. Marketers should aim to capture assets in multiple formats upfront, future-proofing their campaigns for every channel. Resources: Website: https://travelalliancepartnership.com/ LinkedIn Personal: https://www.linkedin.com/in/colleen-senglaub/ LinkedIn Business: https://www.linkedin.com/company/tapintotravel/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

The Spin Sucks Podcast with Gini Dietrich
In the Age of AI Search, PR Holds the Keys to Visibility

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jul 22, 2025 14:10


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 visibility, this episode is for you. Join the Spin Sucks Community for deeper discussions: https://spinsucks.com/spin-sucks-community  Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.

The Spin Sucks Podcast with Gini Dietrich
How to Implement the PESO Model© in a Zero-Click, Zero-Share World

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jul 15, 2025 21:07


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.

The Spin Sucks Podcast with Gini Dietrich
Why the PESO Model© Still Wins in the Age of Zero Click and Zero Share

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jul 8, 2025 17:44


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 losing visibility fast. But here's the good news: you don't need a shiny new framework to navigate this shift. You need to evolve your PESO Model® strategy to reflect how trust and attention work in 2025.

The Spin Sucks Podcast with Gini Dietrich
How to Train your Communications Strategy

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jul 1, 2025 20:40


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.

The Spin Sucks Podcast with Gini Dietrich
Turn Chaos into Order with The PESO Model©

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jun 24, 2025 22:50


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.

The Spin Sucks Podcast with Gini Dietrich
Drawing the Line Between Helpful Automation and Dangerous Delegation

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jun 17, 2025 18:31


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 hard to build.

The Spin Sucks Podcast with Gini Dietrich
Be a Business Partner, Not a Vendor

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jun 10, 2025 21:13


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.

The Spin Sucks Podcast with Gini Dietrich
Making Your Data Stories Relatable and Actionable

The Spin Sucks Podcast with Gini Dietrich

Play Episode Listen Later Jun 3, 2025 17:17


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 Spin Sucks Podcast with Gini Dietrich
The 4 Types of Data Stories You Need to Know

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Creating the Story Your Numbers Are Telling

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
How to Measute Outcomes, Not Just Activity

The Spin Sucks Podcast with Gini Dietrich

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 Spin Sucks Podcast with Gini Dietrich
The PESO Model©: It's All About Integration

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Rethink, Refine and Future Proof Your Communications Strategy

The Spin Sucks Podcast with Gini Dietrich

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.

Transformative Leadership Conversations with Winnie da Silva
The Money Mindset Shift with Gini Dietrich

Transformative Leadership Conversations with Winnie da Silva

Play Episode Listen Later Apr 23, 2025 38:00


"You cannot negotiate against yourself. Ask questions, gather data, be prepared—but don't assume the answer before you even start the conversation." - Gini DietrichWhat if the thing holding you back from making more money… is you? In this episode of Transformative Leadership Conversations, I'm chatting with Gini Dietrich, a seasoned PR pro and the founder of Spinsucks. Gini's not just a business owner, she's someone who's learned the hard way about money, confidence, and leadership.From a tough start to building an incredible business, Gini's story is a testament to what happens when you get real about your value—and how so many of us (especially women) hold ourselves back from truly owning it. If you've ever second-guessed your pricing, been nervous to ask for a raise, or just don't know how to explain your value to others—this episode is for you.You'll hear us discuss:It's not just numbers, it's mindset: A big part of negotiation skills is about your confidence—and often, fear. Gini talks about why it's important to learn how to overcome this, to get paid what you are worth.It's not just numbers and mindset, it's also about the right formula: Pricing isn't some mysterious or random guess—it's about knowing your costs and the profit you want to make. Gini explains how the correct price is actually calculated by factoring in your expenses plus the profit you aim for, and why you need to treat your rates as an evolving process, not a static figure.Confidence is a muscle: Whether you're running your own business or climbing the corporate ladder, confidence isn't automatic. Gini shares how building financial confidence is something you have to work at, constantly.Stop negotiating against yourself: So many of us do this without realizing it! Gini talks about the hidden ways we sabotage ourselves before we even sit down for that important conversation with a boss or client—and how to stop that cycle.Keep it professional: When you're asking for more—whether it's a raise or a new project—don't bring in personal stuff like credit card debt. Gini's advice? Stick to the value you bring to the table, not what you need to solve personal problems.Focus on the value, not the ‘deserve' factor: We often approach negotiations by asking, “Why do I deserve this?” Gini flips the script and explains why it's all about showing your boss, your clients, or even yourself, how much value you're adding.Data, data, data: You need to be armed with the facts when it comes to negotiating. Gini shares why doing your research and having the numbers to back up your requests is so critical to making your case.This isn't just for business owners: Even if you don't run your own company, this conversation is packed with practical advice for anyone looking to take charge of their career and negotiate for what they're worth.ResourcesGini Dietrich on Spin Sucks | LinkedInWinnie da Silva on LinkedIn | On the Web | Substack | Email - winnie@winnifred.org

