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
Agency Leadership Cross-Post: Non-Traditional R...
In this Agency-Leadership Cross-Post, Gini Dietrich and Chip Griffin talk about non-traditional revenue models for agencies.
26 min
2
Agency Leadership Cross-Post: Generating New Bu...
Please enjoy this cross-post from the Agency Leadership podcast! This month on the Spin Sucks Podcast, while we're getting ready for another school year in a pandemic, you're going to be getting cross-posts of some of my favorite episodes from the Agency Leadership podcast that I co-host with Chip Griffin. Today, we're playing a recent episode about generating new business! Enjoy!
26 min
3
Measuring your PESO Model Progress
In this week's episode Gini Dietrich talks about how to measure the results of your PESO model strategy. This can be intimidating, but communicating the successes and opportunities for further improvement to leadership and the rest of your team is a critical factor in a program that provides value over the long term.
13 min
4
Leveraging Authority from a PESO Model Program
The last piece of an integrated PESO Model program before you start measuring is authority. That's what happens when you've built a reputation for an individual or organization.
15 min
5
Turning Visitors into Customers with Paid Media
Paid media often brings to mind mascots, jingles and Super Bowl commercials - and while they are all important, they're not part of a PESO model strategy driven by communications and marketing! Today, Gini is talking about using paid media in search and social to help turn traffic into clients and customers.
14 min
6
Where and How Shared Media Fits in Your PESO Mo...
It seems like every day brings with it a new social media channel or trending meme. What TikTok dance craze have you learned during the pandemic? What are we going to do about our influencer programs? Will a broom really stand up by itself on a particular day because of a hashtag trend? And what the heck is this Vero thing all about?
11 min
7
How to Use Earned Media In the PESO Model Process
12 min
8
A Deep Dive Into Owned Media In a PESO Model Pr...
If there were ever a time to learn how to build a strategic PESO Model program, it is now. Between the pandemic and furloughed jobs, and civil unrest and social injustice, the ability to evolve quickly is more and more relevant, and that's what Gini talks about in this week's episode of the Spin Sucks Podcast.
14 min
9
Using the PESO Model to Pivot Your Career In Ti...
The role o the communicator is to adapt and evolve - the PESO model can help.
9 min
10
Taking a Stand for Social Justice
In today's episode of the Spin Sucks podcast, Gini Dietrich talks about what it means for a company to take a stand for social justice, what it can cost, and why it's absolutely necessary to do.
11 min
11
Taking Career Advice from Nature
We can learn a lot from the world. Today, Gini talks about 5 things that you can learn from nature to pull yourself—and your career or your business—out of the pandemic.
9 min
12
Starting and Scaling a Business
Often, people start businesses because they're excellent at what they do, and want to have control over all parts of the process. If you're going to grow, at a certain point, you need to hire in order to grow, and that comes with it's own set of challenges.
8 min
13
Replay: Building Online Community
Creating strong, engaged online communities is more important now than it has ever been - in this replay of an episode from early 2019, Gini talks about building online communities, the secret sauce of engagement, and the short and long term benefits of having one.
9 min
14
What Does Thought Leadership In 2020 Look Like?
If you implement a full PESO Model program, complete with the full foundational work of paid, earned, shared, and owned media working together, it will be inevitable that you’ll build authority for your organization and its executives.
13 min
15
Celebrating 100 Episodes of the Spin Sucks Podcast
This is the 100th episode of the SPin Sucks Podcast! It’s been quite a ride—from a whopping 53 downloads per episode to more than a thousand today. We’ve had quite the journey together and I thought it’d be fun to celebrate by taking a walk down memory lane.
9 min
16
Continuing Challenges and Exciting Opportunitie...
Fundamentally, paid media is about finding and reaching your desired audience, and driving results for your organization. When you have content that’s owned or earned, and you want more people to read, listen, or watch it—and then share it and act on it—paid media can help, even in the midst of a pandemic.
