The Spin Sucks Podcast with Gini Dietrich

The Spin Sucks Podcast with Gini Dietrich

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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.


Agency Leadership Cross-Post: Generating New Business
Aug 4 • 26 min
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…
Measuring your PESO Model Progress
Jul 28 • 15 min
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…
Leveraging Authority from a PESO Model Program
Jul 21 • 16 min
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. If you’ve been listening to the PESO model series, and learn how to implement…
Turning Visitors into Customers with Paid Media
Jul 14 • 16 min
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…
Where and How Shared Media Fits in Your PESO Model Strategy.
Jul 7 • 13 min
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…
How to Use Earned Media In the PESO Model Process
Jun 30 • 13 min
In the PESO Model process, where earned and owned media overlap, search engine optimization reigns supreme. Though SEO seems scary to a marketer or communicator who is not trained in the intricate details of the specialty, we are not going to focus on…
A Deep Dive Into Owned Media In a PESO Model Program
Jun 23 • 15 min
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…
Using the PESO Model to Pivot Your Career In Times of Crisis
Jun 16 • 10 min
The role of the communicator is to adapt, and evolve, especially now. Not only do we have to keep up with current events and work to stay top-of-mind without seeming tone deaf, we have to learn and use everything new that comes along—or be able to make…
Taking a Stand for Social Justice
Jun 9 • 12 min
In today’s episode of the Spin Sucks Podcast, Gini talks about what it means for a company to take a stand for social justice, the kinds of conversations you need to have with your team and clients, what it can cost, and why it’s absolutely necessary to…
Taking Career Advice from Nature
Jun 2 • 11 min
A recentWall Street Journal article talks about how to survive the pandemic by taking cues from nature. Naturally, of course. As it turns out, wildfires, pine cones, armadillos, geckos, and mantis shrimp hold the key to out coming out of the pandemic with…
Starting and Scaling a Business
May 26 • 10 min
Gini Dietrich makes a confession in this week’s Spin Sucks podcast episode. She describes that, because she’s run her own company for years, taking the responsibility and the risks and reaping the rewards, she’ll never be a good employee. She says she…
Replay: Building Online Community
May 19 • 10 min
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…
What Does Thought Leadership In 2020 Look Like?
May 12 • 15 min
The last piece of an integrated PESO Model program, before you get to measurement, is authority—or thought leadership. If you implement a full PESO Model program, complete with the full foundational work of paid, earned, shared, and owned media working…
Celebrating 100 Episodes of the Spin Sucks Podcast
May 5 • 10 min
One hundred episodes ago, we launched the Spin Sucks podcast with trepidation, anxiety, and a sense of adding just one more thing to the weekly task list. Today, while not exactly the easiest task for me to complete each week, it’s one of the most…
Continuing Challenges and Exciting Opportunities in Paid Media
Apr 28 • 16 min
Before the world fell apart, we were talking about the different media types in the PESO Model—how they work individually AND together. When we stopped talking about the PESO Model (for obvious reasons), we were at paid media and, because social media ads…
Why Communicators Should Ignore the Hustle Mentality and “Advice”
Apr 21 • 12 min
There are a lot of memes and graphics floating around that talk about how, if you don’t come out of this global pandemic with a new skill, a new invention, a new body, a new something…that you will have wasted this time you’re sheltering in place. A…
How to Do Your Job When Earned Media Is Out of the Question
Apr 14 • 12 min
At the end of March, Gannett has announced they will furlough workers at more than 100 newspapers between April and the end of June. Every journalist making more than $38,000 a year will have to take one week unpaid sometime during the three months. This…
How to Implement the PESO Model, No Matter the Size of Your Team
Apr 7 • 14 min
The Spin Sucks team launched the PESO Model Certification with Syracuse University right before the world caught on fire. And, even though things have changed drastically since then, the online course and certification are still one of the best things you…
How to Market When the World Is On Fire
Mar 31 • 12 min
These are unprecedented times we are in. While we’re all struggling to make ends meet, business does have to go on. How do you know what is appropriate and what is not? The good news is you can still market during a crisis. The bad news is someone will…
Get Through COVID-19 With These Mindset Shifts
Mar 24 • 15 min
They have said millennials are the first generation ever to experience two global economic crises that will put them on a path to end up financially worse than their parents. The Great Recession happened as they were graduating from college with the…
So You’re Working From Home. Now What?
