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Last week on the Spin Sucks Podcast, Gini Dietrich shared the 4 types of data stories you need to communicate your metrics effectively. This week, she is talking about how to take those stories to the next level, and make them relatable to the decision makers you're working with.
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Last week on the Spin Sucks Podcast, Gini Dietrich shared the 4 types of data stories you need to communicate your metrics effectively. This week, she is talking about how to take those stories to the next level, and make them relatable to the decision makers you're working with.
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The Spin Sucks Podcast with Gini Dietrich
1 In the Age of AI Search, PR Holds the Keys to Visibility 14:10
14:10 Play Later Play Later Lists Like Liked14:10
Play Later Play Later Lists Like LikedGenerative AI search is rewriting how people find, trust, and engage with information—and communicators are uniquely positioned to lead in this new world. In this episode, Gini Dietrich breaks down why authoritative mentions, trust, and brand signals—PR’s bread and butter—are now the currency of visibility in an AI-first world. If you’re ready to stop chasing algorithms and start building durable visibility, this episode is for you. Join the Spin Sucks Community for deeper discussions: https://spinsucks.com/spin-sucks-community Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.…
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The Spin Sucks Podcast with Gini Dietrich
1 How to Implement the PESO Model© in a Zero-Click, Zero-Share World 21:07
21:07 Play Later Play Later Lists Like Liked21:07
Play Later Play Later Lists Like LikedIf audiences have fragmented attention and trust is harder to earn, what do you need to do? You don't need to burn it all down. It's about aligning your strategy to what works now. Gini Dietrich discusses how you can adapt the PESO Model© to function in a zero-click, zero-share world and how to structure your strategy for discover, trust, and measurable traction.…
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The Spin Sucks Podcast with Gini Dietrich
1 Why the PESO Model© Still Wins in the Age of Zero Click and Zero Share 17:44
17:44 Play Later Play Later Lists Like Liked17:44
Play Later Play Later Lists Like LikedRemember when clicks, shares, and impressions were reliable measures of success? Those days are gone. In this episode, Gini Dietrich breaks down why AI-generated answers, algorithm-controlled feeds, and private, hidden sharing have fundamentally changed how audiences discover and trust your content . We’re living in a zero-click, zero-share, zero-visit world—and traditional marketing tactics are losing visibility fast. But here’s the good news: you don’t need a shiny new framework to navigate this shift. You need to evolve your PESO Model® strategy to reflect how trust and attention work in 2025.…
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The Spin Sucks Podcast with Gini Dietrich
What does it mean to work smarter not harder when it comes to your communications strategy? Often a 'more is more' strategy feels like the way to go - adding content and tasks and tactics, but you'll get much better results if you focus on alignment instead of addition, and that's what Gini Dietrich is talking about this week on the Spin Sucks Podcast. ffzWcWM9p0QaKJw8YXR1…
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The Spin Sucks Podcast with Gini Dietrich
The expectations for marketing and communications teams are higher than ever, and old systems aren't going to cut it. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how the PESO Model© turns disconnected tactics into aligned strategy, vanity metrics into business results, and overwhelmed teams into confident, focused operators.…
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The Spin Sucks Podcast with Gini Dietrich
1 Drawing the Line Between Helpful Automation and Dangerous Delegation 18:31
18:31 Play Later Play Later Lists Like Liked18:31
Play Later Play Later Lists Like LikedIt seems like AI content is everywhere these days - in your inbox, on LinkedIn - even in major publications. And for all the many amazing ways AI can help make you more effective, it needs to be supervised. Closely. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to walk the line between getting value out of AI tools, and losing the credibility you've worked so hard to build.…
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In an environment that is constantly changing, you need to make sure that you are in partnership with your clients, and providing the strategy and insight they need to grow. This week on the Spin Sucks Podcast, Gini Dietrich is walking you through exactly how to change your relationship from vendor to business parter.…
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The Spin Sucks Podcast with Gini Dietrich
1 Making Your Data Stories Relatable and Actionable 17:17
17:17 Play Later Play Later Lists Like Liked17:17
Play Later Play Later Lists Like LikedLast week on the Spin Sucks Podcast, Gini Dietrich shared the 4 types of data stories you need to communicate your metrics effectively. This week, she is talking about how to take those stories to the next level, and make them relatable to the decision makers you're working with.