15 min
17
Why Communicators Should Ignore the Hustle Ment...
The hustle mentality isn’t right for right now—and shaming people who don’t have the time (or don’t take the supposed extra time they have) to do something new the absolute wrong thing to do.
11 min
18
How to Do Your Job When Earned Media Is Out of ...
Right now journalists around the world are being furloughed, and if you pitch them now, it's likely that your email will never see the light of day
11 min
19
How to Implement the PESO Model, No Matter the ...
In this week’s show, Gini Dietrich talks about how to implement the PESO Model, no matter the size of your team.
12 min
20
How to Market When the World Is On Fire
Gini Dietrich talks us through marketing appropriately during the pandemic in this week’s Spin Sucks show. She shares five guiding principles to help you decide what and how to market.
10 min
21
Get Through COVID-19 With These Mindset Shifts
These are unprecedented times. We will get through it, but things will get worse before they get better. This week, Gini Dietrich talks about the mindset shifts that will get us through this crisis.
13 min
22
So You’re Working From Home. Now What?
It's a crazy time to be alive right now. So much change and now you suddenly find yourself in a work from home situation. In this week's show, Gini Dietrich shows you how to be as successful as you can be, in light of everything that is going on.
12 min
23
The Newly Refreshed PESO Model Graphic and Process
The PESO model is like a pyramid. Each corner of the base must be built solidly, or the entire structure will collapse. In this week’s show, Gini Dietrich talks about the improvements made to the PESO model graphic and process.
12 min
24
Star Wars, the PESO Model, and a Challenge for You
A Star Wars superfan has written a thirty thousand word dissertation detailing the problems with the franchise and we look to the PESO model to help him out.
9 min
25
Who Can Use The PESO Model?
The PESO model has many uses and applications. In this week’s show, Gini Dietrich talks about who within an organization can use it, the different ways they can, and what happens when they don’t.
13 min
26
How Google Helped BERT Get Revenge
11 min
27
The PESO Model: Why Communicators Struggle To I...
About eight years ago, we launched the PESO model. Today it’s everywhere. Although we’ve constantly refined and improved it over the years, it’s not always easy to implement.
14 min
28
A Podcast About Podcasts
Gini Dietrich discusses the innovations, changes, and new opportunities in the podcasting space in this week’s Spin Sucks show.
13 min
29
PR and the Election
What role is PR going to play in the upcoming election? Between the impeachment trial and the forthcoming election, this year will be dominated by political news - and noise.
10 min
30
PR Trend: Artificial Intelligence
The Spin Sucks community predicted AI would be the biggest trend in 2020. In today’s show, we look at how big AI is predicted to be, what it could do for communicators, and what we may need to be concerned about.
11 min
31
What Are Your Business Red Flags?
Whether it’s business, a new job or a client, it’s important to be realistic and weigh the risks against the opportunities. Looking for red flags is the best way to do that.
12 min
32
Happy New Year!
Making a resolution may not be the best way to make changes in your life or business. A resolution is a decision to make a change that has no end in sight.
12 min
33
Reworking Earned Media
One of the most frustrating aspects of a communicator’s job is how little control you have over the earned media that you do. Not every interview you give is published.
25 min
34
12 Days of Christmas - 10 PR Metrics To Track
11 min
35
12 Days of Christmas - 6 SEO Best Practices
Search Engine Optimization, SEO, may seem like magic but it’s an easy skill set to master. Here are six SEO best practices you should incorporate into your communications planning:.
14 min
36
12 Days of Christmas - 2 PR Trends
You can start the new decade on a strong footing by embracing these two trends: creative storytelling and the PESO model.
12 min
37
Income Diversification for Communications Profe...
13 min
38
How To Prepare For A Down Economy
As a business owner, an economic downturn is a pretty scary thing and can be hard to predict. However, we’re seeing the same trends today that we saw in 2007 and 2008 and this may be an indication that another downturn is on the horizon.