Mar 17 • 14 min
It’s a crazy, crazy time to be alive right now. Things change pretty much every hour. What’s happening our world feels eerily similar to 9/11. Of course, we didn’t have warning back then and I didn’t run a business nor have people’s livelihoods dependent…
The Newly Refreshed PESO Model Graphic and Process
Mar 10 • 13 min
The PESO model is like a pyramid with four corners. Each corner 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, and the official…
Star Wars, the PESO Model, and a Challenge for You
Mar 3 • 10 min
A Star Wars superfan has written a thirty thousand word dissertation detailing the problems with the Star Wars franchise. He also created a plan to help Disney generate an extra $20 billion. To make that happen, however, he needs Bob Iger, the CEO of…
Who Can Use The PESO Model?
Feb 25 • 15 min
It’s still PESO model learning month, as designated by the team at Spin Sucks, which means you get to continue your professional development around this process. In this week’s show, we talk about who within an organization can use the PESO model, the…
How Google Helped BERT Get Revenge
Feb 18 • 12 min
The latest algorithm update from Google, BERT, is out for revenge on irrelevant, spammy content—and you’d better beware if this has been your MO of late. BERT stands for Bidirectional Encoder Representations from Transformers, which means it uses deep…
The PESO Model: Why Communicators Struggle To Implement It And How To Fix It
Feb 11 • 15 min
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. In this week’s show we’ll talk about the four reasons people can struggle with…
A Podcast About Podcasts
Feb 4 • 15 min
Gini Dietrich discusses the innovations, changes, and new opportunities in the podcasting space in this week’s Spin Sucks show. She outlines the pros and cons of micro- versus long podcasts. While most podcasts today are 10 minutes or longer, Gini points…
PR and the Election
Jan 28 • 12 min
In our trends piece from a few weeks ago, one of the most mentioned issues was what role PR is going to play in the upcoming election. One statistic from that article has really stuck in my mind: Of the top 20 most viewed news stories on Facebook about…
PR Trend: Artificial Intelligence
Jan 21 • 13 min
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. AI can profitably scale activities that…
What Are Your Business Red Flags?
Jan 14 • 14 min
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. A red flag is a sign, signal, or symptom that a person does not fit your ideal…
Happy New Year!
Jan 7 • 12 min
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. A goal, on the other hand, has a finite start and end, and something specific you want to achieve…
Reworking Earned Media
Dec 28, 2019 • 25 min
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. However, if you maintain a good relationship with the interviewer, you can repurpose…
12 Days of Christmas - 10 PR Metrics To Track
Dec 17, 2019 • 12 min
🎶On the 10th Day of PR Christmas, Spin Sucks gave to you 10 PR Metrics to Track, 9 ways to be more productive, 8 communications podcasts, 7 PR pros to follow, 6 SEO tricks, five breakable habits, four productivity tools, three AI experts, two PR trends,…
12 Days of Christmas - 6 SEO Best Practices
Dec 10, 2019 • 15 min
🎶On the sixth day of Christmas, Spin Sucks gave to you…six SEO tricks, five breakable habits, four productivity tools, three AI experts, two PR trends, and one mindset shift in a pear tree.🎶 Search Engine Optimization, SEO, may seem like magic but it’s an…
12 Days of Christmas - 2 PR Trends
Dec 3, 2019 • 12 min
🎶On the second day of Christmas, Spin Sucks gave to you two PR trends and one mindset shift (in a pear tree).🎶 You can start the new decade on a strong footing by embracing these two trends: creative storytelling and the PESO model. Creative storytelling…
Income Diversification for Communications Professionals
Nov 26, 2019 • 14 min
We should have multiple sources of income to protect our businesses and our personal lives. This means that we should have various revenue streams from several products or services making up our total income. Types of Income Streams for Communications…
How To Prepare For A Down Economy
Nov 19, 2019 • 17 min
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. It’s best to be…
How To Do Your Own Professional Development
Nov 12, 2019 • 16 min
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.…
Are You Out of Your Mind, Earnst and Young?
