Podcasts about Peso

BUSINESS: Peso touches P61.995:$1 | August 20, 2026Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe Visit our website at https://www.manilatimes.net Follow us: Facebook - https://tmt.ph/facebook Instagram - https://tmt.ph/instagram Twitter - https://tmt.ph/twitter DailyMotion - https://tmt.ph/dailymotion Subscribe to our Digital Edition - https://tmt.ph/digital Check out our Podcasts: Spotify - https://tmt.ph/spotify Apple Podcasts - https://tmt.ph/applepodcasts Amazon Music - https://tmt.ph/amazonmusic Deezer: https://tmt.ph/deezer Stitcher: https://tmt.ph/stitcherTune In: https://tmt.ph/tunein#TheManilaTimes#KeepUpWithTheTimes Hosted on Acast. See acast.com/privacy for more information.

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 character work, why AI engines ignore your funniest channel and cite your machine-readable record instead, and the three fixes that apply to any brand being told to "just go viral." Read the full article: https://spinsucks.com/communication/duolingo-peso-model-diagnostic/ Links: Take the free PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/  The series so far: Budweiser, Liquid Death, Peppa Pig, and HubSpot at spinsucks.com

¿Por qué el peso mexicano volvió a romper la barrera de los $17 por dólar? ¿Realmente significa que la economía de México está mejor?En este episodio en vivo de Dimes y Billetes analizamos qué está moviendo al súper peso, el papel de las tasas de interés, el carry trade, las exportaciones y los factores internacionales que pueden hacer que el dólar vuelva a subir o siga bajando.Además hablamos de:

