The Spin Sucks Podcast with Gini Dietrich
Episodes
Hustle Culture, AI, and the Cost of Shallow Thinking
24 Mar 2026
Contributed by Lukas
On this week’s Spin Sucks podcast episode, Gini Dietrich explores how hustle culture trained us to confuse keeping up with actually understanding, w...
The PESO Model® Was Built for This Moment
17 Mar 2026
Contributed by Lukas
The PESO Model® did not become less relevant because of AI—it became more necessary. In this episode, Gini Dietrich breaks down how AI exposed the ...
Measuring the PESO Model® Without Losing Your Mind
10 Mar 2026
Contributed by Lukas
Measurement isn’t math. It’s storytelling with numbers—and in a PESO Model® operating system, it’s how you prove what changed (not what you d...
Why the PESO Model® Falls Apart Without Integration
03 Mar 2026
Contributed by Lukas
Running the PESO Model®as separate tactics creates noise, not momentum. In this episode, Gini Dietrich shares what PESO Model integration really is: ...
How Shared and Paid Make the PESO Model® Operating System Move
24 Feb 2026
Contributed by Lukas
In this episode of the Spin Sucks podcast, Gini Dietrich resets what shared and paid are actually for inside the PESO Model® operating system. She co...
The Visibility Engine: Owned and Earned Media
17 Feb 2026
Contributed by Lukas
In this episode, Gini Dietrich unpacks the visibility engine: Owned and Earned media working together. Owned is your home base—structured expertise ...
The PESO Model Certification® is Now Built for AI Discovery
10 Feb 2026
Contributed by Lukas
AI has changed discovery. Your audience is getting answers without clicking, and “post here, pitch there, boost this” doesn’t just feel scattere...
Corporate Communications and the Cost of Silence
03 Feb 2026
Contributed by Lukas
A powerful image out of Minnesota keeps resurfacing: federal agents inside a Target store, terrorizing employees and customers. Just the mere image co...
AI Comments Don’t Build Relationships
27 Jan 2026
Contributed by Lukas
We’ve been told the growth strategy is simple: comment a lot, get noticed, build relationships, and win customers. But when busy professionals outso...
A PESO Model® Primer for Marketers and Communicators
20 Jan 2026
Contributed by Lukas
The PESO Model® isn’t outdated—but many implementations are. In this episode, Gini Dietrich explains how the PESO Model has evolved from a framew...
Publicity Is Dead. PR Is Not.
13 Jan 2026
Contributed by Lukas
Sir Martin Sorrell said, “PR is dead.” The PR industry responded. And the real issue isn’t whether he’s right—it’s why that line even soun...
The PESO Model® in 2026: Evolved, Operational, and Built for the AI Era
06 Jan 2026
Contributed by Lukas
The PESO Model® has evolved—and that evolution matters more than ever in 2026. As AI accelerates execution and marketing teams are asked to delive...
The Visibility Engineering Metrics That Predict Demand
16 Dec 2025
Contributed by Lukas
Most visibility programs fail because teams don’t know what to measure—or they measure too much, too late. In this final episode of the Visibilit...
How to Use Proof-First Social to Engineer Visibility
09 Dec 2025
Contributed by Lukas
You’ve built your anchor hubs, clarified your experts, and added external proof. Now Gini Dietrich shows you how to put your credibility into circul...
Building Corroboration Loops to Power Your Visibility Engineering
02 Dec 2025
Contributed by Lukas
Saying “we’re the leading provider” isn’t a strategy. Corroboration is. In this episode, Gini Dietrich explores how to build corroboration lo...
AI Looks for Author Footprints First
25 Nov 2025
Contributed by Lukas
Does your website read like a committee of ghosts wrote it? Logos, vague promises, stock photos—and no real humans your audience can actually trust?...
The Fastest Path to Engineering Your Brand’s Visibility
18 Nov 2025
Contributed by Lukas
Most buying happens before a call—so if you’re not answering buyer questions up front, the algorithms (and the humans) move on. Gini Dietrich prov...
How to Make Your Brand the Obvious Answer with Visibility Engineering
11 Nov 2025
Contributed by Lukas
Most of the decision happens before sales. In this episode, Gini Dietrich breaks down Visibility Engineering and how to use the PESO Model© to build ...
How to Measure Brand Awareness, Trust, and Reputation
04 Nov 2025
Contributed by Lukas
In a collapsed-funnel world, “action-oriented” isn’t a button—it’s a byproduct of trust. Today, Gini Dietrich digs into how reputation becom...
Handling the “AI Discount” Question from Clients
28 Oct 2025
Contributed by Lukas
AI collapsed drafting time—but clients still buy certainty: accuracy, brand safety, and results. In this episode, Gini Dietrich lays out a practi...