Nov 5, 2019 • 12 min
Women get a lot of advice about how to succeed at work. Much of it conflicting. More of it extraordinarily offensive. 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…
The Do’s and Don’ts of Holiday-Themed Content Campaigns
Oct 29, 2019 • 9 min
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. Done poorly, they’re…
The Art of Negotiation
Oct 22, 2019 • 12 min
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.
An App for All Seasons
Oct 15, 2019 • 13 min
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.
All Roads Lead to Email
Oct 8, 2019 • 7 min
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 your PESO…
Pop-Ups - Love ‘Em or Leave ‘Em
Oct 1, 2019 • 10 min
Pop-ups may be annoying to us in the internet marketing industry, but in the real world they’re very effective.
[Replay] Digital Declutter
Sep 24, 2019 • 7 min
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 okay – it…
#68: Dealing With Unhappy Customers - Off and On-Line
Sep 17, 2019 • 13 min
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…
#67: When You Don’t Like The Boss, But The Boss Is You
Sep 10, 2019 • 12 min
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 that…
Managing the Challenges of Vacation
Sep 3, 2019 • 9 min
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…
#65: [REPLAY] How to Find your Authentic Brand Voice
Aug 27, 2019 • 13 min
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 else, it’s…
#64: Emails that Don’t Suck
Aug 20, 2019 • 11 min
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).
#63: Coming Up With Ideas for Content
Aug 13, 2019 • 8 min
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.
#62 Instagram for Business. Even Non-Visual Ones
Aug 6, 2019 • 10 min
Instagram is a powerhouse of a social media platform, and you should take a good long look at using it for your business. Today on the Spin Sucks Podcast, your host, Gini Dietrich talks about why it matters for businesses and the different strategies you…
#61 How Agencies can Outsource
Jul 30, 2019 • 9 min
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 sometimes it…
#60 Unbelievable Onboarding
Jul 23, 2019 • 10 min
After a deal is signed, it’s time for onboarding: onboarding is what you do for new clients after they begin services with you. It’s a stage of the relationship it’s important to get right because we’ve all had that experience where you sign the contract,…
#59 Sharing Your Owned and Earned Content
Jul 16, 2019 • 9 min
This week on the Spin Sucks Podcast, Gini talks about how to integrate your owned and earned media and get the most out of both. Each element of the PESO model works well - but you get more mileage if you integrate them as a comprehensive strategy. This…
#58 All About Referrals
Jul 9, 2019 • 10 min
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 get…
#57 Customer Service - The Magic is in the Details
Jul 2, 2019 • 11 min
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 of…
#56 How to Stay Up to Date in Your Industry
Jun 25, 2019 • 6 min
When you’re the expert, clients, colleagues, friends, and family expect you to know what’s going on in your industry. And you should, but communications is changing so fast, on top of the industries in which we work. So how do you stay updated? Gini…
#55 [REPLAY] Thought Leadership: Just Another Buzzword?