Times change, but somehow the job hasn’t. In this episode, Chip and Gini dig into what’s stayed constant across their combined decades in PR and marketing, and why chasing the latest platform update is a losing game if you’ve lost sight of the fundamentals underneath it. The episode was sparked by a LinkedIn series from Doug Simon, who asked longtime PR pros what has remained constant in their careers. Gini was asked the question of whether the PESO Model still holds up, and her answer is that the four media types haven’t gone anywhere, and earned media’s third-party credibility now matters more to how LLMs learn. Chip extends the logic to SEO and its successors, advising to chase the people, not the algorithm or the platform. Other changes may also have less of an impact than you might think. Influencer marketing is the latest version of celebrity TV endorsements, but with a YouTube channel. The agency-client relationship continues to run on the same dynamics it did 70 or 80 years ago. Gini brings up the story about a UK agency reportedly running AI agents to pitch journalists undetected for eight months. Chip’s take is that just like with interns and inexperienced team members, there are well-managed AI agents as well as poorly managed ones. It's the human factor that matters most. Key takeaways Chip Griffin: “If you lose sight of the fundamentals, you can have all the technology in the world, and you’re still gonna have rubbish results.” Gini Dietrich: “If you create content for humans, you will win the SEO game. You will win the AEO, GEO game. You will win whatever comes next game.” Chip Griffin: “Chase the people. Don’t chase the algorithm.” Gini Dietrich: “Your job, especially as a communicator, is to protect reputation, build brand, and create thought leadership. That has not changed.” View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to another episode of the Agency Leadership podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I’m gonna have to try to rack my memory from way, way back, and as I get older, that, that distance gets longer and my memory gets poorer, so we’ll see how this works. Gini Dietrich: Ok- okay. Well, I have the same afflictions, so let’s see what happens. Chip Griffin: So we thought that this was, this was spurred by something that our friend Doug Simon did recently on LinkedIn where he did a video series and talked to a bunch of people who have been in the PR industry for a long time and asked a series of questions, one of which was, what has- Remained constant over the course of your career in PR. Obviously we talk a lot these days about everything that, that has changed, is changing. There’s no shortage of those things. I’ve talked about it here on the show, you know, how we started with fax machines and mailed press releases and things like that, that just kind of blows the mind of a lot of the younger listeners that we have. But, but even with all of that change and with everything that AI is doing to our industry today, there are a lot of things that have stayed constant. And I think that as we think about how we run our agencies, it’s important to remember the fundamentals that have remained the same no matter how much technology has changed in PR and marketing. Gini Dietrich: Yeah, I mean, I think you’re right that the, probably the way that we do things has changed, but not the strategic reason. Like I say to people all the time that the reason you do your job has not changed. The strategy, the strategic reason behind it has not changed. The tools have changed, for sure, but your job, especially as a communicator, is to protect reputation, build brand, and create thought leadership. That has not changed. Yeah. The way that you go about it has changed, but not, not the actual doing of the job has changed. Chip Griffin: Yeah, I mean, the tools have changed. The landscape certainly in media has changed. Gini Dietrich: Yeah. Yes. Chip Griffin: The landscape in terms of the public and where they go for information and where they receive messaging and all of that, obviously that has changed substantially over the 35 plus years that I’ve been in communications. But it is still about communicating the right message at the right time to the right people. Yeah. And building relationships with the people that you are trying to influence, whether that’s a member of the media or a member of the public or potential client or whomever. And if you remember those fundamentals, it helps you to figure out how to use all of these technologies for their greatest impact. Gini Dietrich: Yeah, I mean, I had a convers- I was on Zoom with Fred Cook of former GolinHarris, now at Annenberg Center. I was on Zoom with him last week, and he’s like, “So has PESO changed?” And I was like, “No, because we still do those things, right?” Like, the way that we implement it today versus the way we implemented it in 2014 are completely different, for sure. But we still use earned media, we still use shared media, we still use owned media, we still use paid media. The way that we use it has changed, but we still use the four media types. And to your point, media has changed, so earned media has changed, like the, the recipient of our earned media has changed, but the outcome of third-party credibility is probably even more important today than it was back then because that’s how the LLMs learn too, is by citable information. So yes, the way that we go about it has changed, but the actual work itself, the outcome itself has not. Chip Griffin: Yeah, and I think the, the important thing to think about here is that, that ultimately all of these tools and publications and platforms are all designed to connect one human to another. Gini Dietrich: Yep. Chip Griffin: And, and so you know, when you think about public relations, for example, it’s got relations right there in the title. And so you really need to think about how you are building those relationships between whoever the person is on your end and the person that you’re trying to reach. And, if you, if you take the humans out of this entirely, then you’re missing the plot, and you really need to be thinking about how do these tools and how do these techniques allow you to do more of that, to do it better, to do it at greater scale, all of those kinds of things, but not, not just, you know, chuck everything that you knew out the window, have the machines do everything on their own, for you. Gini Dietrich: No. No. Chip Griffin: Abandon proven approaches. None of those things make any sense. Gini Dietrich: No. Please do not do that because that has not changed. Like, the way I- we talked about this last week, like, AI is making us far more productive and far more efficient, but you still have to know how to, to your point, relate to other human beings. Are you creating content and engineering your visibility to show up in AI? For sure. But that’s also because human beings are using AI to get the answer, so you still have to build those relationships with other human beings. Chip Griffin: Yeah, and if you follow the fundamentals, then it allows you to evolve with whatever tools and technology- That’s right come along. It’s similar to what I’ve always said in terms of SEO in the old days and now AEO, GEO, which is chase the people. Don’t chase the algorithm. Yep. Don’t chase the platform. Yep. Chase the, the people because ultimately all of the tools are designed to do that anyway, right? Right. I mean, Google for years has been trying to figure out what is the user actually looking for and trying to deliver that in the results. And so if you are sitting there trying to say, “Hey, I need to figure out how to reach that same person,” you’ll probably be okay no matter how they change the algorithm. If you sit there and say, “I need to figure out what was the latest Google algorithm update, and what does that mean?” “How should I move things around on my page? What should I bold?” If you start thinking in those terms, you may win the short-term battle, but you will lose the war because you do not understand what you’re actually trying to do, and that has not changed over the course of our careers. Gini Dietrich: Yeah, I mean, I’ve said for at least a decade, if not longer, that if you create content for humans, you will win the SEO game. You will win the AEO, GEO game. You will win whatever comes next game. Because human beings are still the ones that are purchasing your services. The robots are not. Chip Griffin: Right. Gini Dietrich: And so if you create content, if it’s whatever content it is, it’s earned media, it’s video, it’s audio, it’s written, whatever it happens to be, if that audience, number one audience is human beings, you will win all the other games. Chip Griffin: And look, even most of the things that we look at today as new, they aren’t really. They’re just, they- they’re packaged differently. I, you know- Right … we, we have all of this talk around influencers- Yes, yes … and the rise of influencers. Yes, yes. Which to me is one of the silliest things in the world. Not the influencers themselves, I mean, some of them can be silly. They’re certainly useful to us as communicators, marketers, et cetera. But that’s no different than three decades ago when we had celebrity endorsements. Gini Dietrich: Right. Chip Griffin: Right? The, it is just the modern-day equivalent of it, and we just define celebrity a little bit differently than we might have back, you know- Yep in the ’80s or ’90s, but ultimately it’s the same thing. It’s just they have a YouTube channel now or an Instagram account- Right … instead of, you know, you put them in a TV commercial or a print ad or something like that. But even back in the day, you had celebrity endorsers who were not truly celebrities. They were just someone known in their local community- Right … who you could throw in a newspaper ad and say- Yeah … you know, “Hey, you know, I believe in either this cause or this product or whatever.” So that has not changed. That continues to be exactly the same, just packaged differently. Gini Dietrich: Yeah, I mean, when you think about earned media, and you know, we do a, a lot, a lot, a lot of work with universities because PESO model curriculum is in almost every university’s PR, communications, marketing, and some journalism programs. So we do a ton of work with universities, and I, one of the questions I get consistently from professors is, “How are you teaching earned media through PESO?” And we keep talking about traditional media is like, that used to be the thing, right? You would get The New York Times, you would get Oprah, you would get The Today Show. Like, those things don’t matter as much anymore because you have influencers or, local celebrities that have their Substack newsletters, they have their Medium newsletters. You can subscribe to those, you can pay for those just like you would the newspaper, and you get the information that you need. Chip Griffin: Yeah, and, so little technical glitch on my end. I think we’ll clean it up, in the edit. But if you noticed anything, it was just for some reason my home TV studio- … decided to shut itself off. The, the, the smart home devices here just decided that, nope, it was time to turn everything, everything off, so. Gini Dietrich: I was talking to a blank screen. I was like, “Should I keep going?” Chip Griffin: You know, but we just, we roll through these things … on the Agency Leadership podcast because the technology has changed- It is- … but glitches still happen. Glitches, right. I mean, you know, I, I, I remember back in the ’90s, you know, using dial-up internet to do work, and then, you know, someone actually calls your landline and knocks you offline in the middle of, you know- Yep trying to send an email or something. Yep. Yep. And you gotta figure, did it actually send? Did it not send? Yep. So, you know- Mm-hmm … technical glitches- There you go … that’s another thing that has remained constant- It’s still- … despite all the technology. Oh my gosh, it’s so funny. You know, the typewriters that I used to use at work, sometimes the ribbon would get snagged, and, you know, you’d have to unsnag the ribbon, right? So even non-electronic things still had issues. Broke your pencil, whatever. Gini Dietrich: As much as things have changed- … they still remain the same. Chip Griffin: They, they absolutely do. And, and I, so I think it’s part of our responsibility as agencies to work with our clients and help them to understand that the fundamentals have remained constant and will continue to remain constant. Because we wanna make sure that we’re taking advantage of everything that’s out there, but we also need to make sure that we are not overdoing it in one area or another because we’re losing sight of those fundamentals, nor are we either having our clients get scared or us get nervous about it and what it means for our businesses. Because if we follow those fundamentals, then we can continue to adapt, and take advantage of all of these technologies as we move forward. If you, if you focus on the technology first and just say, “Hey, I need to have an AI strategy.” No, you don’t. Gini Dietrich: No, you don’t. Chip Griffin: You absolutely do not need to have an AI strategy- Right or an influencer strategy or anything. Gini Dietrich: Totally agree. Yeah. Chip Griffin: You need to have a strategy that takes advantage of AI or influencers or whatever as appropriate. Yes. But your strategy should be rooted in those fundamentals because that’s how you get ahead. Gini Dietrich: Yeah, I totally agree with that. And like I said at the start, I always say the reason that we do these things has not changed. The tools have changed, the way you go about it has changed, but the how or the why has not changed. So don’t get so wrapped up in, “Oh my gosh, now I’ve gotta figure out AI.” Yeah, you gotta figure out AI- Right … because it’s, it’s going to replace you if you don’t figure it out, and it’s actually really fun, so you should figure it out just from that perspective. But you don’t have to change your strategy. You don’t have to change, like, the things that you do to service clients- Right … because that has not changed. Chip Griffin: Right. Right. And, and I think that that’s a, that’s another thing that has remained constant is the relationship between agencies and clients. You know, we think all of this is changing in the world that we’re in, but it’s really not. The way that agencies and clients work together is the same today as it was 70 or 80 years ago, even before you and I were born, let alone started working in the industry. And so understanding how those relationships and dynamics come together and how you can partner most effectively. Sure, the actual nature of the relationships has changed because of the work that we’re doing, but those relationships still matter in the same way that they always did, and you still need to build the human component into it. We can’t allow the technology to overtake that. We need to make sure that we’re spending the time to get to know our clients. We need to make sure that we’re continuing, even in this remote world that we’re in, to find ways to have additional touchpoints, whether that’s through more frequent video calls to build the relationship or ideally in person whenever possible. Those things still matter, and we still need to try to figure out how to take advantage of them to have those strong business relationships in addition to the results-oriented relationships that we’re looking for. Gini Dietrich: So I’m gonna throw a little wrench in things- Okay … because I just read an article this morning that talked about how an agency out of the UK has created AI agents that are pitching media, and it took about eight months for a journalist to go, “Something doesn’t seem right,” and then started to investigate, and sure enough, the agency owner said, “Yeah, I mean, we’ve created these bots that are pitching the media.” He claims that there are real humans on the back end of it, um, that has not been proven yet. They, the, the investigative journalist said, “I think actually based on what I have here, that there aren’t real humans behind it.” But, you know, I think when, when we hear about AI taking our jobs, we hear these kinds of stories, and we get a little freaked out. Nobody’s happy about it. Every journalist who’s been pitched by these AI bots have come out and said, “This is not okay.” But I think that there are gonna be other experiments like this where you’re trying to use– or you’re trying to build an agency out of AI agents instead of human beings. Chip Griffin: Yeah, I mean, I guess, you know, I– what I would say to that is I think that there are probably countless examples that we’re not aware of where the, the AI did work on pitching the journalist and didn’t get called out, right? Because- Gini Dietrich: Right … Chip Griffin: by definition, you can only call out the ones you catch. Gini Dietrich: Right. Chip Griffin: So, I suspect there is a fair bit of this going on. I mean, part of the problem is that, that so much of it is done poorly. I mean- Right. Yes … my, my inbox is full of sales messaging that I’m fairly certain is, you know, whether it’s directly AI generated or AI assisted, it’s hard to tell for sure sometimes. Yeah, yeah. Because it might be entirely AI or it might just be poorly managed AI. But at the same time I’m certain I’m also being exposed to plenty of messages that are AI generated, and, I can’t tell because they are, they’re good at what they do. And I think we will absolutely see more of that. But ultimately, all of the – the AI doesn’t decide to do these things on its own, right? I mean- Fair. Yeah … at least as of now. Yeah, right. And so even in the- Yep … example that you shared, even if it’s just the owner who’s involved in having created this network, you still have the human at one end of this. Yeah. Whether they are managing every message or not, who knows? And, I’m not even sure that that’s necessary as long as they are well targeted and being actually truly genuinely helpful to the journalist on the other end by giving them something that is, you know, that fits with what they write about. I mean, part of the problem with AI is that so much of it is just poorly targeted. Gini Dietrich: Yeah. I agree with that. Yeah. Chip Griffin: But that, that’s more on the humans who are sending them out there. Yeah, yep. It’s not on… The AI can do a great job if you give it the right context, the right direction, the right information. If you just say, “Hey, you know, go find journalists” … of course it’s gonna do poorly, right? It’s- But, but so would a human … Gini Dietrich: just like a young professional Chip Griffin: I mean, we’ve talked about this before. Gini Dietrich: Right. A young pro- Yeah … intern Chip Griffin: You bring an intern and you tell them, “Just start talking to journalists and, and get them to cover us,” and you don’t tell them what you do. You don’t tell them what the journalists cover. Yeah, right, right. Yeah, they’re gonna do awful. Yeah. You start giving context and the in- even the intern will do- Yeah … a good job with very little background, but you need to give them something, and the AI needs the same thing. But ultimately it’s still that human on one end and the human on the other end. And so I think that, that we, when we’re talking about fundamentals, that’s what I’m talking about. You need to sort of separate out all of the machinations in between. That can be done well, it can be done poorly, and that changes the outcome, but fundamentally you still have a human on both ends of that conversation. Even though we like to pretend it’s the AI doing it on its own, the AI is never- It’s not … doing it on its own. Gini Dietrich: Yeah. Yeah, yeah. Yeah. Chip Griffin: At least, at least as of this recording. No. We, we don’t have- Gini Dietrich: Not right now, right. … Chip Griffin: AI that just wanders off and does its own thing. Gini Dietrich: This is why I always say please and thank you to my AI, just so that it remembers that I was kind to it. Chip Griffin: Yeah. Well, and, I mean, we can probably talk about this some other time, but I think the AI companies are doing themselves no service by trying to make it seem like the AI operates on its own, and when they say the, “The AI broke out of its constraints and, you know, hacked into another company,” baloney. I mean, come on. Like, just knock it off. And I don’t, from a communication standpoint, I guess, you know, they may think that that’s helping them to, No … to say, “We’re really powerful. You should use us.” That’s not really- That’s not … I don’t think what- Nope … what ultimately- Gini Dietrich: That’s not the message Chip Griffin: comes through. Gini Dietrich: Nope. That’s not the message. Chip Griffin: So, yeah. So it’s, you know, you need to focus on the fundamentals. And I think if, if you take nothing else away from this discussion it’s, is that the fundamentals don’t change, haven’t changed, remain constant, you know, going back to, I don’t know, Ben Franklin or earlier, you know? These are not things that are, you know, wild and innovative. The tools and techniques are, absolutely. And but to me, that’s the exciting bit, right? Right. You can figure out, if you know the fundamentals, then you can always take advantage of the latest tools and technology to do it better, to do it faster, to do it more effectively, whatever it may be. But if you lose sight of the fundamentals, you can have all the technology in the world, and you’re still gonna have rubbish results. Gini Dietrich: 100%, I totally agree. Yep. Strategy has not changed, tools have. Chip Griffin: So with that, I think we will stop beating this dead horse, and we can, we can move along. You can move along from listening to us today, and you’ll have to join us for the next episode where we’ll find something else to rant and rave about. Gini Dietrich: Yes, we will. Chip Griffin: ‘Cause that’s what we do. That’s what we do. At least that’s what I do. Gini Dietrich: That’s what we do. Chip Griffin: So with that, I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

El director editorial de El Financiero revisa los datos turísticos de junio del INEGI, con menor llegada de visitantes internacionales por vía aérea y un peso mexicano fortalecido ante expectativas sobre tasas en Estados Unidos y México.