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The Spin Sucks Podcast with Gini Dietrich
1 The 4 Types of Data Stories You Need to Know 18:30
18:30 Play Later Play Later Lists Like Liked18:30
Play Later Play Later Lists Like LikedWhen you're in communications, you need to make data compelling, and the best way to do that is through stories. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the 4 types of Data Stories you need to be able to tease out and share.
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The Spin Sucks Podcast with Gini Dietrich
1 Creating the Story Your Numbers Are Telling 14:20
14:20 Play Later Play Later Lists Like Liked14:20
Play Later Play Later Lists Like LikedDo you know if your client's business is moving forward with all the data collected? This week on the Spin Sucks Podcast, Gini Dietrich is talking about how you can take your client's data and uncover the why behind the number by asking the questions they haven't asked yet.
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The Spin Sucks Podcast with Gini Dietrich
The PESO Model© will help you build an integrated communications strategy, but if you're not measuring the right things - the outcomes it's creating - then you're going to have a hard time proving it. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how to stop measuring your activity, and start putting some real numbers around the outcomes you're creating.…
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The Spin Sucks Podcast with Gini Dietrich
1 The PESO Model©: It's All About Integration 16:55
16:55 Play Later Play Later Lists Like Liked16:55
Play Later Play Later Lists Like LikedDoing a little bit of everything - picking and choosing tactics - is NOT using the PESO Model©. This week on the Spin Sucks Podcast, Gini Dietrich is talking about the real power of the model: the integration. When you have a fully integrated PESO Model© strategy, then you have a replicable system that works in your sleep, with each element re-inforcing all of the others, and *that* will never be achieved by choosing and deploying individual tactics.…
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The Spin Sucks Podcast with Gini Dietrich
1 Rethink, Refine and Future Proof Your Communications Strategy 16:45
16:45 Play Later Play Later Lists Like Liked16:45
Play Later Play Later Lists Like LikedAs economic uncertainty and the pace of technological change increases around the world, the communications plans you made late last year might already need an update. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking you through how you should be reviewing and updating your communications plans in light of this constantly changing environment.…
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The Spin Sucks Podcast with Gini Dietrich
1 The Evolution and Elevation of the PESO Model© 17:27
17:27 Play Later Play Later Lists Like Liked17:27
Play Later Play Later Lists Like LikedA lot has changed since the PESO Model© was first released in 2014 - marketing and communications have all seen massive change - but the model has been there through it. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing the evolution and elevation of the PESO Model, so that the marketing communications professionals who use it continue to be the best of the best in the industry.…
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The Spin Sucks Podcast with Gini Dietrich
1 What AI Can Do and Why it Can't Replace You 16:34
16:34 Play Later Play Later Lists Like Liked16:34
Play Later Play Later Lists Like LikedAI adoption in the PR industry has been huge, but you're not at risk of being replaced. AI is taking over the work that ultimately, we don't want to be doing, and on today's episode of the Spin Sucks Podcast, Gini Dietrich is sharing exactly how to get started, and where your human touch is, and will remain, needed.…
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The Spin Sucks Podcast with Gini Dietrich
When customer journeys are non-linear, and happening around the world, a one-size fits all approach to marketing an communication just doesn't work - but picking and choosing individual tactics from the PESO Model© won't fix the problem - you need a whole strategy. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how large organizations operating internationally can fill that gap, improve performance and bring consistency to your operation.…
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The Spin Sucks Podcast with Gini Dietrich
1 [Replay] The 5 Kinds of Stories You Need to Tell 18:15
18:15 Play Later Play Later Lists Like Liked18:15
Play Later Play Later Lists Like LikedBeing a good communicator means being able to effectively tell stories - that is what helps you build trust and relationships. On today's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the stories that work best in business and how you can get comfortable telling them.