Jun 18, 2019 • 11 min
Fellow 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 buzzword and a…
#54 Through the Years with Spin Sucks
Jun 11, 2019 • 9 min
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 September, we’ll…
#53 Video Marketing for Communications
Jun 4, 2019 • 8 min
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. For…
#52 A Year of Insights from Our Listeners
May 28, 2019 • 11 min
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, our…
#51 Mistakes and Malice in PR
May 21, 2019 • 8 min
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 about the…
#50 Why You Should Avoid Overservicing and Overdelivering
May 14, 2019 • 8 min
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 want. Fake it…
#49 Using Systems and Automation
May 7, 2019 • 8 min
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 lot more…
#48 Content and the Client Lifecycle
Apr 30, 2019 • 9 min
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 your…
#47 What You Don’t Know Can Trip You Up
Apr 23, 2019 • 9 min
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 how to…
#46 RFP’s and How to Grow Without Them
Apr 16, 2019 • 8 min
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, and ways…
#45 Communication During a Crisis
Apr 9, 2019 • 9 min
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…
#44 How to Pitch Almost Anything
Apr 2, 2019 • 8 min
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 to write…
#43 The Different Community Platforms
Mar 26, 2019 • 10 min
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 how to…
#42 Replay: So Much Social
Mar 19, 2019 • 8 min
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. The…
#41 Skills to Build and Work On
Mar 12, 2019 • 11 min
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 best…
#40 The 3 C’s of Creativity
Mar 5, 2019 • 7 min
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 yes, it is…
#39 Growing a Company
Feb 26, 2019 • 9 min
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 easy, but…
#38 How Virtual Companies Work
Feb 19, 2019 • 11 min
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: how they…
#37 Building an Online Community
Feb 12, 2019 • 8 min
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 step…
#36 Effective Storytelling for Your Brand
Feb 5, 2019 • 8 min
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…
#35 Digital Declutter
Jan 29, 2019 • 7 min
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 us. Maybe…
#34 PESO Case Study: Pitch Perfect
Jan 22, 2019 • 9 min
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 right,…
#33 Alexa Flash Briefings: The New Kid on the Social Media Block
Jan 15, 2019 • 7 min
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 customers. Here’s…
#32 Communications Trends for 2019
Jan 8, 2019 • 11 min
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 communications…
#31 Predictions for 2018: Were We Right?
Dec 27, 2018 • 8 min
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 true!
#30 Networking Done Right
Dec 18, 2018 • 10 min
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 episode of…
#29 Developing a Growth Mindset
Dec 11, 2018 • 7 min
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 so…
#28 Thought Leadership: Just Another Buzzword?
Dec 4, 2018 • 11 min
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.’ This is what…
#27 The Weird New World of Robots
Nov 27, 2018 • 10 min
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, programs can…
#26 REPLAY: It’s Time to Step Up to the PESO Plate
Nov 20, 2018 • 7 min
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…
#25 From Memes to Strategy: Leveraging User-Generated Content for Your Brand
Nov 13, 2018 • 11 min
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 create.…
#24 Pay to Play and Play to Win: Paid Media Strategies for Your Business
Nov 6, 2018 • 8 min
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 what it…
#23 The 3 Rules for Social Media Etiquette
Oct 30, 2018 • 8 min
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: your…
#22 How Not to Be Annoying and Ineffective on Social Media
Oct 23, 2018 • 13 min
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…
#21 So Much Social
Oct 16, 2018 • 8 min
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. The…
#20 Ask Gini: Analytics, Platforms, Outsourcing, ROI and More
Oct 9, 2018 • 14 min
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 find useful…
#19 Own Your Competition with Owned Media
Oct 2, 2018 • 11 min
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 valuable.…
#18 Social Media That Won’t Blow Up in Your Face
Sep 25, 2018 • 8 min
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 (or…
#17 Growing Your Audience With Earned Media
Sep 18, 2018 • 14 min
We already 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” for Earned Media. Done correctly, Earned Media is an effective strategy that can catapult your business or product…
#16 Get the Most Out of Paid Media
Sep 11, 2018 • 9 min
Last week on the Spin Sucks podcast 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…
#15 It’s Time to Step Up to the PESO Plate
Sep 4, 2018 • 7 min
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 an…
#14 Should You Blog for Your Business?