Muy buenos días, en el sector privado hay prisa por destrabar el crecimiento económico de México y mandan un poderoso mensaje a la presidenta, quien tiene a su gurú económica que analiza el Plan México. También, tenemos que hablar del peso mexicano frente al dólar. Las razones de por qué está fuerte y qué podemos esperar.Patrocinado | Aeroméxico, la aerolínea más puntual del mundo por segundo año consecutivo. Conoce más aquí. ⁠https://www.bloomberglinea.com/brandedcontent/aeromexico-es-la-aerolinea-mas-puntual-del-mundo-por-segundo-ano-consecutivo-segun-el-reporte-de-cirium/

"La Primera de El Economista" concentra las notas más relevantes de la portada del periódico, con el contexto y análisis que marcan la agenda económica del día.¡Síguenos en nuestras redes sociales para mantenerte informado!Twitter: https://twitter.com/eleconomista Facebook: https://www.facebook.com/ElEconomista.mxInstagram: https://www.instagram.com/eleconomistamxLinkedIn: https://www.linkedin.com/company/el-economista/#ElEconomista #EETV

El analista financiero revisa el auge de las exportaciones mexicanas de servidores e insumos para centros de datos, la fortaleza del peso frente al dólar, el dinamismo del consumo con tarjetas y el legado de Miguel Mancera Aguayo en Banco de México.

ESTO PASÓ EN SIERRE ZINAL 2026 con ALAIN SANTAMARÍA | FYE PODCAST Este programa está patrocinado por BROOKS: - Brooks Cascadia 20: https://findyoureverest.es/products/zapatillas-brooks-cascadia-20-grey-black-nightlife Zapatilla de trail cómoda y amortiguada para larga distancia. Suela Vibram Megagrip con tacos de 4 mm y tecnología Traction Lug. Mediasuela DNA Flash v2 con nitrógeno inyectado. Drop de 6 mm. Peso 306 gramos. Y también está patrocinado por ADIDAS TERREX, cona linea AGRAVIC: Agravic 4: https://findyoureverest.es/products/zapatillas-adidas-terrex-agravic-4-core-black-grey-two-semi-impact-orange Agravic TT: https://findyoureverest.es/products/zapatillas-adidas-terrex-agravic-tt-white Agravic SL: https://findyoureverest.es/products/zapatillas-adidas-terrex-agravic-sl-frozen-lemon-core-black-pulse-mint Agravic Speed 2: https://findyoureverest.es/products/zapatillas-adidas-terrex-agravic-speed-2-white-core-black-semi-impact-orange Agravic Speed Ultra 2: https://findyoureverest.es/products/zapatillas-adidas-terrex-agravic-speed-ultra-2-cloud-white-core-black-semi-impact-orange ️ En este episodio del Find Your Everest Podcast hablamos de: Repasamos todos los datos de Sierre-Zinal 2026 Charlamos con Alain Santamaría, el mejor español en Sierre-Zinal 2026, sobre su carrera y sus sensaciones. Repasamos la general de las Golden Trail World Series, con Elhousine Elazzaoui liderando pese a su abandono en Zinal. Encendemos los motores del UTMB Mont-Blanc 2026 con el calendario completo de las diferentes distancias. SECCIÓN DE MATERIAL TRAIL RUNNING SALOMON: Genesis 2: https://findyoureverest.es/products/zapatillas-salomon-genesis-2-vanilla-ice-iron-lava-falls S/LAB Genesis 2: https://findyoureverest.es/products/zapatillas-salomon-s-lab-genesis-2-black-black-fiery-red Aero Blaze 4 GRVL: https://findyoureverest.es/products/zapatillas-salomon-aero-blaze-4-grvl-burro-vanilla-ice-black ASICS: Metafuji Trail 2: https://findyoureverest.es/products/zapatillas-asics-metafuji-trail-2-illuminate-yellow-dark-aubergine Blazeblast: https://findyoureverest.es/products/zapatillas-asics-blazeblast-black-sandstorm BROOKS: Ghost Amp: https://findyoureverest.es/products/zapatillas-brooks-ghost-amp-blue-blue-black ON: Cloudvista 3: https://findyoureverest.es/products/zapatillas-on-cloudvista-3-fog-pearl Cloudrunner 3 Max: https://findyoureverest.es/products/zapatillas-on-cloudrunner-3-max-white-verdite ADIDAS: Adistar 5: https://findyoureverest.es/products/zapatillas-adidas-adistar-5-hi-res-aqua-iron-metallic-grey-one Nuevos colores Vista: https://findyoureverest.es/products/zapatillas-topo-athletic-vista-green-black Nuevos colores MTN Racer 4: https://findyoureverest.es/products/zapatillas-topo-athletic-mtn-racer-4-grey-sunset THE NORTH FACE: Offtrail Ultra: https://findyoureverest.es/products/zapatillas-the-north-face-offtrail-ultra-papaya-canal-blue CIELE: Nuevas gorras: https://findyoureverest.es/collections/ciele KATADYN: Pastillas potabilizadoras: https://findyoureverest.es/products/pastillas-potabilizadoras-katadyn-micropur-forte-mt1 DICCIONARIO FYE: En esta edición hacemos un repaso de todos los términos clave del UTMB: fechas, distancias, récords y las carreras del circuito (OCC, CCC, TDS, MCC, ETC, PTL).

Arrivano le prime medaglie per l'Italia nella prima giornata degli Europei di atletica iniziati ieri a Birmingham. Leonardo Fabbri ha vinto la medaglia d'oro nella finale di getto del peso maschile dei Campionati Europei con un miglior lancio di 22,31 ottenuto nel terzo tentativo, al termine di una serie iniziata con 21.

Conviértete en un supporter de este podcast: https://www.spreaker.com/podcast/el-mananero-radio--3086101/support.

Abertura dos trabalhos na Amorosidade

El anuncio del Banco de la República de iniciar un programa de acumulación de reservas internacionales, no puede enmascarar el fenómeno de la bonanza de las remesas

Hoy hablaremos sobre los motivos que están haciendo al peso colombiano tan atractivo Sitio web:https://www.bloomberglinea.com/latinoamerica/colombia/WhatsApp:https://whatsapp.com/channel/0029Va4POHt6WaKhONGGhi38YouTube:https://www.youtube.com/@BloombergLineaInstagram:https://www.instagram.com/bloomberglineacolombia/X (Twitter):https://x.com/BloombergLineaCMaría C. Suárezhttps://x.com/Mariacasuarez     Newsletters de Bloomberg Línea: https://www.bloomberglinea.com/newsletter/

Esta historia no es sobre perder dinero. Es sobre lo que ocurre cuando crees que ya lo lograste… y bajas la guardia. A los 24 años, Santiago Linares ya había acumulado cerca de 300 millones de pesos. Meses después, había perdido casi 200 millones por malas decisiones, excesos y creer que el dinero nunca se iba a acabar. Pero esa caída terminó convirtiéndose en el punto de partida de una transformación que hoy le permite seguir construyendo patrimonio con bienes raíces.

Devocional Vendimia

¿Por qué esta vez tampoco te va a durar la dieta? Si llevas años empezando el mismo propósito cada verano y cada enero, y abandonándolo antes de un mes, este episodio es para ti. Te cuento la historia de Raquel. De niña era guapísima, y lo sabía — construyó buena parte de su seguridad en su cara. Pero en su casa se comía mal, sin que nadie fuera consciente de las consecuencias, y a los diez años ya tenía sobrepeso. Ahí aprendió, sin que nadie se lo enseñara, que la comida también podía ser consuelo. Años después, un comentario de su primer novio la empujó a una dieta que se le fue de las manos — y terminó en anorexia. Se recuperó físicamente en un año. Tardó más de veinte en dejar de verse gorda en el espejo, aunque hacía tiempo que no lo estaba. En este episodio hablo de las dos vías que llevan a un complejo con el peso: la que empieza en la infancia, por hábitos familiares de los que nadie tiene culpa, y la del adulto que en algún momento deja de cuidarse — no porque haya arrastrado nada desde niño, sino porque ya no siente que merezca la pena, o porque la tarea de cambiar se ve tan enorme que no sabe por dónde empezar. Lo que diferencia este episodio: no hablo de fuerza de voluntad ni de dietas. Hablo de por qué usamos la comida como premio y como alivio cuando algo nos duele — un mecanismo que no tiene nada que ver con la disciplina, y que no hay persona luchando con su peso que no conozca. Y de por qué ningún cambio real empieza mientras tu cuerpo siga siendo, para ti, el enemigo. Si te has reconocido en esta historia, no hace falta que seas tú sola quien lo resuelva. Reserva tu consulta telefónica gratuita de 45 minutos en emocioteca.com/contacto y hablamos de tu relación con tu cuerpo en concreto, no de fuerza de voluntad en general. Encuéntrame también en YouTube: https://www.youtube.com/@emocioteca2114 y en Instagram: https://www.instagram.com/emocioteca/ Tu cuerpo no es el enemigo. Es lo que te ha sostenido cada día de tu vida, aunque nunca se lo hayas agradecido. #psicologia #psicologoonline #crecimientopersonal #autoestima #emocioteca #imagencorporal #complejofisico #relacionconlacomida

Procesan a Dana Yanina por caso Dafne Zapata Peso gana terreno frente a la moneda estadounidenseRusia busca al fundador de Telegram por terrorismoMás información en nuestro podcast#grc

Dados do INE mostram que quase 4 em cada 10 crianças em Portugal têm excesso de peso e quase metade come regularmente fast food ou ultraprocessados. Mas será só uma questão de nutrição?See omnystudio.com/listener for privacy information.

Peso inicia la jornada estable frente al dólar Crean Polo de Economía Circular para el Bienestar en Quintana RooDíaz-Canel agradece respaldo a Cuba desde la Ciudad de MéxicoMás información en nuestro podcast#grc

BUSINESS: Peso sinks to fresh record low | July 25, 2026Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe Visit our website at https://www.manilatimes.net Follow us: Facebook - https://tmt.ph/facebook Instagram - https://tmt.ph/instagram Twitter - https://tmt.ph/twitter DailyMotion - https://tmt.ph/dailymotion Subscribe to our Digital Edition - https://tmt.ph/digital Check out our Podcasts: Spotify - https://tmt.ph/spotify Apple Podcasts - https://tmt.ph/applepodcasts Amazon Music - https://tmt.ph/amazonmusic Deezer: https://tmt.ph/deezer Stitcher: https://tmt.ph/stitcherTune In: https://tmt.ph/tunein#TheManilaTimes#KeepUpWithTheTimes Hosted on Acast. See acast.com/privacy for more information.

