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
What is your Role in Post-Truth America?
If you're horrified by the very idea of a post-truth country, then you're probably thinking about what you can do to help spread the truth in your role as a communicator. Gini Dietrich is talking about how to fight the three headed monster of modern communications: misinformation, disinformation and malinformation using truth audits on this week's episode of the Spin Sucks Podcast.
14 min
2
Telling the Truth when Lies are Everywhere
Disinformation is everywhere, and it reflects a fundamental shift in how information is shared. The challenge of maintaining truth in the public sphere is is more difficult - and more important - than ever. Gini Dietrich is talking about how to do it this week on the Spin Sucks Podcast.
14 min
3
The Future of PR is Here
AI is here, and if you're not using it to make your work more efficient, you're going to be left behind. There are tools available that can help you take whole days worth of work off of your desk - and Gini Dietrich is talking about them on this week's episode of the Spin Sucks Podcast.
14 min
4
You're Not going to Believe This Episode
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.
13 min
5
What To Do When the Expert Doesn't Want to Talk...
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.
12 min
6
Let's Make This Official...ly Certified
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.
14 min
7
Growth Hacks for Quick Wins in Communications
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.
13 min
8
Are you Creating the Best Content on the Earth ...
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.
12 min
9
Don't Negotiate Against Yourself
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.
14 min
10
Why You Can't Be Replaced by AI
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.
11 min
11
Why You Need to Make Time to Read Every Day
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.
10 min
12
It Isn't Always Easy - Even When It Works
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.
14 min
13
Get Paid What You're Worth Every Time
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.
22 min
14
You Really Don't Need an RFP
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.
13 min
15
Communications Is a Marathon, Not a Sprint
Gini Dietrich walks through the steps to establishing an excellent, lasting communications program.
11 min
16
All Right, Let's Talk About Talking About Politics
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.
11 min
17
PR is Evolving, Not Dead
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.
10 min
18
It's All About the Prompt
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.
13 min
19
Planning for an AI Future
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.
12 min
20
Celebrating 300 Episodes!
Gini brings in her first-ever guests!
19 min
21
What Has AI Done For You Lately?
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.
9 min
22
Conducting a Symphony of Robots
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.
15 min
23
The PESO Model: Where To Start?
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.
10 min
24
Big Changes in Generative Search - What It Mean...
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.
11 min
25
The PESO Model© for Higher Ed, Comms Pros, and ...
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.
9 min