The Spin Sucks Podcast with Gini Diet...

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The One Thing We Can Control: Owned Media
There is a lot in communications you have to react to rather than create and control, but Owned Media is all yours. On today's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make the most of your Owned Media.
7 min
Putting the PESO into your Sales Funnel
In this week's episode of the Spin Sucks, Gini Dietrich is talking about how the PESO model can be specifically applied to the buyers journey.
8 min
An Integrated PESO Model That Executives Love
On this week’s Spin Sucks podcast episode, Gini Dietrich is sharing a PESO Model™ primer: why you need it, why your communications program should evolve, how to measure it, and why executives love it.
12 min
The Golden Word for 2023
Happy New Year! Hopefully you have had a lovely break, and you're ready to tackle a new year with new projects, new clients and piles of data to measure. Gini Dietrich is talking about what you should measure this year and why on the Spin Sucks Podcast.
9 min
A Robot Wrote this Episode
You might have heard about ChatGPT - the ai engine that can answer questions and generate content. Gini Dietrich is giving a demonstration of the tool and talking about where AI writing can be helpful, and where it won't be on this week's episode of the Spin Sucks Podcast.
8 min
Ignore Communications Counsel at Your Own Peril
You never need a communications professional more than when things get really, really messy. There is a certain type of tech CEO that doesn't seem to believe they need communications counsel - and the results are going to be extremely interesting. Gini Dietrich is talking about the fall of FTX and the actions of Sam Bankman-Fried on this week's episode of the Spin Sucks Podcast.
8 min
Digging into some Content Marketing Data
It's always important to stay up to date on the latest data! Especially when you're building and maintaining robust and comprehensive communications plans. This week on the Spin Sucks Podcast, Gini Dietrich is looking at the results from this year's Content Marketing Institute and Marketing Profs Content Marketing Benchmarks Budget and Trends Survey.
7 min
Why You Need Client Personas
You need to apply the same skills to your internal and external clients as you do to your broader audience and community. Gini Dietrich is talking about creating client personas on this week's episode of the Spin Sucks Podcast.
6 min
How Well Do You Know Your Clients?
Your relationships with your clients are professional ones, but it's also important to understand them on the human level On today's episode of the Spin Sucks Podcast, Gini Dietrich is talking about some of the things you should know about your clients to create the best possible working relationships.
8 min
Overcoming Struggles Implementing the Peso Model
This week, Gini shares the four main issues many struggle with when using the Peso Model and how to effectively overcome them.
13 min
Why You Should Read Trust Signals
Do you remember when social media was social? Back when it was, Gini Dietrich connected with Scott Baradell and started a friendship that has lasted for years. Scott has recently published Trust Signals, and in this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing an excerpt and talking about why you should give it a read.
10 min
Creating a Community Flywheel
Having a community around your business can be a huge advantage in everything from your sales to your content marketing to your brand reputation, and in this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about why that is, and how to build and nurture one.
10 min
Being Trustworthy When You Can't Trust Anyone
Trust is a scarce commodity these days - but businesses have more of it than you migth expect. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the lastest Edelman Trust Barometer, and how to use owned media to be seen as a trusted source of information.
10 min
Telling Stories That Mean Something
7 min
Ending The Praise Deficit Between Men and Women
Gini discusses the differences between the praise men and women receive from their peers, colleagues, and bosses.
8 min
Ongoing Education about Earned Media
In PR, you have to educate your clients about what is possible, but also what is going to be the most effective in terms of earned media. That's what Gini Dietrich is talking about on this week's episode of the Spin Sucks Podcast.
9 min
Sweet Sixteen for Spin Sucks - What We've Learned
16 years ago, Gini Dietrich and her team started the Spin Sucks Blog. Enjoy this special clip episode where Gini is talking about the history of the company and members of the Spin Sucks Community talks about what it has meant to them over the years.
12 min
What To Do When You're Professionally Ghosted
It hurts to be professionally ghosted. Gini Dietrich is talking about how to handle it.
9 min
Who is the Worst Villian in Literature?
Sometimes a team meeting can (and should!) stray off of business topics, and get to really vital issues - like who is the greatest villain in literature.
8 min
It's Not All About the Evidence
Persuasion is an art that communicators need to constantly hone. We might wish that data and facts and evidence were enough to make our cases, we need to use a variety of different skills, and wear a variety of different hats, to achieve what we need to.