16 min
39
How To Do Your Own Professional Development
Most large organizations have professional development budgets. The same isn’t true for smaller companies or solopreneurs, so you have to get creative in how you’ll stay up-to-date on the latest trends and industry development, and improve your skills.
16 min
40
Are You Out of Your Mind, Earnst and Young?
On this week's episode of the Spin Sucks Podcast, Gini talks about workplace diversity, why it matters, and what you can do to make sure your workplace is inclusive.
12 min
41
The Do’s and Don’ts of Holiday-Themed Content C...
The holidays are fun and not just for kids. Communicators can have fun with the holidays, too. Done well, holiday-themed campaigns can connect you with your audience, generate a lot of engagement and be a good time for everyone.
9 min
42
The Art of Negotiation
Negotiation is uncomfortable. Even for the most confident of us, we worry that things won’t go as intended and we’ll end up with nothing instead of something. It doesn’t have to be that way.   Negotiation is finding the best, most workable...
11 min
43
An App for All Seasons
Essentially, an app is a piece of software on your mobile device that allows you to perform specific functions. It’s not a full program, but a tool designed to let you to certain things in certain ways. There are millions of apps in the Google Play...
13 min
44
All Roads Lead to Email
Everything you do shouldn’t be reliant on one lead nurturing tactic. Your PESO model program allows you to reach people at different times of the day or week, in their communication channel of choice. Look at email marketing as one small part of...
6 min
45
Pop-Ups - Love ‘Em or Leave ‘Em
Pop-ups may be annoying to us in the internet marketing industry, but in the real world they’re very effective. The average conversion rate for pop-ups is 3%, but can be as high as 9%. That’s significantly higher than almost any other online...
9 min
46
[Replay] Digital Declutter
It’s been about 9 months since we talked about digital decluttering. How are your resolutions faring? What have you accomplished? Did you slip off the wagon a time or to? Chances are, if you’re human, you haven’t done perfectly. But that’s...
7 min
47
#68: Dealing With Unhappy Customers - Off and O...
Dealing with customer complaints has always been a concern for businesses, and more so now with the internet and social media. You want them to come to you to solve their problems, but when they are angry they want the world to know it. Therefore, you...
13 min
48
#67: When You Don’t Like The Boss, But The Boss...
Everything we read or hear tells us that entrepreneurs should love every moment of their work. Not just love it, but be passionate about it. That’s just not true. Many entrepreneurs spend every waking hour of their day in their business believing...
12 min
49
Managing the Challenges of Vacation
Taking a vacation is important for your mental health and work-life balance. It helps you refuel your productivity and creativity. Our brains are not meant to work 24/7: we can't perform at our best when our brains are tired. Taking time off lets your...
9 min
50
#65: [REPLAY] How to Find your Authentic Brand ...
This week on the Spin Sucks podcast, we’re repaying one of our earliest episodes about brand voice. Brand voice has a huge impact on everything from blog posts and videos to your email marketing, which we discussed last week. More than anything...
13 min
51
#64: Emails that Don't Suck
Email isn’t dead! It’s a convenient way to connect with people who care about what you’re sharing. This week we’re talking email, specifically how to write great ones (that don’t suck). Email Best Practices Here are 3 of many other great...
11 min
52
#63: Coming Up With Ideas for Content
There are days when ideas come faster than you can handle, and then there are the days when every idea you come up with sucks. In today's show we are going to talk about four places you can get content ideas. Other Departments - There are smart,...
8 min
53
#62 Instagram for Business. Even Non-Visual Ones
Whether you’re spending all day scrolling your feed and doing everything for the ‘gram or have only the haziest idea that there’s a cool pictures-only Facebook the kids are using these days, Instagram is a powerhouse of a social media platform,...
10 min
54
#61 How Agencies can Outsource
When you’re running out of bandwidth with your current team, or when it seems like there are plenty of opportunities just out of your grasp if you only had some additional skill sets in the office, hiring can feel like your best option. But...
