The march of new AI tools continues on, and today, Gini Dietrich has another particularly interesting one to share with you. Google's NotebookLM has some functionality you have to hear to believe.

Sometimes you're asked to create content based on a subject matter expert who... doesn't actually have the time or desire to talk to you. This can be a recurring (and common!) problem and on this week's episode of the Spin Sucks Podcast Gini Dietrich is sharing a secret that makes it a lot easier.

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

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

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

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

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

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

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

Sometimes when you quote a price the reaction is less than enthusiastic. Just because you get a little pushback doesn't mean you should back down, however.

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

Gini Dietrich walks through the steps to establishing an excellent, lasting communications program.

On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about what kind of messaging belongs where, and how to be ready to communicate in a crisis.

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

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

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

Gini brings in her first-ever guests!

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

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

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

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

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

The role of communicators is always changing - not least because there are always new platforms and changes to existing ones to integrate into our plans. What stays the same is balancing the demands of speed, accuracy, engagement and integrity - and today on the Spin Sucks Podcast, Gini Dietrich is talking about how.

This week on the Spin Sucks Podcast, Gini is talking about how most people are using their PR powers for good.

If you want your clients to be confident that your communications work is ethical, responsible, and measurable, becoming a PESO Model Certified Guide© is the best way to get there. Gini Dietrich answers your questions about the new program on this week's episode of the Spin Sucks podcast.