How to Manage Your Brand on the Dead Internet
21 Oct 2025
Contributed by Lukas
The internet isn’t dead—it’s haunted. This week, Gini Dietrich explores the “dead internet” theory and why bots now outnumber humans online,...
How to Prepare for a Bot-Created Crisis
14 Oct 2025
Contributed by Lukas
Synthetic sparks, real fires. Gini Dietrich unpacks how bot-created boycotts inflate “consensus,” jump to real influencers, and turn into costl...
The Case for a Marketing Operating System
07 Oct 2025
Contributed by Lukas
In today’s episode, we put you in the boardroom and show exactly why the current stack can’t answer the ROI question—then we install an operatin...
How the PESO Model© Helps You Avoid AI Bubble Burnout
30 Sep 2025
Contributed by Lukas
Generative AI is sliding into the “Trough of Disappointment.” The Atlantic is warning of an AI bubble. And if you’re a CMO chasing disconnected ...
Why Pharma Needs the PESO Model© Now
23 Sep 2025
Contributed by Lukas
Ten billion dollars in pharma advertising just got a whole lot less effective. With Trump’s new memo cracking down on DTC ads—TV, social, digital,...
The Visibility Engineer’s Manifesto
16 Sep 2025
Contributed by Lukas
For too long, marketing and communications have been judged by clicks, impressions, and vanity metrics. But those numbers don’t move a boardroom. ...
Meet Your New Buyer Persona: ChatGPT (And Its Friends)
09 Sep 2025
Contributed by Lukas
For decades, we’ve built personas around titles, demographics, and buyer journeys. But today, your most important persona doesn’t have a job title...
Structured Trust Is the New Currency of Reputation
02 Sep 2025
Contributed by Lukas
Your reputation isn’t just what people say anymore—it’s what machines decide is true. In this episode of Spin Sucks, Gini Dietrich explains why...
Using the PESO Model© as Your Marketing Operating System
26 Aug 2025
Contributed by Lukas
On this week’s Spin Sucks podcast, Gini Dietrich digs into IBM’s new CMO Revolution study and what it means for the future of marketing leadership...
GEO, Trust, and the PESO Model: Why It Still Works (and What’s Changed)
19 Aug 2025
Contributed by Lukas
PR is powering AI visibility—and communicators are more essential than ever. In this episode of the Spin Sucks podcast, Gini Dietrich breaks down h...
Why Comms Pros Are the New Visibility Engineers
12 Aug 2025
Contributed by Lukas
Your job title hasn’t changed. But your responsibilities have. In today’s episode of the Spin Sucks podcast, Gini Dietrich breaks down what it me...
Why Speed Matters in Crisis Comms: Lessons from a Kiss Cam Gone Viral
05 Aug 2025
Contributed by Lukas
What do you get when you combine a Coldplay concert, a viral Kiss Cam moment, a silent startup, and Gwyneth Paltrow? A crisis communications case stu...
Invisible to AI = Invisible to Customers: The New Discoverability Crisis
29 Jul 2025
Contributed by Lukas
AI doesn't see you if your marketing content is brilliant but disconnected. And if AI doesn’t see you, neither do your customers. In this episode o...
In the Age of AI Search, PR Holds the Keys to Visibility
22 Jul 2025
Contributed by Lukas
Generative AI search is rewriting how people find, trust, and engage with information—and communicators are uniquely positioned to lead in this new ...
How to Implement the PESO Model© in a Zero-Click, Zero-Share World
15 Jul 2025
Contributed by Lukas
If 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...
Why the PESO Model© Still Wins in the Age of Zero Click and Zero Share
08 Jul 2025
Contributed by Lukas
Remember when clicks, shares, and impressions were reliable measures of success? Those days are gone. In this episode, Gini Dietrich breaks down wh...
How to Train Your Communications Strategy
01 Jul 2025
Contributed by Lukas
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 -...
Turn Chaos into Order with The PESO Model©
24 Jun 2025
Contributed by Lukas
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 Podc...
Drawing the Line Between Helpful Automation and Dangerous Delegation
17 Jun 2025
Contributed by Lukas
It 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 ...
Be a Business Partner, Not a Vendor
10 Jun 2025
Contributed by Lukas
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 ins...
Making Your Data Stories Relatable and Actionable
03 Jun 2025
Contributed by Lukas
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...
The 4 Types of Data Stories You Need to Know
27 May 2025
Contributed by Lukas
When 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 Su...
Creating the Story Your Numbers Are Telling
20 May 2025
Contributed by Lukas
Do 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 abo...
How to Measure Outcomes, Not Just Activity
13 May 2025
Contributed by Lukas
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 ...
The PESO Model©: It's All About Integration
06 May 2025
Contributed by Lukas
Doing 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...
Rethink, Refine and Future Proof Your Communications Strategy
29 Apr 2025
Contributed by Lukas
As economic uncertainty and the pace of technological change increases around the world, the communications plans you made late last year might alrea...