8 min
55
#60 Unbelievable Onboarding
After the deal is signed, whether it’s an employment contract or a services agreement, it’s time for onboarding. Onboarding is what you do for new clients after they begin services with you, how you start doing the work, getting to know each other...
10 min
56
#59 Sharing Your Owned and Earned Content
This week on the Spin Sucks Podcast, Gini is talking about how to integrate your owned and earned media - and get the most out of both of them. Each element of the PESO model works well alone - but you get much, much more mileage if you integrate them...
8 min
57
#58 All About Referrals
This week on the Spin Sucks Podcast, Gini talks about those special introductions, often considered the Golden Goose of running a services business. Referrals. They come directly to you. Often highly qualified and already ready to buy. The best way to...
9 min
58
#57 Customer Service - The Magic is in the Details
In this episode of the Spin Sucks Podcast, Gini talks about the work involved in providing consistently good customer service over the long haul. It starts with tieing your customer service to the big picture of your company. She covers the importance...
11 min
59
#56 How to Stay Up to Date in Your Industry
When you’re the expert, your clients, your colleagues, even your friends and family expect you to know what’s going on in your industry. And you should, of course, but communications is changing so fast, on top of the industries in which we work....
6 min
60
#55 [REPLAY] Thought Leadership: Just Another B...
Spin Sucks listeners, please enjoy this replay of last year's episode #28! When did we stop talking to each other like real people? In our industry, it’s getting hard to sort through all the hype. What’s the difference between a meaningless...
10 min
61
#54 Through the Years with Spin Sucks
We’ve been feeling a bit nostalgic since our one-year anniversary episode of the podcast. Which was a great episode, by the way. Our listeners weighed in with some of the amazing things they’ve learned! But back to this week. Coming up in...
9 min
62
#53 Video Marketing for Communications
At the end of every year, you can expect every content creator on earth to talk about trends for the coming year. And, at the end of 2018, they all said the same thing (and nothing has changed six months into the year): video. It’s all about video....
7 min
63
#52 A Year of Insights from Our Listeners
Can you believe it’s already been a year? We’ve had 52 episodes and 52 chances for our listeners to add crucial knowledge to their arsenal, from using content to being productive, and from PESO to SWOT. In today’s episode, we reached out to you,...
11 min
64
#51 Mistakes and Malice in PR
Sometimes things happen in business that leave a sour taste in your mouth. They might not be malicious or intentional, but they can still hurt you, your clients and your brand. Join us on today’s episode of the Spin Sucks Podcast, where we talk...
7 min
65
#50 Why You Should Avoid Overservicing and Over...
It doesn’t matter how clear your client proposal is, or how beautifully you design your scope of work. You’re going to get clients who are going to ask for something you aren’t selling, and you’re going to be tempted to give them what they...
8 min
66
#49 Using Systems and Automation
Let’s talk about robots. Not actual robots, for the most part, but automated tools, technologies, and systems that can take work off your desk and let you get back to what only you can do. As you grow your business, you’ll often end up working a...
8 min
67
#48 Content and the Client Lifecycle
On today’s episode, we’re talking about the customer lifecycle, and how your clients and prospects engage with you throughout this entire cycle. This is how it works: you want to attract your ideal client, sell them your offers, onboard them in...
9 min
68
#47 What You Don’t Know Can Trip You Up
Let’s talk about what we don’t know — more specifically, as it relates to our communications strategy. Our internal biases and things outside our control can have a big impact on the quality and success of our communications plans, so here’s...
9 min
69
#46 RFP’s and How to Grow Without Them
A huge number of Requests for Proposals are badly written and take tons of time and energy with no guarantee of a return — and yet, they persist. You can’t always avoid them, but there are ways to make them less of a part of your business life,...