Aug 28, 2018 • 14 min
It seems that almost everyone has their own blog these days. From influencers to entrepreneurs, heck, even corporations joined the blogging scene to gain traction, and maybe even try to understand what all this, “blogging is king” hullabaloo is about…
#13 Let’s Get Real About Influencer Marketing
Aug 21, 2018 • 8 min
Being an influencer doesn’t mean being lazy and using clickbait. It means having a real audience and making the industry better. If you’re trying to grow your business and your brand, how do you know which influencers will really help you? In today’s…
#12 The Issues List
Aug 14, 2018 • 12 min
Everyone’s got issues, no exception. But when it comes to achieving your goals, there are few personal issues that can truly hamstring your attempts to make progress. In this episode, Gini covers the four horsemen of The Issues List and dishes out some…
#11 The Big Rock Concept
Aug 7, 2018 • 16 min
What do rocks, pebbles, water and a glass have to do with communication plans? With some help from Gini Dietrich, more than you think! Tune in to this week’s episode to find out how to get your biggest rocks in a row and make time for all the pebbles and…
#10 Setting Goals You’ll Actually Keep
Jul 31, 2018 • 11 min
We’re at mid-year, and we have an important question for you. How are those resolutions you made in January coming along? If you’re one of the few who actually follows up on your goals, good for you! If this question made you uncomfortable, then this is…
#9 The Massive Opportunity for PR Firms and Content Creators
Jul 24, 2018 • 13 min
Facebook is dead. LinkedIn is a wasteland. Twitter is a waste of time… or so people would have you believe. Is it even worth it for your brand to be on social media at all these days? The answer is no AND yes. Today, Gini talks about why some brands…
#8 The Power of the SWOT Analysis
Jul 17, 2018 • 9 min
Sometimes it only takes one SWOT to rule them all. When it comes to your business, product or strategy, breaking down your greatest strengths, weaknesses, opportunities and threats can help you to make the right decision at the right time. This week,…
#7 Why and How you should still Comment on Blog Posts
Jul 10, 2018 • 9 min
“Dark social media” isn’t as ominous as it sounds, we promise. These days, conversations on social media are getting smaller and smaller. While the days of broad public engagement have been dissolved into the era of the social media bubble, it’s still…
#6 How to create your Brand Qualifiers
Jul 3, 2018 • 10 min
What are your values? What will your brand engage with and what will it stay away from? Knowing the do’s and don’ts of your brand will help your organization find great clients and create solid working relationships.
#5 Finding the Metrics to Make Your CEO Swoon
Jun 26, 2018 • 11 min
There’s nothing that makes a CEO happier than good metrics. And nothing annoys a CEO like fluffy and flashy PR numbers that offer no real insight into their business. Check out some of Gini Dietrich’s favorite metrics that will help you communicate…
#4 Brand Personas
Jun 19, 2018 • 14 min
Are you one of those people who sees faces in everything? The clouds, dark alleys, toast? It’s called Pareidolia, and it makes the unrelatable, relatable by turning inanimate objects or abstract concepts into something we can tell stories about and have…
#1 How Elon Musk Pulled Off the Perfect PR Stunt
Jun 7, 2018 • 7 min
Elon Musk launched a Tesla into space. Unless you’ve been living under a rock, you also know he named the mannequin driver Starman. It all seems like a ridiculous PR stunt, but it wasn’t. At least not in the sleazy way. What Elon did was share his…
#2 How to Write With Your Brand Voice
Jun 7, 2018 • 7 min
Everything you write for your fans should be instantly recognizable as you. If not, you’ll be lost in obscurity along with the deluge of emails from other companies. If the only way your fans recognize you is by the reply email, it’s time to rethink how…
#3 How to Find Your Authentic Brand Voice
Jun 7, 2018 • 12 min
You’ve nailed your brand. Now you need to figure out how to make it come alive. Not Frankenstein alive, but living, breathing, and authentically representative of your company. It’s way too easy to make your brand voice what you wish it were rather than…
Welcome to the Spin Sucks Podcast with Gini Dietrich
Feb 21, 2018 • 3 min
The Spin Sucks podcast is 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…