Detienen a la primera implicada por caso Dafne Zapata El peso continúa firme frente al dólar  En Chile detectan posible "luna" fuera del Sistema Solar  Más información en nuestro podcast#grc

We are back in the studio! With a brand new episode featuring Evelyn and Emily and it is a horny one! They come on share some sugar daddy stories and much more. Plus Evelyn tells us a kinky story where even have to mute the mic! Follow us on social media @AaronScenesAfterParty

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 versus exposure—before AI makes the call for you. Take your own PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/ Full article: https://spinsucks.com/communication/peso-model-diagnostic-hubspot

BUSINESS: ​​​​​Political uncertainty pressuring peso – ING | July 20, 2026Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe Visit our website at https://www.manilatimes.net Follow us: Facebook - https://tmt.ph/facebook Instagram - https://tmt.ph/instagram Twitter - https://tmt.ph/twitter DailyMotion - https://tmt.ph/dailymotion Subscribe to our Digital Edition - https://tmt.ph/digital Check out our Podcasts: Spotify - https://tmt.ph/spotify Apple Podcasts - https://tmt.ph/applepodcasts Amazon Music - https://tmt.ph/amazonmusic Deezer: https://tmt.ph/deezer Stitcher: https://tmt.ph/stitcherTune In: https://tmt.ph/tunein#TheManilaTimes#KeepUpWithTheTimes Hosted on Acast. See acast.com/privacy for more information.

BUSINESS: ​Peso could hit P63:$1 | July 18, 2026Subscribe to The Manila Times Channel - https://tmt.ph/YTSubscribe Visit our website at https://www.manilatimes.net Follow us: Facebook - https://tmt.ph/facebook Instagram - https://tmt.ph/instagram Twitter - https://tmt.ph/twitter DailyMotion - https://tmt.ph/dailymotion Subscribe to our Digital Edition - https://tmt.ph/digital Check out our Podcasts: Spotify - https://tmt.ph/spotify Apple Podcasts - https://tmt.ph/applepodcasts Amazon Music - https://tmt.ph/amazonmusic Deezer: https://tmt.ph/deezer Stitcher: https://tmt.ph/stitcherTune In: https://tmt.ph/tunein#TheManilaTimes#KeepUpWithTheTimes Hosted on Acast. See acast.com/privacy for more information.

Vinculan a proceso a exdirector de Pemex por violencia familiar Corte aclara cómo está integrado su personal especializadoEE. UU. impone nuevas sanciones a CubaMás información en nuestro podcast#grc

El Dr. Peñaherrera es endocrinólogo en el Hamilton Diabetes and Endocrinology Center de Dalton, Georgia, y en Hamilton Health-Calhoun. Habla inglés y español. Cursó sus estudios de medicina en Ecuador, completó su residencia en medicina interna en Nueva Jersey y realizó su subespecialización (fellowship) en endocrinología en el Jackson Memorial Hospital de la Universidad de Miami, en Miami, Florida. Se especializa en diabetes, trastornos metabólicos, medicina de la obesidad y afecciones relacionadas con las hormonas.https://vitruvianhealth.com/services/diabetes-endocrinology-center/

Os sindicatos ainda têm peso na vida do país? | Moisés Selerges | Programa 20 Minutos

Hombres y mujeres NO vivimos de la misma manera el subir o bajar de peso. ¿Por qué parece que nuestros cuerpos juegan con reglas distintas? El Dr. Iñaki Villanueva, uno de los mayores expertos en obesidad en México, revela cómo las hormonas, la menopausia, la testosterona, la grasa abdominal y hasta la presión social afectan distinto a hombres y mujeres cuando hablamos de sobrepeso y obesidad. Porque muchas veces no solo luchamos con el peso, también con la culpa, la frustración y la forma en la que nos hablamos. Si quieres empezar a romper esas barreras, te invito a mi masterclass gratuita: “Rompe las barreras y diseña la vida que deseas”.

Luis Herrero analiza las declaraciones del presidente del Gobierno desde la cumbre de la OTAN en Ankara.

Mundo Salud - Dr. Esteban Ortiz, insomnio y aumento de peso by FM Mundo 98.1

A military move comes with orders, packing, paperwork, timelines, and a lot of stress. But for some service members, a Personally Procured Move, also known as a PPM or DITY move, can be a way to take more control and potentially make money. In this episode, Lt Col Jonathan "Peso" Clason shares how he and his family completed two full PPM moves, what he learned, and why planning, paperwork, weight tickets, and teamwork matter so much. Peso is an active-duty Air Force officer, pilot, commander, instructor, husband, dad, and experienced full PPM mover. He shares how far out he starts planning, which costs to watch, which mistakes to avoid, and how to decide whether doing your own move is worth it. For more information, visit the full show notes at https://milmo.co/podcast/make-money-on-a-ppm-move 

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 Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/

Relatórios mostram que planejamento e cuidado domésticos continuam recaindo sobre mulheres, mesmo quando são as principais provedoras financeiras; se fosse remunerado, representaria mais de 40% do PIB de alguns países. 

Bienvenidos al podcast de Somos Eléctricos, donde analizamos toda la actualidad del sector de la automoción y la movilidad eléctrica. En el episodio de hoy repasamos la nueva ofensiva eléctrica de Subaru, los detalles del futuro Opel Antara fabricado en Zaragoza y los precios del nuevo Skoda Peak. Además, analizamos el lanzamiento del Dongfeng Vigo, el retraso del Nissan Qashqai eléctrico y la nueva planta de baterías de Leap Motor en Aragón. Cerramos con nuestro espacio Tesla, analizando sus previsiones de producción y el estado actual de la compañía. Te gestionamos el beneficio del CAE, mas info en: https://somoselectricos.com/certificados-ahorro-energetico-cae-coche-electrico/ Apoya este podcast a través de IVOOX. Tan solo ves a esta URL https://www.ivoox.com/podcast-somos-electricos_sq_f1627406_1.html y pulsa el botón de APOYAR. Tu ayuda nos permitirá invertir más tiempo y recursos en el proyecto de Somos Eléctricos. ¿Te animas?

El tipo de cambio oficial se ubicó en 17.55 pesos por dólar¡Toma previsiones! Se pronostican lluvias en México  Keiko Fujimori amarra su triunfo  en Perú  Más información en nuestro podcast#grc

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® Diagnostic: https://spinsucks.com/self-peso-diagnostic/  Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/  Read the full article: https://spinsucks.com/communication/peso-model-diagnostic-peppa-pig

THE AFTER PARTY IS BACK. And on this one we feature the new girls of Cincy Street. They tell about their bartending journey to Cincy Street, give us their latest relationship tea and our boy Gee asks them some crazy questions! Follow us on social media @AaronScenesAfterParty

Neste episódio conversamos com o Dr. Gustavo Cosenza, médico endocrinologista e atleta. Ele quebra o grande mito do "quanto mais leve melhor" e explica como a busca obsessiva pelo menor peso pode arruinar o seu rendimento e a sua saúde.Parceiro do Café com Tri pra esse episódio: @seekdopa hosts: @sergiomagalhaes1 @betonitrini @wagner__41 @erikamagrisse produção: @stemmasports pauta & conteúdo: @cafecomtriathlon edição : @acqua_xtreme gravação: @studiostemma capa: @pedroc.jr #cafecomtri #stemma #triathlon #triatleta

We add another string to our bow by learning about the fiddler crab. We discuss the arc of history bending towards crab, the MogBot 2000, bad dating advice, non-orientable wormholes, and so much more.  Works Cited: “The Design of a Beautiful Weapon” - John Christy, Smithsonian Museum of Natural History “On the Other Hand: The Myth of Fiddler Crab Claw Reversal” - Judith S. Weis, BioScience, April 2019 “Sexual selection for structure building by courting male fiddler crabs: an experimental study of behavioral mechanisms” - John H. Christy et al., Behavioral Ecology, May 2002 “Synchronous waving in fiddler crabs: a review” - Patricia Ruth Yvonne Backwell, Current Zoology, July 2018 “Robotic crabs reveal that female fiddler crabs are sensitive to changes in male display rate” - Sophie L. Mowles et al., Biology Letters, January 2018 “Not what it looks like: mate-searching behaviour, mate preferences and clutch production in wandering and territory-holding female fiddler crabs” - M. Peso et al., R. Soc Open Sci.. August 2016 “Dishonest signalling of fighting ability and multiple performance traits in the fiddler crab Uca mjoebergi” - Simon P. Lailvaux et al., Functional Ecology, March 2009 “The effects of neighbor familiarity and size on cooperative defense of fiddler crab territories” - Isobel Booksmythe et al., Behavioral ecology, November 2011 “Beyond Abiotic Decay: Fiddler Crabs Accelerate Plastic Fragmentation in Pollution Hotspots” - Jose M. Riascos et al., Global Change Biology, December 2025 Links: For more information about us & our podcast, head over to our website! Follow Just the Zoo of Us on BlueSky, Facebook, Instagram & Discord! Follow Ellen on Instagram or BlueSky!   Help support this show and unlock bonus content! Become a member at https://maximumfun.org/joinjustthezoo

Il 10 giugno a Herat, in Afghanistan, la polizia ha sparato per disperdere una rara manifestazione di protesta, nata dopo l'arresto di alcune donne accusate di aver violato le rigide norme sull'abbigliamento imposte dai taliban. Parla una giornalista dall'AfghanistanIn questi giorni si è aperta una crisi diplomatica tra l'Ucraina e la Polonia, dopo che Kiev ha deciso di chiamare un'unita militare speciale con il nome di un discusso gruppo militare attivo durante la seconda guerra Mondiale. Con Davide Maria De Luca, giornalista, da KievOggi parliamo anche di:Film • Romeria di Carla SimónCi piacerebbe sapere cosa pensi di questo episodio. Scrivici a podcast@internazionale.it Se ascolti questo podcast e ti piace, abbonati a Internazionale. È un modo concreto per sostenerci e per aiutarci a garantire ogni giorno un'informazione di qualità. Vai su internazionale.it/abbonatiConsulenza editoriale di Chiara NielsenProduzione di Claudio Balboni e Vincenzo De SimoneMusiche di Tommaso Colliva e Raffaele ScognaDirezione creativa di Jonathan Zenti

