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.

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
Where Does Your Knowledge Come From?
If you know what you know and what you dont know, you're doing pretty well - but do you ever think about where your knowlege and decisions are coming from, and if that information in accurate?
10 min
A PESO Model Primer for 2021
Welcome to 2021! In this episode of the Spin Sucks podcasts, Gini Dietrich kicks off the new year with a discussion about how we can do more with the talents and skills we have available.
16 min
12 Days of Spin Sucks Christmas - 11 Awful Phra...
Thst should be banned in 2021 and for the rest of time.
11 min
12 Days of Spin Sucks Christmas: Six SEO Tricks
(That are actually best practices)
15 min
12 Days of Spin Sucks Christmas: A Mindset Shif...
This episode of the Spin Sucks Podcast is all about mindset, and how you can work on your own.
9 min
The Trap of Productive Procrastination
Productive Procrastination makes it feels like you're working hard and making progress - but it's an illusion.
11 min
A Framework to Learn, Evolve and Advance
Last week on the Spin Sucks Podcast we started a conversation about planning, and today Gini Dietrich is continuing it by focusing on you, and your own personal goals and plans. Enjoy!
12 min
Welcome to Planning Season.
On this week's Spin Sucks Podcast, Gini Dietrich is talking about how to effortlessly plan your communications for the next 90 days. Really!
11 min
How Crisis Communications Will Work in 2021 and...
As we hit the motherload of crises - social, health, economic, communications professionals need to take a close look at how they are communicating internally and externally. We've seen new challenges, and learned new ways to convey what we believe in. In this week's episode of the Spin Sucks podcast, Gini Dietrich talks about the future of crisis communications.
11 min
Leaders and Managers: How to Decide Which One B...
In this episode of Spin Sucks, Gini talks about her first experience as a manager in an agency, and what she's learned since then about the difference between managing and leading - and how to be a better communicator and leader of your colleagues.
12 min
The Differences between Marketing, Communicat...
What drives Gini Dietrich absolutely batty? Thinking that the diffrent 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.
11 min
The Importance of Strategic Planning
Working with a new client is exciting - there are so many possibilities, and opportunities to tell new stories and try new things. But to start on the right foot you need a strategic plan - and that is something that is often overlooked.
18 min
To Swear or Not to Swear
Content Note: There are a couple of curse words in brand names I mention in this episode!
9 min
Moderating User Generated Content on Social Media
User-generated content is an amazing part of your social media efforts, and most of us have some kind of system to monitor and manage our mentions on the different platforms.
7 min
Lessons from Justice Ruth Bader Ginsberg
What can we learn from Justice Ruth Bader Ginsberg as professionals and as human beings?
7 min
How to Detect a Crisis Brewing
Sometimes dificult, challenging or even damaging things can happen to a brand through no fault of thier own. These days, a crisis isn't an "if" it's a "when" - so on today's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to tell when a crisis is brewing, and how to prepare.
8 min
Spin Sucks Replay: Diversifying your Revenue So...
Last fall, we released an episode about the importance of diversifying your income, and we thought that going into the fall of this uniquely challening year would be a good time to revisit it. Enjoy!
14 min
Agency Leadership Cross-Post: VA's and Other As...
In this month's last Agency Leadership cross post, Gini Dietrich and Chip Griffin talk about getting extra help for your business in the form of virtual assistants, sites like Upwork, in-house hires and other ways to relieve the burden of repetitive tasks.
26 min
Agency Leadership Cross-Post: Service
In this cross-post from the Agency Leadership podcast, Gini Dietrich and Chip Griffin talk about offering services like social media, community building, crisis - and maintaining some semblance of work life balance while you're at it.
23 min
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
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
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
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
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
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
How to Use Earned Media In the PESO Model Process
12 min
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
How Google Helped BERT Get Revenge
11 min
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
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
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
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
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
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
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
12 Days of Christmas - 10 PR Metrics To Track
11 min
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
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
Income Diversification for Communications Profe...
13 min
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
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
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
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
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
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
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
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
[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
#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
#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
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
#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
#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
#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
#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
#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
#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
#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
#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
#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
#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