The Spin Sucks Podcast with Gini Dietrich
The Evolution and Elevation of the PESO Model©

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
What AI Can Do and Why it Can't Replace You

The Spin Sucks Podcast with Gini Dietrich

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 Spin Sucks Podcast with Gini Dietrich
The Enterprise Integration Gap

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
[Replay] The 5 Kinds of Stories You Need to Tell

The Spin Sucks Podcast with Gini Dietrich

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 Spin Sucks Podcast with Gini Dietrich
The Shift In Thinking That Creates Strong Brand Stories

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
[Replay] Winning Business without Proposals

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Vertical Stories Need to be on Your Radar

The Spin Sucks Podcast with Gini Dietrich

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 Spin Sucks Podcast with Gini Dietrich
The New AI Search Reality

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Gazing into My Crystal Ball: Using the PESO Method in an AI World

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Become an Overnight Success in Just 10 Years

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
How AI is Changing Search - What You Need to Know

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Creating Ecosystems Around Your Opportunities

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Bridging the Trust Gap with the PESO Model©

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Plant Your PESO Model© Tree Today

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Search in 2025 - What Communicators Need to Know

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
How to Not Be Replaced by AI in 2025

The Spin Sucks Podcast with Gini Dietrich

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.

PR 360
2024: The Year in Thought Leadership

PR 360

Play Episode Listen Later Dec 18, 2024 23:37


Thought leadership was a significant theme on "PR 360 " throughout 2024. So, to close out the year, we gathered insights on the subject from a diverse group of guests from every facet of the PR industry. Recognizing that we can all use some help expressing our ideas, we've compiled 10 of our favorite tips and tactics to help inspire even better thought leadership throughout the PR and beyond in 2025.Key Takeaways:- What thought leadership means to 10 "PR 360" guests- How to be a better thought leader- Things thought leaders get wrongEpisode Timeline:2:10 April White, CEO and founder of Trust Relations3:20 Louis K. Gump. president of Cambian Solutions5:20 Gini Dietrich, founder of the influential Spin Sucks blog8:40 Amanda Proscia, COO and Co-Founder of Lightspeed Public Relations/Marketing10:00 Grace Keith Rodriguez, CEO of Caliber Corporate Advisers12:10 Dominick Miserandino, founder of TheCelebrityCafe.com14:00 Dana Maruffo, Senior Manager of Global PR and Communications for BigCommerce17:00 Jacqueline Long, President of Evins PR18:45 Amy Jackson, founder of TaleSplash21:10 Ekaette Kern, CEO and Head of Brand Consulting at TENET ConsultancySubscribe and leave a 5-star review: https://pod.link/1496390646Contact Us!• Join the conversation by leaving a comment!• Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening! Hosted on Acast. See acast.com/privacy for more information.