The Evolution and Elevation of the PESO Model©
22 Apr 2025
Contributed by Lukas
A lot has changed since the PESO Model© was first released in 2014 - marketing and communications have all seen massive change - but the model has be...
What AI Can Do and Why it Can't Replace You
15 Apr 2025
Contributed by Lukas
AI 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 b...
The Enterprise Integration Gap
08 Apr 2025
Contributed by Lukas
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 - ...
[Replay] The 5 Kinds of Stories You Need to Tell
01 Apr 2025
Contributed by Lukas
Being a good communicator means being able to effectively tell stories - that is what helps you build trust and relationships. On today's episode of t...
The Shift In Thinking That Creates Strong Brand Stories
25 Mar 2025
Contributed by Lukas
Most brand stories miss the mark becuase they're focused on the wrong thing, don't resonate with the intended audience, or lack consistency accross di...
[Replay] Winning Business without Proposals
18 Mar 2025
Contributed by Lukas
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 ...
Vertical Stories Need to be on Your Radar
11 Mar 2025
Contributed by Lukas
You've seen them on TikTok, Instagram, Facebook and YouTube - they're an increasingly popular and important method of connecting with the people inter...
The New AI Search Reality
04 Mar 2025
Contributed by Lukas
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...
Gazing into My Crystal Ball: Using the PESO Method in an AI World
25 Feb 2025
Contributed by Lukas
Gini 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 ...
Become an Overnight Success in Just 10 Years
18 Feb 2025
Contributed by Lukas
Your intellectual property is the culmination of your experience, insights and proven methodologies - and you should make sure that your proprietary i...
How AI is Changing Search - What You Need to Know
11 Feb 2025
Contributed by Lukas
AI search engines, and even traditional search engines using AI are changing how people look for and find information. For communicators, this means w...
Creating Ecosystems Around Your Opportunities
04 Feb 2025
Contributed by Lukas
The 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 d...
Bridging the Trust Gap with the PESO Model©
28 Jan 2025
Contributed by Lukas
More and more of the public have trust issues with companies and media. Gini Dietrich reviews the Annual Edelman Trust Barometer Report and how you ca...
Plant Your PESO Model© Tree Today
21 Jan 2025
Contributed by Lukas
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 - a...
Search in 2025 - What Communicators Need to Know
14 Jan 2025
Contributed by Lukas
Search 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 Suck...
How to Not Be Replaced by AI in 2025
07 Jan 2025
Contributed by Lukas
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 Importance of Friction
17 Dec 2024
Contributed by Lukas
Competing priorities - goals and budget, immediate results and long term sustainability, efficiency and authenticity - communications is full of them....
Succeeding In The New Earned Media Landscape
10 Dec 2024
Contributed by Lukas
Communications and PR has always been a fast-changing industry, but something that has never changed is the importance of trust, credibility and authe...
Winning Your Seat at the Strategic Table
03 Dec 2024
Contributed by Lukas
To create a truly effective communications program, you need to understand how the organization you're working with measure success - that is going to...
How to Prove the Worth of Your Work
19 Nov 2024
Contributed by Lukas
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...
Flexible Frameworks are the Key to Your Communications Success
12 Nov 2024
Contributed by Lukas
The 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 ...
What is your Role in Post-Truth America?
05 Nov 2024
Contributed by Lukas
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 rol...
Telling the Truth when Lies are Everywhere
29 Oct 2024
Contributed by Lukas
Disinformation is everywhere, and it reflects a fundamental shift in how information is shared. The challenge of maintaining truth in the public spher...
The Future of PR is Here
22 Oct 2024
Contributed by Lukas
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 t...
You're Not going to Believe This Episode
15 Oct 2024
Contributed by Lukas
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 s...
What To Do When the Expert Doesn't Want to Talk To You
08 Oct 2024
Contributed by Lukas
Sometimes you're asked to create content based on a subject matter expert who... doesn't actually have the time or desire to talk to you. This can be ...
Let's Make This Official...ly Certified
01 Oct 2024
Contributed by Lukas
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 Diet...
Growth Hacks for Quick Wins in Communications
24 Sep 2024
Contributed by Lukas
A 'growth hack' is a creative, low-cost strategy to quickly increase brand awareness, stay top of mind and even acquire customers. Gini Dietrich is s...
Are you Creating the Best Content on the Earth for Your Topic?
17 Sep 2024
Contributed by Lukas
If the answer is yes, then you don't have to worry about the next era of search. If the answer is no, you have some work to do, and that's what Gini D...
Don't Negotiate Against Yourself
10 Sep 2024
Contributed by Lukas
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 s...
Why You Can't Be Replaced by AI
03 Sep 2024
Contributed by Lukas
Sometimes when someone gets really excited about the (considerable!) possibilities of AI, they might start thinking about replacing their current mark...