Most agency owners think their clients have it easy. But the gap between how you believe your agency operates and how clients and prospects actually experience it is often wider than you’d expect, and it’s usually the small, everyday frictions that do the most damage. In this episode, Chip and Gini ask if you were on the receiving end of your own agency’s processes, would you be happy? The answer, for a lot of agencies, is probably not. Their point isn’t that agencies should cave to every demand, but if you market yourself as a partner, act like one. The friction can start before someone even becomes a client. Contact forms loaded with qualifying questions scare people away. And back-and-forth emails to find a meeting time have no excuse in 2026. Use a scheduling tool, have a link ready, and make it especially easy for prospects. Once someone is ready to talk, the goal is to respond fast and remove every obstacle. When it comes to the handoff from prospect to client, agencies should have a standard proposal template so they can turn paperwork around in 24 hours, not days. Make invoicing and payments as easy on the client as you would want it to be if you were in their shoes. And when it comes to project management tools, if the client already has one they’re using, just use it. The tool matters less than having one. Key takeaways Chip Griffin: “When someone is at a low point, that is not the time to try to extract stuff from them. It’s a time where if you believe half of your marketing BS that you put out there about they’re our partners, they’re not our clients, well, then act like one.” Gini Dietrich: “We have to think about scope creep, and we have to think about margins, and all of those are very real things. But let’s not cut our nose off to spite our face.” Chip Griffin: “Being easy to work with starts before they’re even a client. I am often befuddled by how difficult agencies make it to get in touch with them for a prospect.” Gini Dietrich: “There are some organizations that have a process that they put clients through, and it’s so rigid that it doesn’t meet the client where they are. And it’s impossible to work with them because of that.” Related How to onboard new agency clients How to do client collections right and get paid faster View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I, I’m, I’m easy to work with, right? I mean, you know, I’m not too- Gini Dietrich: You’re super easy to work with. Chip Griffin: Well. Gini Dietrich: I mean, you’re a little cranky, but that’s why I love you. Chip Griffin: I, I, I think listeners know I’m, I’m cranky. They just… If you’ve listened to more than two or three episodes, you’ve probably heard me be cranky about something at someone. Gini Dietrich: Great. I love it. Chip Griffin: Yeah. Yeah. But we are gonna talk about whether or not you are actually easy to work with as an agency for your clients, and frankly for your prospects as well, because I think a lot of agencies believe that they are easy to work with, but their thoughts or their words maybe aren’t matched up with their actual actions. Gini Dietrich: Yes. And, you know, I will say that I learned this lesson when I started hiring agencies and solopreneurs. It’s not easy to work with other agencies. And you’re like, “Oh, that’s not… I thought that that was a good practice.” And then you realize when another agency puts you through it, not a good practice. Like for instance, making them, making you use their project management system when you have your own, bad idea. Sending emails with invoices that go into the void, bad idea. Like there are some practices that I’m like, “Nope, this does not work.” It’s not, you’re not making it easy on me. Chip Griffin: Yeah, and I, I think part of the problem comes from, I think part of the blame goes to people, people like us who are always preaching to agency owners the importance of protecting their time and their margins and- Gini Dietrich: Sure Chip Griffin: and all of that. Yep. And, and I think that, you know, some people listen to that, but they don’t think through, “Okay, well how does that look on the other end?” Gini Dietrich: Right. Chip Griffin: Yep. And, and so yes, you absolutely need to, to make sure that you don’t have scope creep, and you need to make sure that you are protecting your time so you can get work done, and you’re not just getting eaten alive by meetings and calls and all of that. At the same time, you should think, “What does the other person on the other end think? How would I feel if I received this communication or if someone I hired acted in this way? How, would I be happy about it?” And I think if you start to do that, you’ll realize that some of your practices may not be as easy to work with as you think. Gini Dietrich: Yeah, I think you’re right. You know, I think about a couple of years ago, probably two or three years ago, it was a Saturday night and a client’s website went down, and the client called me, and the reason I remember this is Saturday night is ’cause I probably already had a glass of wine. And he called me and he’s like, “Hey, our website just went down and I can’t reach anybody.” And I was like, “What do you mean you can’t reach anybody?” He’s like, “I can’t reach anybody at the web firm. Can you help?” And I was like, “Of course.” So I called the web firm, and I finally got ahold of somebody, but I had to go through… I had to email three different email addresses, not a personal email address, and I had to go through their quote-unquote process. And I finally got somebody to call me and they said, “Well, keeping the website up and restoring a backup is not part of our scope of work, and so it’ll cost $2,000 an hour.” And I was like, “I’m sorry, what? But that’s not, that’s not a thing.” And they had taken this client’s… You know, they had… The client didn’t know, the client didn’t know what they were signing, and they did sign a scope of work that, that wasn’t included, and it was $2,000 an hour for emergency type stuff. And I was like, “No, absolutely not.” So their marketing manager and I got on with GoDaddy and we restored it ourselves, which it was not a fun process, but it worked, and that, that forced us to… I think they actually ended up firing the web firm, but which they should have. But, like, that kind of stuff I think is exactly to your point. They had put in a process. They had a contract. They did all the things, but they didn’t think through, like… restoring somebody’s website on a Saturday night is literally a click of a button. It’s not a $2,000 an hour emergency kind of thing. So, you know, yes, you should have a process. Yes, you should have a contract. Yes, you should protect your time, but also don’t do it at the risk of losing a client over something stupid like that. Chip Griffin: Right, and obviously there are some clients, as we know, who will abuse some of these things. So- Of course … there, there are certain times- Gini Dietrich: Of course, yes … Chip Griffin: where you have to be okay appearing to not be as easy as the client would want you to be. So this is not, this is not us preaching, “Say yes to everything that you’re asked to do.” It’s simply make some, make some good judgments here. Now, if this is, this is, the website disappears over the weekend, and it, you know, it’s not something that happens regularly, it’s not the, this client doesn’t generally abuse you, I mean, just get it done, and you can have a conversation after the fact and say, “Hey, that really wasn’t part of the scope of work. You, you know, we helped you as a show of good faith, but we need to, you know, we need to work this into the agreement going forward-” Right … or something like that. Gini Dietrich: Right, right. Chip Griffin: It, you know, when, when someone is, when someone is at a low point, that is not the time to try to extract stuff from them. It’s a time where if you truly want, you know, if you believe half of your marketing BS that you put out there about we’re our, they’re our partners, they’re not our clients, well, then, then act like one. Gini Dietrich: Yeah. Yeah. And I think the, I think, you know, we think, we have to think about scope creep, and we have to think about margins, and all of those are very real things. But to your point, let’s not cut our nose off to spite our face. Like, there are some times where you’re just like, “Okay, yeah, sure.” I mean, I didn’t charge the client extra for them calling me instead of somebody on their account team because it was a Saturday night and they knew they could get me. I didn’t charge them extra for that. We just fixed it, right? Like, and that, that creates more goodwill in your relationship and trust in your relationship than being like, “Well, let’s deal with this on Monday.” No. No. Chip Griffin: Yep. And I mean, and a lot of it, a lot of being easy to work with is really the small things. It’s not the, it’s not the big giant stuff. It’s the little bits of friction that just become annoying. So think about how easy is it for clients to book time with you or your team, right? Again, and we don’t want this to be abused, but at the same time, I’ve worked with a lot of agencies where they’re like, “Well, you know, I, I’ve got a half hour two weeks from now for you.” Gini Dietrich: Right. Chip Griffin: Come on. I mean- … you know, if, if this is a client who’s constantly asking for time, okay, you know, maybe. But in general, you should be trying to find ways to make yourself available. Gini Dietrich: Yes. Chip Griffin: You should be doing things like making sure that your team is at least acknowledging emails within the business day. Gini Dietrich: Yes. Chip Griffin: Even if they can’t solve it, at least acknowledging it makes you easier to work with. Little things like how you handle billing. You alluded to that earlier, but make it easy to handle billing. Make sure you’re finding out early on who should these invoices go to? Do they need to be copied to multiple people? Don’t say, “Well, I’ve got this process and it only goes to one person or whatever.” Make the payment process easy. Make it so that people can pay online, make recurring payments. If they want to be able to change a credit card, let them do that. Gini Dietrich: Yes. Chip Griffin: I had a recent experience with someone- You did. … that I worked with for a long time and, and I wanted to change my, my business credit card number that was used for it, and I was told I had to call an operator to do that. I’m like, “That is total BS in 2026. I should be able to do that online. I should not have to get on a phone and read out my card number to a human.” That makes no sense whatsoever. Make it easy for people. Gini Dietrich: Yes. Crazy easy. Like you should make it easy. It’s, it’s funny you say that because about invoices, because we worked with an accounting firm who would mail their invoice, and we use a PO box because I don’t want mail coming to my home and