9 min
What's Up With All the Extra Work?
8 min
Meausuring the Work We Do
Measuring the succes and impact of the work they do is one of the biggest challenges that communicators face. Today on the Spin Sucks podcast Gini Deitrich is talking about how to track, measure and communicate the results of the campaigns you run.
8 min
Using Our Powers for Good
There are a few bad apples that seriously damage the reputaiton of every industry, and PR is no different. Today, Gini Dietrich is talking about how critical it is that professional communicators act with integrity.
8 min
The Many Benefits of Introverts in Business
Today, Gini Dietrich is talking about the different things introverts bring to the table, and how to make sure they're able to contribute the value they bring to the table - without making them completely miserable.
8 min
Break the Rules to Discover New Ideas
Sometimes breaking the rules is exactly what you need to succeed.
8 min
Have You Seen What's Happened Now?
That's the question we're asking each other, and ourselves every week now, and when life and work are a pressure cooker of things to worry about, Gini Dietrich wants us to remember to take care of ourselves, and shares some ideas for how to do it.
6 min
Be Nervous, But Also Be Ready
There is reason to be nervous about the economy, and what is going to be happening in the coming months and years. But, it's all going to be okay.
8 min
[REPLAY] The Differences between Marketing, C...
What drives Gini Dietrich absolutely batty? Thinking that the different elements of communication are totally different fields that stand alone. We're all communicators whether we're in email marketing or crisis communications or anything in between. Listen to this week's episode to find out why.
12 min
Do You Really Want To Go Viral?
Lots of companies are hoping for thier big PR break - but most companies don't have the story to make it happen - and don't really know what they'd do if it did.
8 min
Highlights from Muck Rack's 2022 State of PR Su...
This year's Muck Rack state of PR survey is out and it's a doozy. Gini Dietrich is breaking it down and talking about some of the highlights on this week's episode of the Spin Sucks Podcast.
8 min
Women Change Everything
Research shows that when women step into executive roles, profits increase. Gini Dietrich is exploring why this is on this week's episoe of the Spin Sucks Podcast.
8 min
Focusing on the Positive
Positive feedback is critical to the moral and motivation of your team. While it's important to give constructive criticisim when it's warranted, there's no need to find it just to balance out the good things you want to say!
8 min
Preparing for the Inevitable
As much as we'd like to avoid it, recessions are inevitable from time to time. The is an old adgage that advertising was a bellwether for the economy, and it's proven to be true.
15 min
A Conversation with Mini-Me. Happy 200th Episode!
Happy 200th Episode! Fully recovered from moving house and Covid, Gini Dietrich is celebrating 200 episodes of the Spin Sucks Podcast with a hard hitting, no holds barred conversation with superfan and tough critic, Addie Dietrich.
6 min
It Needs to Be a Perfect Pitch
Earned media is becoming harder and harder tog et with journalists and other gatekeepers, but is increasibly important to executive teams. Your pitches need to be on point, and this week on the Spin Sucks Podcast, Gini Dietrich is talking about how to do it.
10 min
Who is Responsible for Deception at the Top?
Every now and then someone comes along and runs an absolutely epic scam. How people get away with it is baffling, and yet they do - and then sometimes people like to blame PR for at least some of the fallout.
8 min
It All Starts with Owned Media
Every really good PESO model based plan starts with owned content as the foundation
9 min
Building Traction as Fast As Possible
On today's episode of the Spin Sucks Podcast Gini Dietrich is talking about how to make the process of building traction as fast and efficient as possible.
11 min
Make Your Social Decisions Strategically
Shared media is one of the PESO model elemtents it's easy to be wrong about - often because we feel like we should be on a particular platform without having a solid strategic reason to back that up.
6 min
Earned Media in the Age of the Paywall
8 min
Gleefully Share the Spotlight
I always say that people buy from people, and if your clients are happy to buy from - and work with - the other people on your team, it is going to be much easier to scale. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how and why to elevate your colleagues.
8 min
Sometimes You've Got to Pay to Play
When you get a juicy media placement - how to you leverage it? Paid media is a great way to get more out of the mentions and attention you are getting by other means, and on today's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to do that using the CAB method.