The Spin Sucks Podcast with Gini Dietrich
The Importance of Friction

The Spin Sucks Podcast with Gini Dietrich

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.

The Dan Nestle Show
Spin sucks, The PESO Model is the answer, and AI can help - with Gini Dietrich

The Dan Nestle Show

Play Episode Listen Later Dec 13, 2024 61:48 Transcription Available


Walk into any PR conference these days, and it's all but guaranteed that you'll see a session or two about how communicators can effect real business impact. Panelists and speakers talk about how we can earn a seat at the table (even though we often have one) and get taken more seriously as business partners by "aligning with the business strategy" and "bringing measurement discipline" to "demonstrate the ROI of Communications." But then you (some of you) go back to your office, and the very executives you're trying to partner with ask you to "make this sound better" or "add some positivity" or--even worse--"can you spin this?" Spin, the bane of PR and the root cause of so much distrust, still infects our profession. But if you're an ethical communicator with the right set of tools, you'll confidently stand firm when you decline to "spin" and instead communicate with integrity and transparency. In this episode of The Trending Communicator, host Dan Nestle sits down with agency CEO, prolific writer, in-demand speaker, and overall PR powerhouse Gini Dietrich. The author of Spin Sucks: Communication and Reputation Management in the Digital Age, founder of the Spin Sucks blog and community, and creator of the influential PESO Model, Gini has been a trailblazer in the communications profession and an advocate for transparent and ethical communication practices, and done more than most in steering the industry away from the damaging concept of "spin." Dan and Gini discuss the critical role of the PESO Model in strategic communications, breaking down its components—Paid, Earned, Shared, and Owned media—and how they integrate to create measurable, impactful results. Gini shares her insights on the importance of building trust and authority in a post-truth world, where misinformation and disinformation are rampant. They also dig into how AI will become even more central to the communications field. Gini reveals how AI tools are enhancing productivity, offering new ways to manage content creation, data analysis, and strategic planning. From leveraging AI for content development to using it as a virtual assistant, Gini provides practical examples of how technology is reshaping the way communicators work. Whether you're a seasoned PR professional or new to the field, this episode offers valuable lessons on ethical communication, the significance of the PESO Model, and the integration of AI into modern PR practices. Tune in to learn how you can navigate the challenges of today's media environment and build a more authentic and trustworthy communication strategy. Listen in and hear about... The damaging impact of "spin" on the PR industry's reputation and the push for ethical communications How the PESO Model integrates paid, earned, shared, and owned media for strategic communications How media relations is evolving (or devolving) in a world where traditional media trust is declining The importance of building owned content and community to maintain control over brand messaging AI's role in enhancing productivity and efficiency across all aspects of the PESO Modeal The shift towards earning attention rather than just media hits in today's fragmented media environment   Notable Quotes On Navigating Post-Truth America: “It's funny you say that because I think we're in a world now where we live in what has been dubbed the post truth America, which sucks in and of itself. But as communicators, we have to kind of figure out how to navigate that. And part of that is you can't spin, you can't lie, you can't be unethical, you have to be extraordinarily transparent and authentic.” — Gini Dietrich [00:03:37 → 00:04:00] On Misinformation: “It's interesting how there's been such a upswell in discussions of misinformation, disinformation, mal information, information, any of the informations. So much so that, you know, I firmly believe that even the term misinformation is a kind of misinformation.” — Dan Nestle [00:04:38 → 00:04:55] On Crisis Communications: “But if there's an interpretation, then just, you know, there's gotta be some way. Look, label it as such. I know that's. That some people try. But, you know, sometimes what has been decried as misinformation is turned. Turns out to be totally true later. Or what is said to be true turns out to be, like, disinformation later. Like, it's just. It's just a mess. So we need to really be able to not only stand by what we say is misinformation or have rationale for it, but if it turns out that we were wrong, we have to come out and say we were wrong.” — Dan Nestle [00:05:55 → 00:06:31] On the PESO Model: “It's not a list of tactics. You can't just pull tactics from each media type and call it the Peso model. It's really about an integrated model that's measurable and it's measurable to the things that executives care about.” — Gini Dietrich [00:09:00 → 00:09:15] On Media Consumption: “Think about how you get your information. I mean, unless you're, unless you're 80 years old or older, you're not getting information or your news from TV anymore. You're just not.” — Gini Dietrich [00:25:29 → 00:25:44] On the Evolution of Media Relations: “We do a lot of work with universities and through our, through our certification. And one of the things that I've noticed in the last five years is that when you talk to college students about media relations or earned media, the first place they go is not traditional media ever.” — Gini Dietrich [00:24:02 → 00:24:20] On AI's Role in Content Creation: “AI is giving us time. It's giving us more time in our day. It's making us more productive. And so when we refresh the model in January, really, we Were only looking at AI from an owned media perspective. And I think that has massively changed this year.” — Gini Dietrich [00:42:44 → 00:43:00]   Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Dan Nestle | Twitter/X Gini Dietrich The PESO Model | Website Spin Sucks | Website Spin Sucks: Communication and Reputation Management in the Digital Age | Amazon.com Gini Dietrich | LinkedIn Gini Dietrich | Twitter/X   Timestamped key moments from this episode (as generated by Fireflies.ai)