7 min
70
#45 Communication During a Crisis
How many times have you seen a company screw something up, and then make the situation 10,000 times worse by either not apologizing or apologizing badly? Mistakes and screw-ups happen. World events happen. Natural events happen. You will unfortunately...
9 min
71
#44 How to Pitch Almost Anything
When you work in communications, you’re going to spend a lot of time pitching. You’re going to get rejected a lot — but you could get rejected a lot less. You don't want to send crappy pitches. You want to send excellent pitches! So here's how...
8 min
72
#43 The Different Community Platforms
With so many online community options out there, do you ever get Bright Shiny Object Syndrome? If you’re looking for a platform to host your community on, you’ve found the right episode. We’re talking about all the major community platforms and...
9 min
73
#42 Replay: So Much Social
In the spirit of spring (and spring cleaning) we're replaying a great episode about looking at all of your social media properties and deciding where YOU should be putting your focus! You've probably heard this quote by Rumi at least once:, "When you...
8 min
74
#41 Skills to Build and Work On
Whether you’re the leader of an organization, a freelancer, or an enthusiastic member of the rank and file, there is never a downside to investing in yourself and getting better at things. But what should you get better at? And how do you do it? The...
11 min
75
#40 The 3 C’s of Creativity
Do you consider yourself a creative person? As a business owner, there’s something incredibly exciting when you get an idea. It’s that feeling of coming up with something, solving a problem — being creative. How can you hone this skill (because...
6 min
76
#39 Growing a Company
If you’ve ever toyed with the idea of starting your own business, this episode of the Spin Sucks Podcast is for you. Today, we’re talking about the strategies and challenges that go with being an entrepreneur and scaling a business. It’s not the...
8 min
77
#38 How Virtual Companies Work
Offices are a necessary evil for businesses … or are they? What if you could do away with the commute, distracting officemates, and paying for rent and utilities? On this episode of the Spin Sucks Podcast, we’re talking about Virtual Companies:...
10 min
78
#37 Building an Online Community
On this episode of the Spin Sucks Community, we’re talking about online communities. A community is made up of people who know, like, and engage with you or your brand (or both) — and engage with one another. This takes your content marketing one...
7 min
79
#36 Effective Storytelling for Your Brand
Stories are how humans understand the world. Whether we do it consciously or not, we tell ourselves stories about the things that happen to us, the things we believe, and the things we hope for. Smart use of stories can convey a message, encourage a...
8 min
80
#35 Digital Declutter
How are your resolutions faring now that January is drawing to a close? What have you accomplished? Did you slip off the wagon a time or to? Chances are, if you’re human, you haven’t done perfectly. But that’s okay – it happens to the best of...
7 min
81
#34 PESO Case Study: Pitch Perfect
Have you received a pitch in your inbox that was just a little … off? Because the pitch made totally no sense for you and your audience? Today we’re talking about the importance of doing your research when it comes to earned media. When done...
8 min
82
#33 Alexa Flash Briefings: The New Kid on the S...
There’s a new social media channel starting to gain steam, and you might want to get in while the getting’s good (and the competition isn’t too fierce)! Enter: Alexa Flash Briefings, a new service offered by Amazon for their Alexa/Echo...
7 min
83
#32 Communications Trends for 2019
Happy New Year! This is the time of year that we’re all used to setting goals, starting new projects, and making the changes we’ve been meaning to for ages. And to make effective plans for 2019, you need to be in the loop about what in the...
10 min
84
#31 Predictions for 2018: Were We Right?
It’s time for year-end roundups! What happened in 2018? Were our predictions right? And what’s going to happen in 2019? I’ve been waiting all year for this. Here are my predictions from last year… let’s find out whether or not they came...
8 min
85
#30 Networking Done Right
Networking can be the key that opens many doors to growth and success. Much of it comes down to meeting the right people at the right time for the right reasons. It’s not easy, but it’s worth putting in the time and getting it right. On today’s...
