The Spin Sucks Podcast with Gini Diet...

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

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1
Drawing the Line Between Helpful Automation and...
It seems like AI content is everywhere these days - in your inbox, on LinkedIn - even in major publications. And for all the many amazing ways AI can help make you more effective, it needs to be supervised. Closely. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to walk the line between getting value out of AI tools, and losing the credibility you've worked so hard to build.
17 min
2
Be a Business Partner, Not a Vendor
In an environment that is constantly changing, you need to make sure that you are in partnership with your clients, and providing the strategy and insight they need to grow. This week on the Spin Sucks Podcast, Gini Dietrich is walking you through exactly how to change your relationship from vendor to business parter.
19 min
3
Making Your Data Stories Relatable and Actionable
15 min
4
The 4 Types of Data Stories You Need to Know
17 min
5
Creating the Story Your Numbers Are Telling
This week on the Spin Sucks Podcast, Gini Dietrich is talking about how you can take your client's data and uncover the why behind the number by asking the questions they haven't asked yet.
12 min
6
How to Measure Outcomes, Not Just Activity
The PESO Model© will help you build an integrated communications strategy, but if you're not measuring the right things - the outcomes it's creating - then you're going to have a hard time proving it. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how to stop measuring your activity, and start putting some real numbers around the outcomes you're creating.
18 min
7
The PESO Model©: It's All About Integration
Doing a little bit of everything - picking and choosing tactics - is NOT using the PESO Model©. This week on the Spin Sucks Podcast, Gini Dietrich is talking about the real power of the model: the integration. When you have a fully integrated PESO Model© strategy, then you have a replicable system that works in your sleep, with each element re-inforcing all of the others, and *that* will never be achieved by choosing and deploying individual tactics.
15 min
8
Rethink, Refine and Future Proof Your Communica...
As economic uncertainty and the pace of technological change increases around the world, the communications plans you made late last year might already need an update. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking you through how you should be reviewing and updating your communications plans in light of this constantly changing environment.
15 min
9
The Evolution and Elevation of the PESO Model©
16 min
10
What AI Can Do and Why it Can't Replace You
15 min
11
The Enterprise Integration Gap
20 min
12
[Replay] The 5 Kinds of Stories You Need to Tell
16 min
13
The Shift In Thinking That Creates Strong Brand...
Most brand stories miss the mark becuase they're focused on the wrong thing, don't resonate with the intended audience, or lack consistency accross different channels. But there is a way to do it right, and that's exactly what Gini Dietrich is sharing this week on the Spin Sucks Podcast.
14 min
14
[Replay] Winning Business without Proposals
8 min
15
Vertical Stories Need to be on Your Radar
You've seen them on TikTok, Instagram, Facebook and YouTube - they're an increasingly popular and important method of connecting with the people interested in the companies you represent. On this week's episode of the Spin Sucks podcast, Gini Dietrich is talking about how to use this format, and how to integrate it into your PESO Model© strategy.
14 min
16
The New AI Search Reality
If AI is stopping people from clicking through to websites - what is the end goal for our PR work? That's what Gini Dietrich is exploring on this week's episode of the Spin Sucks Podcast: the challenges, the opportunities and what you should be tracking and prioritizing as the landscape keeps shifting.
16 min
17
Gazing into My Crystal Ball: Using the PESO Met...
Gini Dietrich dives into AI and how PR professionals are the future of marketing.
15 min
18
Become an Overnight Success in Just 10 Years
Your intellectual property is the culmination of your experience, insights and proven methodologies - and you should make sure that your proprietary ideas, productized services and frameworks are unambiguously yours. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is walking you through the exact steps to take to use you IP to become an overnight success... in just 10 years.
14 min
19
How AI is Changing Search - What You Need to Know
AI search engines, and even traditional search engines using AI are changing how people look for and find information. For communicators, this means we need to update the way we're using The PESO Model to make sure we're getting found where people are looking. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is telling you how.
14 min
20
Creating Ecosystems Around Your Opportunities
The magic of the PESO model is integration between the different media types. Often the lines are blurred between the elements and that means you're doing it exactly right. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to be omnipresent, and why you need to create an environment around each opportunity you have.
14 min
21
Bridging the Trust Gap with the PESO Model©
Gini Dietrich reviews the Annual Edelman Trust Barometer Report and how you can use the PESO Model to address trust challenges in today's communication landscape.
19 min
22
Plant Your PESO Model© Tree Today
A mistake that companies and individuals often make with the PESO Model© is treating it like a checklist of tactics rather than what it really is - an integrated strategy. On This week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make sure you're getting all of the benefits of the system - not just a few wins here and there.
18 min
23
Search in 2025 - What Communicators Need to Know
Search is always changing, and as communications professionals, we don't always stay up to date on the latest. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing how you should be updating your SEO strategy in 2025 to make sure that the people who need to find your content, do.
12 min
24
How to Not Be Replaced by AI in 2025
There are things AI can do. Lots of them, in fact. But it can't do everything and it can't replace a solid communications plan and team. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how AI can enhance your PESO Model™ Strategy in 2025 - complete with measurement and integration.
12 min
25
The Importance of Friction
Competing priorities - goals and budget, immediate results and long term sustainability, efficiency and authenticity - communications is full of them. But that friction can be the source of the best, most creative and most profitable work your company does. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make sure your programs have enough friction for the magic to happen.
15 min