The Spin Sucks Podcast with Gini Dietrich
Succeeding In The New Earned Media Landscape

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Winning Your Seat at the Strategic Table

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
How to Prove the Worth of Your Work

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Flexible Frameworks are the Key to Your Communications Success

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
What is your Role in Post-Truth America?

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Telling the Truth when Lies are Everywhere

The Spin Sucks Podcast with Gini Dietrich

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 Spin Sucks Podcast with Gini Dietrich
The Future of PR is Here

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
You're Not going to Believe This Episode

The Spin Sucks Podcast with Gini Dietrich

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.

The PR Wine Down
Gini Dietrich: Redefining PR for the Future of Media, Technology & Culture

The PR Wine Down

Play Episode Listen Later Oct 11, 2024 35:38


In this episode of the PR Wine Down, April and Laura welcome special guest Gini Dietrich! Gini is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is also the creator of the industry-famous PESO Model.   Together, they dive into Gini's impressive career and discuss the future of PR across an expanding digital landscape, including the changes brought on by the rise of AI and the challenges associated with the increasing fractionalization of the news media. Plus, in this week's PR News segment, the hosts tackle a recent news story about a Colorado man who was left behind by co-workers on a corporate hiking retreat, and had to be rescued. April and Laura break down how this incident played out in the media and discuss what this unfortunate situation reveals about workplace culture today. Follow Gini's work here: https://spinsucks.com/  Read the PR  News of the Week here: https://www.si.com/onsi/adventure/hiking-feed/colorado-man-rescued-after-being-left-behind-by-co-workers-on-hiking-retreat  Connect with Trust Relations: Have an anonymous PR horror story to share or questions you want to be answered on the show? Email us at contact@prwinedown.com. You can stream the show live at 2:00 pm ET every Saturday, on ElectroMagnetic Radio. You can also connect with Trust Relations on our website or on LinkedIn, Twitter, Facebook, and Instagram. ⁠Visit the TR website here.: https://trustrelations.agency/  Sound effects obtained from https://www.zapsplat.com. Send in a voice message here: https://podcasters.spotify.com/pod/show/prwinedown  

The Spin Sucks Podcast with Gini Dietrich
Let's Make This Official...ly Certified

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Growth Hacks for Quick Wins in Communications

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Are you Creating the Best Content on the Earth for Your Topic?

The Spin Sucks Podcast with Gini Dietrich

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.

The Spin Sucks Podcast with Gini Dietrich
Don't Negotiate Against Yourself

The Spin Sucks Podcast with Gini Dietrich

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.