7 min
As the Situation Escalates
While parts of the world are in crisis, it can be difficult for communicators and companies to know what they should be talking about and how. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to communicate your ESG efforts.
7 min
PR Pros Behaving Badly
There's more than one reason to keep your nose clean as a communicator - but not everyone does. There are plenty of companys out there who seem to be doing their level-best to keep the reputation of the industry low.
8 min
Navigating the Worst Times
Sometimes, bad things happen, and how companies deal with employees going through bad things is a huge point of potential success or failure. Grief leadership is the skillset required to navigate these situations.
10 min
When a Good Plan Comes Together
Whether you're working for an agency, a non-profit or by yourself, you need a solid communciations plan to set expectations, define success and protect you from demands you can't (or shouldn't) meet
16 min
It's a Small World - Choose Your Words Carefully
You never know who you might run into - and who they might know! It's always good practice to treat other people the way you want to be treated, and that principle has potentially huge implications in your business, in your communications, and in your personal life.
11 min
Build Your Own Hot Streak
Sometimes we have times in our lives when we feel like we can do anything - we're creative powerhouses and nothing can stop us, and other times we feel like nothing will ever go right again.
8 min
[Replay] Where Does Your Knowledge Come From?
If you know what you know and what you don't know, you're doing pretty well - but do you ever think about where your knowledge and decisions are coming from, and if that information is inaccurate?
10 min
Rethinking and Unlearning
If change is low-risk, we tend to like it - but the higher the risk, the less open to it we are. This is a problem because things are constantly changing and to stay current, we need to keep ourselves open to the process and the outcomes.
9 min
What Happened in 2021 with Business Podcasts?
This week on the Spin Sucks Podcast, Gini Dietrich is digging into the result of the 2021 State of Business Podcasting Report from One Stone Creative, and what you can take away from it to start (or refine!) your podcast this year.
9 min
[Replay] A PESO Model Primer
To start 2022, we're replaying the popular year-opener from 2021, with a PESO model primer where Gini Dietrich talks about how we can use the PESO model to do more with the skills and talents we have available.
16 min
Creating a Culture of Trust
Trust in the media, scientists and the government has taken a nosedive in the last couple of years - and it's one of the most difficult things to quantify.
10 min
7 Steps to Starting a PR Firm (Or Side Gig)
If you're thinking about starting your on PR company, or going out on your own as a freelancer, then this week's episode of the Spin Sucks Podcast is for you.
8 min
[Replay] Tracking Down Elusive Communications M...
In the communications industry, we don't have a uniform way to measure what we do, which causes confusion about everything from what we should be measuring in the first place, to what kind of goals and objectives make the most sense to try and measure, and how to communicate it all to teams, leadership and boards
7 min
"No Comment."
What do you think it means to share something "off the record?" On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about giving information on background, what you can expect when something is off the record, and how to navigate "on background" conversations with journalists.
8 min
94% of Communicators think WHAT?
The Muckrack State of PR Measurement Report has recently been released and the results are shocking. 94% of respondants say they measure success and results by the number of stories placed - but that is nowhere close to how you get the full story.
8 min
Don't Stop Blogging!
Gini Dietrich loves content. All kinds of content. But especially blogs. The door is open for absolutely everybody to tell stories in ways that area meaningful for them.
10 min
Communicating Return-to-Work
Re-opening workplaces is a minefield in more ways than one - and that means it's an interesting time to be a communicator. From vaccine status, to racism and misogyny, to the ongoing struggle between school hours and work hours, Gini Dietrich is talking about returning to offices (or not!) and how professional communicators are talking about it.
10 min
How Today's Global Complexities Are Ripe with O...
There has never been a better time in history for communicators. On this week's episode of the Spin Sucks Podcast, Gini Dietrich discusses the research findings of the 2021 Future of Corporate Communications Study and how the communicator's role is forever changed.
12 min
Look Who Values Content Marketing!
It's been 12 years since the first Trends and Insights report from The Content Marketing Institute and Marketing Profs. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the report, and particularly, what changes Covid has wrought. Tune in to find out what the report means for your communications work.
7 min
Exploring the Dark Side of Social Media
Where were you during the Great Facebook Outage of 2021? Was it a tech problem that could happen to any company, or something a little more suspicious? That's what Gini is talking about on this week's episode of the Spin Sucks Podcast.