Why You Need to Make Time to Read Every Day
27 Aug 2024
Contributed by Lukas
It can feel impossible to devote time every day to reading and keeping up to date on what is happening in the world and your industry - but having inf...
It Isn't Always Easy - Even When It Works
20 Aug 2024
Contributed by Lukas
While the PESO model is the most effective way to create and track successful PR campaigns - it isn't always easy to implement. On this week's episode...
Get Paid What You're Worth Every Time
13 Aug 2024
Contributed by Lukas
Sometimes when you quote a price the reaction is less than enthusiastic. Just because you get a little pushback doesn't mean you should back down, how...
You Really Don't Need an RFP
06 Aug 2024
Contributed by Lukas
A request for proposals might still be a common way to hire a new agency, but it's far from the best one. On this week's episode of the Spin Sucks Pod...
Communications Is a Marathon, Not a Sprint
30 Jul 2024
Contributed by Lukas
There are no overnight successes in the Olympics or business. There are years of blood, sweat, and tears before success. Gini Dietrich points out that...
All Right, Let's Talk About Talking About Politics
23 Jul 2024
Contributed by Lukas
Recently, Sticker Mule's Co-founder sent an expressly political email to the entire customer base of the company and then doubled down on the company ...
PR is Evolving, Not Dead
16 Jul 2024
Contributed by Lukas
The media environment is shifting and more brands are keeping a closer hold on their own narratives which means that PR pros need to adjust their appr...
It's All About the Prompt
09 Jul 2024
Contributed by Lukas
If you try to use an AI tool for a complex or creative task, you might be disappointed by the initial results, but as often as not, that is the fault ...
Planning for an AI Future
02 Jul 2024
Contributed by Lukas
What would you do if you didn't need to work to make a living? We may not be there yet - and we don't really know how the technology will develop - bu...
Celebrating 300 Episodes!
25 Jun 2024
Contributed by Lukas
Gini brings in her first-ever guests! Gini's husband joins Gini to discuss his entrepreneurial and marketing journey with his company, the National De...
What Has AI Done For You Lately?
18 Jun 2024
Contributed by Lukas
Right now a lot of communications professionals are more focused on what AI can't do than what it can. In this week's episode of the Spin Sucks Podcas...
Conducting a Symphony of Robots
11 Jun 2024
Contributed by Lukas
Chris Penn once told Gini Dietrich that as AI tools develop, the role of communicators will be one of conducting a symphony of robots, designing and c...
The PESO Model: Where To Start?
04 Jun 2024
Contributed by Lukas
The most common question Gini Dietrich is asked about the PESO model is how to start implementing it. This week on the Spin Sucks Podcast she is talki...
Big Changes in Generative Search - What It Means For Your Content
28 May 2024
Contributed by Lukas
Generative search is going to be affecting SEO sooner rather than later - but the foundations don't change - using your content to share your Experien...
The PESO Model© for Higher Ed, Comms Pros, and Business Leaders
21 May 2024
Contributed by Lukas
Gini Dietrich has a vision about making the field of marketing and communications a better, more effective place with a shared understanding of how RO...
How TikTok, Twitch, and YouTube Are Changing Earned Media
14 May 2024
Contributed by Lukas
The role of communicators is always changing - not least because there are always new platforms and changes to existing ones to integrate into our pla...
No, We Don't All Lie For A Living.
07 May 2024
Contributed by Lukas
Communications and PR is one of those industries where a few bad actors give everyone a bad reputation. But most communications pros are absolutely ho...
Your Questions Answered: The PESO Model© Certification
30 Apr 2024
Contributed by Lukas
If you want your clients to be confident that your communications work is ethical, responsible, and measurable, becoming a PESO Model Certified Guide©...
Combating Weaponized Information
23 Apr 2024
Contributed by Lukas
Are you tired of all the misinformation, disinformation, and mal-information in the media? Gini discusses what each type of information is and gives c...
The Changing Landscape of Media Relations
16 Apr 2024
Contributed by Lukas
Media relations has been turned on its head in the last few months. Due to media outlets closing or being acquired and revenue down, causing layoffs, ...
How Communications Affects SEO
09 Apr 2024
Contributed by Lukas
SEO has come a long, long way since the first search engines started using it to organize results, and Chat GPT is changing the game again. Today on t...
How to Make Your Metrics Tell Stories
02 Apr 2024
Contributed by Lukas
Data interpretation and communication is critical to help translate your efforts to outcomes. This week on the Spin Sucks Podcast, Gini Dietrich is ta...
Measuring PR Results in the 21st Century
26 Mar 2024
Contributed by Lukas
Measuring the results of your PR efforts is far more challenging than linking to the likes and clicks you get on your social media accounts. Gini disc...