sometimes we got it, sometimes we didn’t. Like I, and they would go, “Your invoice hasn’t been paid for 120 days.” And I’m like, “Dude, I don’t have an invoice from you.” And so I finally got them to email them. Like, this is ridiculous. Don’t mail me the invoice. It’s 2022, for heaven sakes. Chip Griffin: Well, if you want to talk about not easy to work with, the PO box is a perfect example. I had a PO box for almost 30 years that I used for business, and I finally ended up giving it up recently because the post office was becoming extraordinarily belligerent about wanting various bits of documentation. I’m like, I’ve, I’ve had this- Gini Dietrich: Yes … Chip Griffin: post office box for 30 years. Like well you have to show up in person to do this, and so I would show up in person. They’re like, “Oh, no, you don’t have the right stuff.” Gini Dietrich: Yep. Chip Griffin: And we don’t have the right people here today, so we’re gonna have to do it again.” No. Gini Dietrich: Yep, yep. Chip Griffin: No. Gini Dietrich: Yep, yes. Chip Griffin: Like- Gini Dietrich: Mm-hmm … Chip Griffin: That’s, that is nonsense. There are so many ways to verify my identity, the identity of the business, what- like come on. Uh-huh. Also- Yeah … 30 years I had this box. Right. Like, and now you’ve just decided- Gini Dietrich: Mm-hmm, uh-huh … Chip Griffin: that now is the time that you need to do this? Give me a break. Gini Dietrich: Yeah. Yeah, I think you’re right. Like the, it’s, I think exactly what you said at the beginning, which is you listen to people like us who say you have to protect your margins, you have to protect your time, you can’t have scope creep, you have to have a process, like all of those things, and those are important. But you also have to be willing to be flexible and nimble to the client’s need within that, right? Like, there are some organizations, agencies I will say, that have a process that they put clients through, and it’s so rigid that it doesn’t meet the client where they are. And it’s impossible to work with them because of that. And I’ve had that experience too as a business owner. Like, you have to be able to be flexible enough to meet the client where they are and still deliver in ways that you know are going to deliver the results you’ve, that they expect. Chip Griffin: Yeah. And being easy to work with starts before they’re even a client. I am often befuddled by how difficult agencies make it to get in touch with them for a prospect. I see these, these web forms that have like a gazillion questions on them. Like, do you have a problem that you have a wild number of contacts that you can’t handle screening them if you just get name, company, and email? I mean, do, do you really need to ask them a detailed set of questions in a form? Gini Dietrich: Yeah. Yeah. Chip Griffin: I don’t, I really, that’s one I just do not understand, and I’ve talked with a few owners. I’m like, “Well, why do you do it?” “Well, just to make sure that we’re only getting qualified leads.” I’m like, “Do you, do you have a problem with this right now, though? Do you have… Are you flooded with so many that you can’t even just hit delete on the ones- Gini Dietrich: You can’t keep up, right, right … Chip Griffin: that don’t work out?” Google to find out if this is someone legit or not? I, I just- Yeah … And the vast majority “No, no, no, no, we just wanna make sure that they’re qualified.” I’m like, “You understand you’re scaring people away.” Every single extra form, item that you put in there reduces your, the completion rate. Gini Dietrich: Yes, Chip Griffin: Don’t do that. Make it easy. Yeah. Make it easy to schedule that first conversation with you. Strike while the iron is hot. If someone reaches out and they wanna talk to you, bend over backwards. I have a different Calendly scheduling link for people who want to reach out to potentially work with me that opens up more blocks on my schedule. Because why not try to reach those people as quickly as you can? Gini Dietrich: Right. Chip Griffin: And by the way, use a service like Calendly to book time. Stop it with these back-and-forth emails. I can meet between here and here, and this and that. That is, like, 10 years ago. We don’t need to do that anymore. Have a nice little Calendly link that someone can use, or whatever service you wanna use, that just makes it easy for someone to book time. You can always say to them as a polite thing, “If you’d rather just give me a range of times, you can.” But you know what? I’ve been doing this for years, and I have yet to have a single person say, “I’m not gonna click on that link” and instead say, “Well, I just wanna give you some windows.” Right. ‘Cause it’s harder for them. Gini Dietrich: Yeah, right. Chip Griffin: Make it easy. Gini Dietrich: Yes. Yeah, I totally agree. I think really understanding, like, think about it too from the, from your client or prospect’s perspective. If I were receiving this, how would I take it? And look at it through that lens to help you understand how you might improve things to make it easier for them. Chip Griffin: Yeah, and when you’ve got someone on the hook and they’re interested, make it easy for yourself to produce the statement of work and the contract, and get them out the door. Have a standard template. Gini Dietrich: Yep. Chip Griffin: Don’t spend- I mean- Yep … a lot of agencies take a long time between when someone says, “Yeah, I wanna do this,” and when they actually start sending the paperwork. You should be able to get that over within 24 hours. Gini Dietrich: You absolutely should, and I think the problem with that is that people wanna write proposals that are, like, in-depth and strategic, and have tactics, and they’re really a plan. Don’t do that. That’s giving away stuff that you shouldn’t be giving away for free. You should absolutely have a standardized template. And truth be told, I put ours into AI, and I said, “Here are all the things that need to stay the same,” and it will pump that out, and then it will customize based on the conversation I had, and that’s it. And I always tell prospects, “You’ll get something from us in 48 hours,” and they get it within 24, and then they’re ecstatic, and they’re happy, and all the things. Chip Griffin: Yeah. And make it easy to complete. Make sure you’re sending it so they can get an electronic signature, so all they have to do is click, click. It’s done in five seconds. Yep. If you send it to them, and then they’ve gotta actually sign something, and figure out how to take a photo of it with their phone and email it to you, why are you doing that in 2026? E-signatures are a wonderful thing. You should be using those. And then once they’ve done that, make sure you have a templated process for onboarding so that you don’t say, “Oh, we’ve signed the agreement. You know, let me get the team together. We’ll, we’ll, we’ll get back to you in, you know-” Right, right. “… a couple of weeks when we’ve had the chance to figure this all out.” You should have an onboarding process so you hit the ground running. You don’t have to have every answer, but you have to be able to show them that you know what you’re doing. So it’s not just about being easy, it’s building their confidence in those early stages. Gini Dietrich: Yeah, for sure. And you know, one of the things that we find, too, is that, of course, because we have the PESO model, it, it is a very standardized process, right? But we find that clients, prospects come to us a lot with a problem. They think it’s a problem. And they all say things like, “We have a measurement problem. We don’t know how to measure.” And that, truth be told, like, that’s most comms teams, right? Most comms teams do have a measurement problem. They don’t know how to measure. And so we have a list of questions that we ask because that’s a symptom, and we’ve, we’ve discovered through all of our work that that’s a symptom. What’s really the problem? And we ask, you know, we start to dig in, and all of a sudden they go, “Oh, now it makes sense that we can’t measure,” right? So you can have a list of questions based on what the prospect tells you. It used to be that I, I haven’t gotten, had this conversation in a long time just because of the way we’ve shifted the business, but I used to hear all the time, “We’ve had four PR agencies, and they don’t do anything. They pitch a bunch of stuff, and nothing ever happens.” And so I had a list of questions based on that, and I– one of the questions was, “What other– Who, who else have you worked with?” Because I wanna know if you’re the problem or if they’re the problem, right? Have a list of questions that will help you understand so that then you can take all of that and throw it into your AI and say, “This is what I’ve diagnosed. These are what the problems are. Please fill out the template that you have,” and it helps you build a structure for your proposal really fast. Like, in two minutes versus two days. Chip Griffin: I mean, the great thing is being easy to work with tends to make your life easier, too. Gini Dietrich: So much easier. Chip Griffin: Most of these things will actually improve your existence. So, you know, rather than fighting it, rather than feeling like I have to just kind of, you know, push in my direction to get people to align with me, if you can find that middle ground, it will likely make things easier. And you opened by talking about project management, and so I think it’s a good place to, to wind down here as well. Project management tools are something that it certainly makes sense for you to recommend to a client if they don’t have something that they’re already using actively. Yes. You should definitely have one that you’re using and, and that is your default that you would like them to use. But if they say, “Hey, I’m already using something else, we need you to be part of that,” then go along with that, because ultimately it’s not which tool you’re using, it’s that you’ve got some way of keeping it all organized. Gini Dietrich: Yes. Chip Griffin: And if you can do that, you will make your life easier, you’ll make the client’s life easier, and you’ll produce better results. So, so don’t fight on that. Have it, so that if they don’t have anything, you’ve got a solution. Gini Dietrich: Right. Chip Griffin: You’re not like, “Well, you know, we need to think about it. Let’s try to figure out which one do you like? Should we try this? Do you want, do you want vanilla or chocolate?” Like, who cares? Gini Dietrich: Yeah. Chip Griffin: Just pick one, use it, and move on. Gini Dietrich: Yep. Yeah, totally. Yes. Chip Griffin: There I am being cranky just like you said. You’re welcome, everybody. You’re welcome, Gini. Gini Dietrich: Thanks. Chip Griffin: So with that, I think we will wrap up this episode, but, uh, hopefully we were easy to listen to at least. There we go. On that note, I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