8 min
PR vs Journalists - Who is Telling The Truth?
Trust in the media is declining - and often for pretty good reason. On today's epispde of the Spin Sucks Podcast, Gini Dietrich is talking about why, what role PR does or doesn't have in it, and what you should be doing to keep your credibility high.
8 min
Sneak Attack! Dealing With Competing Goals
PR has expectations and a perception issue - together these can make for a challenging reputation and a major hurdle to overcome when they're pitching their services - especially when there is someone sneaking around with alternative goals.
9 min
Mental Health and the Great Resignation
Mental Health has always been important, but it hasn't always been something we talked about. The pandemic has changed all that and employees around the world are reconsidering their work lives
8 min
How Far We've Come
In this week's episde of the Spin Sucks Podcast, Gini Dietrich is talking about how far Spin Sucks has come over the years.
9 min
Was it Really the Intern?
Usually, when someone shares copywritten content, it's often an innocent, or perhaps ignorant, mistake. Most people are gracious when you point it out, and correct the issue - but then there are those that don't - and they tend to blame it on the intern. A lot of things get blamed on interns - is that fair?
7 min
Mind the Pay Gap
While the PR industry isn't as diverse as it should be, many agencies have made tangible commitments to do better. These commitments don't mention pay equity - which is still a problem.
9 min
Where's the Money?
Annual CMO Spend Survey from Gartner is out and it's not pretty. Marketing budgets have fallen to their lowest point in the history of they survey. So what are companies spending their marketing money on, and how can you make the most of it?
9 min
Who's Opening Your Pitch?
If you're in PR you probably send pitches, and if you're a journalist, you probably get them! A recent survey from Propel says that "journalists are remarkably quick to open media pitches if interested..." Gini notes that it's more likely to be an email scanning service within the first 10 minutes after sending than a human being who can make a decision. Gini breaks down the reults of this survey and talks about how to tweak your strategy accordingly.
8 min
Fighting PR's (Unfairly) Negative Reputation
Business leaders need to change their thinking around the value of communications. There are a lot of erroneous perceptions (some of them pretty mean!) about PR, and we need to combat them! Gini Dietrich is talking about how on this episode of the Spin Sucks podcast.
8 min
This is not a PR Crisis
When organizations have public mishaps, it's often blamed on faulty PR - and the thinking goes that if you fix the communications problem, and a future free of damning press scrutiny awaits.
10 min
Your Employees Aren't an Afterthought
If 2020 taught us anything, it was that everyone has been re-examining the brands we buy from, for, invest in, work for and otherwise support. Issues of morale, engagement and culture are more important than other, and that means a new emphasis on internal communications.
8 min
Using Robots to Communicate?
How much can AI really do for us? There are tool and services available now that are offering some pretty impressive AI generated materials - but they're not quite ready to replace us yet.
8 min
What's Going On In the Communications Industry?
The JOTW Strategic Comms Strategy Survey has recently been released, which analyzes what is going on in the communications industry, and as you might suspect, there are some challenges that communicators are facing.
12 min
This is Not the Spokesperson You're Looking For
As much as we might like to trust who we meet, watch and read - there are people and companies out there using fake personas to handle their outward facing communications.
9 min
The Top Challenges Communicators Face
On this week's episode of the Spin Sucks Podcast Gini Dietrich breaks down the results from a recent survey conducted by MuckRack about the challenges that the PR industry is facing.
7 min
7 Ways to Succeed at Blogging
If you're starting a corporate blog, you need it to start producing results as quickly as possible, but that's no easy feat. Blogs can be one of the most challenging projects communicators take on.
8 min
Ragan Communications Benchmark Report 2021 Edit...
Our role has become more essential as we helped keep organizations focused and moving forward, and the Ragan Report Supports that finding.
9 min
Protecting Your IP and Your Relationships
As a communicator, you need to be able to stand up to yourself—on everything from boundaries and your personal time to protecting your ideas and intellectual property.
10 min
"Out of an Abundance of Caution..."
If the pandemic has taught us anything about business, it's that communications expertise is not just necessary, it's imperative. Gini Dietrich explains why in this week's episode of the Spin Sucks Podcast episode.
9 min
What to do When You're Waffling
If you're waffling on a decision, or you feel like there are important reasons to say yes to something you're not wildly enthusiastic about, there are really good reasons to maintain your boundaries and priorities and say no.