10 min
86
#29 Developing a Growth Mindset
What are you good at? Do you believe that’s something you’re born with? Hold your horses. That’s a fixed mindset. And in business, communications, and … life, we need to move forward with a growth mindset. What are these mindsets? Why are they...
7 min
87
#28 Thought Leadership: Just Another Buzzword?
When did we stop talking to each other like real people? In our industry, it’s getting hard to sort through all the hype. What’s the difference between a meaningless buzzword and a genuinely useful phrase? Take the term ‘Thought Leadership.’...
10 min
88
#27 The Weird New World of Robots
Reality is still changing — the way we interact with it, and the way we think about it. It’s weird. It’s different. In this episode of the Spin Sucks Podcast, we’re diving into the world of artificial intelligence. Computers can now learn,...
10 min
89
#26 REPLAY: It’s Time to Step Up to the PESO Plate
Over the past few weeks, Gini has gone into detail about the PESO model, and how you can develop a killer communications strategy that will boost your authority, build brand awareness, and generate qualified leads. In this week's replay episode, we go...
6 min
90
#25 From Memes to Strategy: Leveraging User-Gen...
From cat videos to memes, and Wikis to slews of selfies — user-generated content is happening all around us. What is user-generated content? This is any content, from tweets to blog posts, that people who aren’t directly in your brand and business...
11 min
91
#24 Pay to Play and Play to Win: Paid Media Str...
Pay to play: If you’ve ever heard someone mention the phrase — especially about a platform like Facebook — they’re probably talking about paid social media. That’s what Gini is diving into in this episode of Spin Sucks. Paid media is exactly...
8 min
92
#23 The 3 Rules for Social Media Etiquette
Those who practice the best social media etiquette often go unnoticed - and you'll want to do the same. "But don't we want people to acknowledge how well-behaved we are online?" No, not exactly. You really only want people's attention on two things:...
7 min
93
#22 How Not to Be Annoying and Ineffective on S...
Our actions have consequences, and social media denizens love to remind us of said consequences. Twitter is especially volatile when it comes to delivering social media justice. It's a mob wielding metaphorical pitchforks and torches, impatient and...
13 min
94
#21 So Much Social
You've probably heard this quote by Rumi at least once:, "When you are everywhere, you are nowhere. When you are somewhere, you are everywhere." As cryptic as it sounds, Rumi has a great point, especially when you apply this wisdom to social media....
8 min
95
#20 Ask Gini: Analytics, Platforms, Outsourcing...
The Spin Sucks community is the best! We’ve received a lot of really smart questions, and today, Gini is giving you some really smart answers. From analytics to revenue and contractors to demonstrating ROI, there’s sure to be something you’ll...
14 min
96
#19 Own Your Competition with Owned Media
What does your blog, your podcast, your eBook, and your newsletter all have in common? They’re all content and they are YOURS. If you haven’t been investing time and effort in creating your own content, then you’ll find today’s focus even more...
11 min
97
#18 Social Media That Won't Blow Up in Your Face
Have you ever posted something cringe-worthy on your social media account? The thing about the internet is mostly everything stays there - FOREVER. Today, we're diving into the third letter of the PESO model: Shared Media. What happens when a company...
8 min
98
#17 Growing Your Audience With Earned Media
In the previous episode, we talked about how to get the most out of Paid Media, but now it’s time to jump in and understand the second letter in PESO -- “E” stands for Earned Media. Done correctly, Earned Media is an effective strategy that can...
14 min
99
#16 Get the Most Out of Paid Media
Last week was a refresher course on how implementing the PESO Model in your business communications and marketing plan can significantly increase your authority among consumers, build brand recognition, and generate qualified leads. In today’s...
9 min
100
#15 It’s Time to Step Up to the PESO Plate
Last week, Gini dove deep into blogging and how it can be beneficial to some businesses’ communications and marketing strategy. Blogging is just one of the many moving parts that fits into a much larger communications strategy. So how do you create...
7 min