Most owner-led agencies know they should be doing more than media relations. One barrier has always been capability: you can’t execute paid media if nobody on your team knows paid media. AI is removing that barrier, and Chip and Gini dig into exactly how. Gini built a PESO model operating system AI that prompts you instead of you prompting it. Many agencies are strong in one or two media types and need scaffolding to think through the rest. The tool can be used to help agencies execute unfamiliar disciplines step by step. Chip frames this as an opportunity to do things that were theoretically possible two years ago but practically out of reach. A paid campaign to amplify a blog post no longer requires hiring a specialist. Beyond drafting, both hosts made a case for AI as a learning tool instead of merely a content machine. Gini tested this directly by vibe-coding a PESO model diagnostic, working through multiple versions with AI troubleshooting each step. The practical upshot is that you can use AI to build separate knowledge-rich agents for each media type, loaded with client messaging and context, and treat them as thought partners for areas where your team lacks depth. It won’t eliminate the need for people or strategic thinking, but capability is no longer a credible excuse for staying stuck at one letter of PESO. Key takeaways Chip Griffin: “AI is a great opportunity for all of the things that you wished you could have done two years ago that now become much more feasible for you to do without having to go out and bring in-house new expertise.” Gini Dietrich: “I have built my entire organization using agents. It doesn’t replace anybody. I still need people to do the work, and I still need people to do the strategic thinking, and I still need people to service the client work. It makes us smarter, it makes us faster, it makes us more productive, but it doesn’t replace anyone.” Chip Griffin: “It doesn’t have to do it for you, it can help educate you… You can make it tell you at whatever level of knowledge you need in order to become comfortable with it, and then you actually start to learn it.” Gini Dietrich: “If you don’t have shared or owned and paid expertise internally, you can use those agents to help you build those things.” Related The PESO Model evolves for the AI era (and why your website isn't dead) Has the PESO Model become a necessity for modern agencies? Agencies need the PESO model now more than ever How to allocate your client's PESO budget View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I think we’re gonna let AI do our jobs today. I know we don’t ever talk about AI on this show. Gini Dietrich: We don’t. We don’t like it at all. Chip Griffin: But I think AI is gonna let us do so much more here. Awesome. Maybe even, maybe we can even implement the PESO model as part of the show. Gini Dietrich: Beautiful. Let’s do it. Chip Griffin: I’ve, I’ve heard that the PESO model is something that’s really important that we should- … we should focus on. So why not let AI help us with it? Gini Dietrich: Oh, I love it. Maybe we could use NotebookLM and have it create its, our voices too. We’ll just be done. We don’t have to do anything. Chip Griffin: That’s a great idea. Gini Dietrich: Yeah, let’s do it. Chip Griffin: So then, you and I could just connect and just do our gossiping and chit-chat. Gini Dietrich: Right. Yes. Chip Griffin: And we’d still get an episode even without having to take the time to record. Gini Dietrich: Yes. I like it. Let’s do it. Chip Griffin: I like it. I like that. That would be- That would be fun. Gini Dietrich: We don’t gossip. What do you mean? Chip Griffin: Gossip, talk about world events. Whatever, however you want. I mean- Gini Dietrich: Yes. It’s kind of good that those aren’t recorded. Ah. Chip Griffin: It is. I suspect we would get a lot of listeners, but we’d lose a lot at the same time, so. Gini Dietrich: Yes. Chip Griffin: In any event, we are going to talk about AI again because it is top of mind for all of us, and so we all ought to be thinking about it. And we are gonna talk about the PESO model because we just happen to have somebody here who knows a little bit about the PESO model. So let me explain it to you… Oh, no, I didn’t. Oh. I wasn’t talking about me. With the founder of the PESO model as one of the co-hosts. It, we’ve talked about the PESO model before, but I think, you know, one of the things that, that has occurred to me in recent times, and I’m sure it has occurred to you as well, is that AI can help more PR agencies go deeper into the PESO model, particularly in areas where they maybe don’t have as much in-house expertise. And, and one- Yep … of the things we’ve talked about with agencies a lot is that the PESO model touches a lot of different things, and it’s difficult for any small agency to have all of the skillsets needed to fully execute PESO properly. Gini Dietrich: Yep. Yeah. Chip Griffin: AI seems to open the door to more of that. Gini Dietrich: For sure, it does. One of the things that we did late last year is I built a PESO operating system AI. And instead of you prompting it, it prompts you. So it’s built to do exactly that, so that you can say, “Okay, well, we’re really good at media relations, but we don’t have any expertise in shared, owned, or paid,” or, “We’re really great at owned and shared, but we don’t have any expertise in earned and paid.” Whatever it happens to be, right? And so it will h- it will prompt you with questions to help you think through, “Okay, if we’re great at owned and shared, but we don’t have the E and the P, here are the things you need to be thinking about.” And it will help you either figure out how to execute it on your own with step-by-step instructions, or it will give you a creative brief that then you could hand off to a partner. So it, it’s built to do that, but the point is, is that- I mean, would I prefer you use the PESO OS AI that I built? For sure, but really any AI could do that. I think if you,you have to prompt it. It’s not gonna prompt you. But I think any AI based on information that’s out there in the, on the web that we’ve created around PESO, it will be able to take all of that and say, “Here are some things you should be thinking about.” And I think it’s really good at helping you think through things that you’re just not an expert at. And it’s really good at helping you think through, gosh, we should be using paid to amplify our content, for instance, but I don’t have any idea. Do– should I do it on LinkedIn? Should I do it on Instagram? Should I do it on TikTok? Should I do it on Google? Like, I have no idea. So AI is a really good thought partner from that perspective. Chip Griffin: Well, and I think that’s the, that’s the key point is that it allows you to, certainly you can look at it in, at a 30,000-foot level, you know, with your specialized OS that allows you to really think the whole big picture through. Yep. But you can also use it in a very granular way to say “Hey, look, I know I want to amplify this content. Let’s, let’s look at the various ways that we can do it, and help educate me about how we do that most effectively.” Yep. And, you know, to me, AI is a great opportunity for all of the things that you wished you could have done two years ago Gini Dietrich: Yeah Chip Griffin: That now become much more feasible for you to do without having to go out and bring in-house new expertise, or hiring someone if it’s, particularly when it’s focused, right? If it, it really is just, “I need a paid campaign to amplify this blog post.” That is a whole lot easier to do with AI, frankly, than it is to go hire somebody in-house- Yeah … and a lot cheaper. Gini Dietrich: Absolutely, yes. And it will give you the step-by, literal step-by-step instructions if you wanna do it yourself. Right. And if you don’t wanna do it yourself, you say, “Help me create a project brief or a creative brief that will, that I can hand off to a partner,” and it does that for you too. So one of the things that we do is, you know, I have a paid media expert in, on our marketing team, but then we hire out, depending on what we need, we’ll hire out sort of the day-to-day minutia piece of it. ‘Cause, you know, especially in paid media, you have to be in there every day and testing and tweaking and all that kind of stuff. And AI’s great at saying, “Eh, pay attention to this,” but not great at actually pushing the buttons. And so it has helped our paid media team even just outsource some of that stuff too. So it’s, I think it’s really great from that perspective. You know, it’s still, you, like, I think some, especially PR professionals, are using it for, like, list development and media pitching and things like that, which is fine, but it’s still not… it’s still a good first draft. You still have to add your personalization. You still have to do those kinds of things. One of the things that we were kind of struggling with, actually not struggling with, we were arguing over internally, was our outbound sales campaigns and what those said. And I felt like they were way too long. Our chief revenue officer felt like the calls to action weren’t right, and so we put it into AI, and we were like, “This is where we’re struggling. We’re not agreeing on these five points.” And it pumped out some stuff that we were like Okay, that’s– I– All right, let’s try that. So, you know, I don’t know yet if it’s gonna work ’cause we haven’t launched it, but it helped us think about things a little bit differently than we had just the three of us shooting the shit around a Zoom conversation. Chip Griffin: Well, and to your point, it’s a great jumping-off point. It’s not necessarily a final draft of everything, but, I mean, let’s say you, you know, you’re– you don’t consider your team very adept at creating social posts on their own, but you want to use PESO to amplify content. You can take that piece of content and say, you know, “Give me three to five drafts that I can look at.” Yep, yep. And you can pick the one that, that resonates most with you, and then, you know, hone that and use that as your post. So again, it just, it allows you to do things that either would’ve taken much longer a number of years ago or just you wouldn’t have been able to do without hiring someone new in-house or that sort of thing. And so having those opportunities means that you can adopt a lot more of the PESO model as an agency, which certainly benefits your clients, but it benefits your business as well. Because as we’ve talked about, pure PR agencies, despite the renaissance of the importance of earned media as a result of LLMs and all of that, you know, you still, I still think it is very difficult to have a media relations only agency in 2026. Gini Dietrich: Yeah. Chip Griffin: It’s not impossible. There are certain niches where it works and certain setups that work, but for the vast majority of old time traditional PR agencies, they need to be getting into more of the PESO model, even if it’s not all four letters. Even if you get into two of the letters- Gini Dietrich: Yeah Chip Griffin: that’s gonna help you a lot. Gini Dietrich: Yep. Yeah, for sure. And it does– definitely helps you, like I think I’ve mentioned before that I have several different agents, AI agents, and one is my co-CEO, and my co-CEO, like, it will argue with me, and it will tell me, like last week it said, “That’s a stupid idea.” And I was like, “Ah, well, screw you, too.” But it helps you think through those things. So you say, “Okay, what if I want to build an agency that is focused around the PESO model, and I’m gonna go through the certification so that I can create an agency that’s focused on it. What am I missing? What do I need to hire for? What can I use you, my AI, for? What can I…” Like it helps you think through all of those things. “Help me build a plan to be able to do this over the next two years. I want to create some intellectual property based on what you know about me and how I’ve used you in the past. What is some intellectual property that we might be able to create as an agency?” It can help you with all sorts of things. Chip Griffin: It can, and it, it also, you can calibrate it to your own knowledge level or your team’s knowledge level, so you can have it just help you with some, some drafts. You can have it just teach you how to do things. Gini Dietrich: Yep. Chip Griffin: And I think that’s an often overlooked use of AI. Yes. Absolutely. It doesn’t have to do it for you, it can help educate you. Yep. And part of that is just communicating with it and say, “Treat me like I’m an absolute idiot.” Gini Dietrich: Yep. Chip Griffin: “And give me out- actual step-by-step instructions. Assume I don’t even know how to click the mouse. Like, tell me to put downward pressure on the button in the middle of the…” Like, you can make it tell you at whatever level of knowledge you need in order to become comfortable with it, and then you actually start to