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The Spin Sucks Podcast with Gini Dietrich
1 The Shift In Thinking That Creates Strong Brand Stories 15:35
15:35 Play Later Play Later Lists Like Liked15:35
Play Later Play Later Lists Like LikedMost brand stories miss the mark becuase they're focused on the wrong thing, don't resonate with the intended audience, or lack consistency accross different channels. But there is a way to do it right, and that's exactly what Gini Dietrich is sharing this week on the Spin Sucks Podcast.
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The Spin Sucks Podcast with Gini Dietrich
Requests for Proposals are the bane of many agency's existence, and although they're popular, they're rarely the best way to stary a new professional relationship. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about a better way to position yourself as an expert and get new business without the proposals.…
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The Spin Sucks Podcast with Gini Dietrich
You've seen them on TikTok, Instagram, Facebook and YouTube - they're an increasingly popular and important method of connecting with the people interested in the companies you represent. On this week's episode of the Spin Sucks podcast, Gini Dietrich is talking about how to use this format, and how to integrate it into your PESO Model© strategy.…
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The Spin Sucks Podcast with Gini Dietrich
If AI is stopping people from clicking through to websites - what is the end goal for our PR work? That's what Gini Dietrich is exploring on this week's episode of the Spin Sucks Podcast: the challenges, the opportunities and what you should be tracking and prioritizing as the landscape keeps shifting.…
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The Spin Sucks Podcast with Gini Dietrich
1 Gazing into My Crystal Ball: Using the PESO Method in an AI World 16:00
16:00 Play Later Play Later Lists Like Liked16:00
Play Later Play Later Lists Like LikedGini Dietrich dives into AI and how PR professionals are the future of marketing. She discussed the future of paid media and using paid strategies to extend your reach with valuable content with the PESO Model. The key isn't reaching the most people; it's reaching the right people.
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The Spin Sucks Podcast with Gini Dietrich
1 Become an Overnight Success in Just 10 Years 15:56
15:56 Play Later Play Later Lists Like Liked15:56
Play Later Play Later Lists Like LikedYour intellectual property is the culmination of your experience, insights and proven methodologies - and you should make sure that your proprietary ideas, productized services and frameworks are unambiguously yours. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is walking you through the exact steps to take to use you IP to become an overnight success... in just 10 years.…
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The Spin Sucks Podcast with Gini Dietrich
1 How AI is Changing Search - What You Need to Know 15:56
15:56 Play Later Play Later Lists Like Liked15:56
Play Later Play Later Lists Like LikedAI search engines, and even traditional search engines using AI are changing how people look for and find information. For communicators, this means we need to update the way we're using the PESO Model© to make sure we're getting found where people are looking. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is telling you how.…
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The Spin Sucks Podcast with Gini Dietrich
1 Creating Ecosystems Around Your Opportunities 15:45
15:45 Play Later Play Later Lists Like Liked15:45
Play Later Play Later Lists Like LikedThe magic of the PESO model is integration between the different media types. Often the lines are blurred between the elements and that means you're doing it exactly right. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to be omnipresent, and why you need to create an environment around each opportunity you have.…
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The Spin Sucks Podcast with Gini Dietrich
1 Bridging the Trust Gap with the PESO Model© 21:26
21:26 Play Later Play Later Lists Like Liked21:26
Play Later Play Later Lists Like LikedMore and more of the public have trust issues with companies and media. Gini Dietrich reviews the Annual Edelman Trust Barometer Report and how you can use the PESO Model to address trust challenges in today's communication landscape.