8 min
Replay: How to do Your Own Professional Develop...
You can tell things are starting to get back to normal when your small child brings a run-of-the-mill cold home from school. So today, please enjoy this popular episode from 2019 about doing your own professional development, so you can stay up to date with what's happening in your industry. Gini Dietrich will be back next week with a new episode!
15 min
Navigating the Covid Fog
Things are getting better in the world, but the covid-fog doesn't seem to be lifting; people are still bone tired. Gini Dietrich is one of them, and on today's episode of the Spin Sucks Podcast, she's talking about strategies for dealing with it.
7 min
The Goldilocks New Business Strategy
On this week's episode of the Spin Sucks Podcast, Gini Dietrich discusses the Goldilocks Principle when it comes to new business efforts.
8 min
Different Services, Different Price Points, Dif...
It's hard to scale a business offering just on thing at one price point, so in this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing 8 different pricing models that you can use to diversify your offerings and serve a broader range of people.
13 min
Give Journalists What They Want
One Pitch released a survey of journalists because they thought that other reports didn't sufficiently address what journalists really want and the tactics for pitching them effectively. On this week's episode of the Spin Sucks Podcast, Gini Dietrich discusses what that new survey reveals.
8 min
Fighting Cognitive Biases in Your Communications
It is important for communicators to understand how our cognitive biases affect the messages we're sending to our different audiences. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about empathy and compassion in our communications.
9 min
Replay: Diversifying Your Revenue Sources
The last week has been Spring Break in Chicago, so instead of a new episode, Gini Dietrich is sharing the most popular show of 2019, all about the different ways you can make money on the side of your traditional salary as an employee or income as a business owner.
15 min
Not your Grandpa's Crisis Communications...
What's real, what needs attention, what is attention-getting, and how does one handle a crisis when it's made out of thin air? That's what Gini Dietrich explores on this week's episode of the Spin Sucks Podcast.
9 min
The State of Journalism In 2021
Journalism is one of the industries that has been thrown on its head because of COVID-19. In this episode of the Spin Sucks podcast, Gini Dietrich talks about the changes journalism professionals have seen, what they're doing about it, and what it means for you.
9 min
The Value in Communicating Your Values
One of the biggest changes in communications is the way companies are talking about their values, and what customers are beginning to expect from the brands they use.
16 min
Choose to Challenge Inequality
The theme of International Women's day this year is Women in Leadership - and that's a topic that can't be understimated in importance.
10 min
Tracking Down Elusive Communications Measurements
In the communications industry, we don't have a uniform way to measure what we do, which causes confusion about everything from what we should be measuring in the first place, to what kind of goals and objectives make the most sense to try and measure, and how to communicate it all to teams, leadership and boards.
12 min
What is shadowbanning and what do you do if it ...
What's more common than an outright ban on social media? A shadowban. Gini Dietrich is going to be sharing what that is, and what to do if it happens to you or one of your clients on this week's episode of the Spin Sucks Podcast.
8 min
Moderating Social Media when Bad Actors Abound
Social Media is a powerful tool for connecting with your audience and community, but it's not easy when the truth is that there are people out there on social media with the sole intent of damaging your reputation: bad actors. How do you moderate social media comments in this environment? That's what Gini Dietrich is talking about today on the Spin Sucks Podcast.
8 min
The Time for Direct Digital Relationships is Now
We may hope that life will be getting back to normal once we're all vaccinated, but a recent report by the Content Marketing Institute is saying that consumer digital behaviour has jumped ahead by five years. There's no going back, and that has huge implications for content marketers in B2C and B2B businesses.
7 min
The 13 Things Every Agency Should Have in Their...
There are 13 things that every business needs to have in their plan—if you're not a business or agency owner yourself, these are elements should be in your communications plan.
16 min
Are 50% of Communicators Dropping the Ball?
More than half of CEO's are not convinced their marketing departments are driving results (according to a survey by Strategy Box). That means that if you're listening to this, there's a coin flip of a chance that your boss doesn't think you're doing your job.
7 min
The Meta Podcast about Podcasts
In this week's Spin Sucks Podcast, Gini Dietrich is talking about podcasts - how she started making them, why she still does, whether you should have one and how to make it sound great.
9 min