learn it. I mean, I think we, we all think of AI as something that, that’s, you know, can just replace us, but it can also help us learn so that we develop our own skills, and maybe we don’t need the AI for what we need it for today, but instead we can use AI to take us to the next level because we’ve already built in that knowledge from having worked with AI previously. It should be viewed as a growth opportunity, not as just, you know, the lazy way out. Gini Dietrich: Yeah. I, absolutely. I love that because, you know, I kept hearing about this vibe coding thing, and everybody was talking about vibe coding. I was like, “Okay, I wanna try vibe coding. What do I want to vibe code?” And so I actually asked my AI boyfriend, “If you were me, what are some things you would vibe code just to test it out?” And it said, “You should do a PESO model diagnostic so that people understand where they sit on the PESO model maturity ladder.” And I was like, “Okay.” So I went into lovable.ai, and I built a PESO model visibility assessment is what I built first, and it was a really good first draft. And then I went through it and I had some friends take it, and I had my team go through it and got all of that feedback, and then I built the PESO model diagnostic from there. So it probably took– I probably had five or six versions before I was ready to take it public. Then I was like, Okay, now I have to figure out how somebody gets their results, and then how do I attach it to ActiveCampaign, which is our software, our email software, so that they can have their results emailed to them? It’s a little bit harder than it sounds. Chip Griffin: I, I think that’s, that’s part of the thing with vibe coding. People- Gini Dietrich: It’s absolute, yeah, a little bit harder. Yeah. But it did exactly what you said. Yeah. I was like, “I am lost.” Yeah. And I actually said, “I think this is above my pay grade.” And, and it said, “Okay, let me help you.” And so it broke it down step by step by step. We finally got it figured out, but then it wasn’t, it was doing everything that we needed it to do, but it wasn’t emailing. So I had all the tokens in the email, so like, “Hi, first name, here’s your…” Like, I had all those tokens, but it wasn’t triggering that. And so it helped me figure out, it like, it helped me troubleshoot and figure out why. And I, there’s no way on earth, not in a zillion years, I could have done that on my own two years ago. Absolutely not. Chip Griffin: Yep. And it really, it really is amazing how it can help you with some of those things. Now, it can also send you down some rabbit holes that are- Gini Dietrich: Yes, it did that too … Chip Griffin: not the right ones, and, and then- Gini Dietrich: Correct. I was like, “No, that’s not right.” Chip Griffin: And then it says, “Oops. Yeah, sorry. That’s, I, I didn’t mean to do… You’re right- Yep, you’re right. Mm-hmm … that I should’ve gone a different direction.” Gini Dietrich: Yeah. Yes, it does do that. Chip Griffin: And so, you know, that is always one of the challenges of vibe coding, is it opens a lot of doors, but it can lead to a lot of frustration, and you have to be ready to handle that. Gini Dietrich: Yeah. Chip Griffin: And particularly for someone like you, who has not been steeped in development in the past. Gini Dietrich: At all. Chip Griffin: You know, it probably takes more effort to get past that frustration than- Yeah … say, for someone like me, where I can spot early on that it’s going in the wrong direction, ’cause I’ve written code, and I’d be like- “Mm, I don’t- That does seem wrong, too … I don’t know if we really wanna do that.” Yeah. Yeah. And, but, but you can also ask it a lot of questions, and part- you know, I use Claude Code personally, and so, you know, it will often give options, or you can ask for options and say, you know, “Let’s go through the pros and cons of these different paths that we can do before we build out a whole product around something that we’re like, ‘Eh, that’s not gonna work.'” Gini Dietrich: Yep, yep. Chip Griffin: And you can think them through. You can think through what, what are the maintenance costs? What are the actual hard costs of it? Yep. And there are times where the tools will suggest something to you that, that costs something, and they’ll, it, it’s sort of like, you know, Waze. Waze sometimes likes to avoid tolls. I’m like, “Don’t, I don’t wanna avoid a toll. I wanna get there faster.” Gini Dietrich: I wanna get there faster, right. Chip Griffin: Like, to, to me, I don’t- Gini Dietrich: Yeah … Chip Griffin: don’t put me on all these weird side streets so I don’t pay a toll. Same thing with these tools. They often default to the free option, and sometimes you’re like, “Well, I’m willing to pay $5 a month to get this email sent to me correctly, and, and not have to, like- Right … go down to the command line and configure- Yeah … all this stuff. Yes. And then my computer’s always gotta be on, and all that kind of stuff. So, but the, the point is that that a lot of these tools open up the doors for the things that you can do, which then, again, expands that capability so that you are moving beyond just being one of the four letters and moving into at least two, if not all four, of PESO. Gini Dietrich: Yeah. And I would say also that if you, if you want to do this, it’s not a small undertaking, but if you want to do this, you can, there are lots of ways that you can do this, but I’ll make it super, super simple. Using Claude, you can create projects. And the projects can be focused on, okay, we’re gonna have one for earned, we’re gonna have one for paid, we’re gonna have one for shared, we’re gonna have one for owned. And in those specific projects, you build files, knowledge files that teach it what you wanna do from an earned media perspective. These are our clients. This is what we talk about. These are their messaging. Like all– Here’s our media list. All that kind of stuff goes into the knowledge files. You give it some instructions, and then it becomes your earned media thought partner, or same with your other media types. So if you don’t have, you know, shared or owned and paid expertise internally, you can use those agents to help you build those things. I will say, though, that, you know, people keep talking about how AI is going to replace us, and I have gone way down the rabbit hole from an agent perspective, and I have built my entire organization using agents. It doesn’t replace anybody. I still need people to do the work, and I still need people to do the strategic thinking, and I still need people to service the client work. Like, it makes us smarter, it makes us faster, it makes us more productive, but it doesn’t replace anyone. And so I say that because I want you– I don’t want you to be afraid of, oh my gosh, if we use this and we use this, I use it to help me think through the other media types that we aren’t doing, that it’s going to replace us, or the clients aren’t gonna wanna work with us. That’s not the case at all, at least not in my experience. So I would say test it out, play with it, get really good at it, because it will help you achieve some of the goals that you want to achieve a lot faster than you can do it on your own. Chip Griffin: Oh, absolutely. And, and it doesn’t even require you to know even the general direction. You can simply go in there and say, “Hey, look, you know, I’ve got this blog post. It’s not getting much traction, but I feel like it should. Help me to understand why it’s not.” And, and- Yep … so it’ll help, it’ll analyze the structure and content and maybe make some suggestions there. But then in the conversation you can say, “Well, you know, it doesn’t seem to be generating much in the way of inbound traffic from social. Help me think that through. How can I do that better or differently?” And it, it allows you to do a lot more, and I think particularly for those agencies who are doing any form of video, AI can be a really good tool for helping you to expand the use of that video into other things, right? I mean, the obvious that we’ve had for years is the automatic transcription, right? So you start from a point of you’ve got a transcription and so you’ve got, you know, more content that’s out there that’s more easily indexable by more tools. You know, some of the LLMs, you know, quote-unquote “watch video,” some only can use transcripts, so you wanna give both ideally. Yep. But you can go well beyond that. I mean, a lot of people are just kind of slapping stuff up on YouTube without any kind of a good description if they’re doing video. Use AI. Let it, let it give you a quick first draft and you can do that correctly. Let it start drafting social posts so you can get it out there. Make sure that you’re turning every video into a blog post. There are so many things that you can do from that one nugget. It’s one of the reasons why I love video so much, is because it can spiral out into these other formats so easily. But all of that then helps to fuel your efforts on the PESO model, and all of it can be done in an organization without all of the things that you would have needed five or 10 years ago. You don’t need a dedicated video producer or a high-end external video, you can use something like we’re using right here today with Riverside, where you can just- free plug there. We’re not, we’re not sponsored by them, but- … you know, we, we use it, and it, it does a nice job of cutting this up. If you’re watching this on YouTube, it switches camera angles. I don’t do anything except click a little button that says, “Do this,” and I get to choose how aggressive the, the camera switching is. Gini Dietrich: Yeah. Chip Griffin: That’s fantastic, right? But it will also then clip things that you can use for social media. And if I’m a traditional PR agency, I don’t know anything about any of that kind of stuff, but it’s all valuable to furthering the PESO model for my clients. So why wouldn’t I be taking advantage of AI to help me go down that path? Gini Dietrich: Yeah. And I would say if you are a traditional PR agency, even things like, “This pitch isn’t landing. Tell me what you think.” Sure. “How would I… Like, I’m trying to reach this, this, and this reporter with this pitch. Analyze it for me.” Like, that kind of stuff you should be doing every single day. Chip Griffin: Right, ’cause the PESO model isn’t just about ticking boxes. It’s about doing all those things well, right? Gini Dietrich: Right. Chip Griffin: You, you can have a nice little report card that says, “Check. I did the P. I did the E. I did the S. I did the O.” But are you doing all of those well? And, and- Right … maybe even what your agency is, is built around, whichever letter is the core of your personal expertise, there are certainly ways that you can use AI to improve even on that- Absolutely … even before you go down the other  avenues. Gini Dietrich: Absolutely. Yeah. And one of the things that we’ve been, you know, when we, we evolved the model for AI into an operating system, and that is because all of the media types build on one another, right? So it will help you figure that out. So I can say PESO model’s now an operating system, and I’m sure you’re like, “I don’t know what the freak that means.” And it, it will help you figure out what that means and how you can apply that to your business. Chip Griffin: Yeah, I mean, operating system may be one of the most overused product descriptions these days, but- Gini Dietrich: It works in an enterprise. Chip Griffin: everybody’s got an operating… you know, you read anything AI-related, everybody’s got an operating system. Gini Dietrich: Works in an, in an enterprise really well. Chip Griffin: It, it … Oh, I mean, I, I’m not arguing that. It’s just, it’s kind of, it, it’s kind of like 30 years ago where everybody used the word paradigm. Gini Dietrich: Oh, fair. Chip Griffin: Like, okay. Gini Dietrich: Really? PESO model paradigm. Chip Griffin: I gotta, gotta hear about- There, I like that. That’s nice … OS again. Ugh. Ugh. Of course- Ooh … I’m old enough to remember actual OSs back in the day. You know. MS-DOS, for example. Way, way long time ago. Gini Dietrich: That’s right. Chip Griffin: On that note, before I go down memory lane and really bore everybody, we’ll wrap this episode up. But use the PESO model, and use the AI to help you get there more effectively- Yes … faster. Gini Dietrich: Yes. Yes. Chip Griffin: Grow your business, help your clients. Gini Dietrich: Yes. Make lots of money. Chip Griffin: Make lots of money. On that note, I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

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PREVIEW for Later Today: Mary Anastasia O'Grady explores why Argentina retains the peso despite Javier Milei'sdollarization promises. She explains how the currency's instability benefits wealthy elite and traders while ordinary citizens prefer holding dollars for financial security.1930 ARGENTINA