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The Spin Sucks Podcast with Gini Dietrich
A mistake that companies and individuals often make with the PESO Model© is treating it like a checklist of tactics rather than what it really is - an integrated strategy. On This week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make sure you're getting all of the benefits of the system - not just a few wins here and there.…
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The Spin Sucks Podcast with Gini Dietrich
1 Search in 2025 - What Communicators Need to Know 13:47
13:47 Play Later Play Later Lists Like Liked13:47
Play Later Play Later Lists Like LikedSearch is always changing, and as communications professionals, we don't always stay up to date on the latest. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing how you should be updating your SEO strategy in 2025 to make sure that the people who need to find your content, do.…
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The Spin Sucks Podcast with Gini Dietrich
There are things AI can do. Lots of them, in fact. But it can't do everything and it can't replace a solid communications plan and team. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how AI can enhance your PESO Model© Strategy in 2025 - complete with measurement and integration.…
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The Spin Sucks Podcast with Gini Dietrich
Competing priorities - goals and budget, immediate results and long term sustainability, efficiency and authenticity - communications is full of them. But that friction can be the source of the best, most creative and most profitable work your company does. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to make sure your programs have enough friction for the magic to happen.…
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The Spin Sucks Podcast with Gini Dietrich
1 Succeeding In The New Earned Media Landscape 17:01
17:01 Play Later Play Later Lists Like Liked17:01
Play Later Play Later Lists Like LikedCommunications and PR has always been a fast-changing industry, but something that has never changed is the importance of trust, credibility and authenticity. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about what you need to think about as you work on your Earned Media strategy going into 2025.…
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The Spin Sucks Podcast with Gini Dietrich
To create a truly effective communications program, you need to understand how the organization you're working with measure success - that is going to be the foundation of how you communicate the results of your work. In this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the best ways to demonstrate the results of your work and become a part of the strategic team.…
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The Spin Sucks Podcast with Gini Dietrich
Linking PR and communications work directly to business outcomes has always been a challenge, but a shocking percentage of us are not using all of the tools available, or are not using them correctly, to make it easier. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how important it is to have your results tied with other key data about the business.…
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The Spin Sucks Podcast with Gini Dietrich
1 Flexible Frameworks are the Key to Your Communications Success 16:03
16:03 Play Later Play Later Lists Like Liked16:03
Play Later Play Later Lists Like LikedThe new Earned Media landscape demands a different approach than we've used in the past, and it also offers new opportunities to connect more closely with the stakeholders that matter the most. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how to make content that can be adapted and transformed for new channels.…
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The Spin Sucks Podcast with Gini Dietrich
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 regular truth audits on this week's episode of the Spin Sucks Podcast.…
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The Spin Sucks Podcast with Gini Dietrich
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.
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The Spin Sucks Podcast with Gini Dietrich
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.
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The Spin Sucks Podcast with Gini Dietrich
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. That's what's happening this week on the Spin Sucks Podcast.
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The Spin Sucks Podcast with Gini Dietrich
1 What To Do When the Expert Doesn't Want to Talk To You 14:24
14:24 Play Later Play Later Lists Like Liked14:24
Play Later Play Later Lists Like LikedSometimes 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. (Check out Leaps and use the code SpinSucks10 for an extra-long free trial and a 10% discount)…
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The Spin Sucks Podcast with Gini Dietrich
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.
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The Spin Sucks Podcast with Gini Dietrich
1 Growth Hacks for Quick Wins in Communications 14:53
14:53 Play Later Play Later Lists Like Liked14:53
Play Later Play Later Lists Like LikedA '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.
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The Spin Sucks Podcast with Gini Dietrich
1 Are you Creating the Best Content on the Earth for Your Topic? 14:22
14:22 Play Later Play Later Lists Like Liked14:22
Play Later Play Later Lists Like LikedIf 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.
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The Spin Sucks Podcast with Gini Dietrich
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.…
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The Spin Sucks Podcast with Gini Dietrich
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'llquickly learn why you can't replace real expertise with AI, and this week on the Spin Sucks Podcast, Gini Dietrich is explaining why.…
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The Spin Sucks Podcast with Gini Dietrich
1 Why You Need to Make Time to Read Every Day 12:01
12:01 Play Later Play Later Lists Like Liked12:01
Play Later Play Later Lists Like LikedIt 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.…
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