The Spin Sucks Podcast with Gini Dietrich
Episodes
The Newly Refreshed PESO Model™ Graphic and Process
19 Mar 2024
Contributed by Lukas
The PESO model has become a foundational element of the communications industry. The industry isn't static, and neither is the model. Today on the Spi...
The Transformative Effectiveness of the PESO Model©
12 Mar 2024
Contributed by Lukas
On this week's episode of the Spin Sucks Podcast, Gini Dietrich is reviewing the PESO model for any of you listening who aren't familiar with it yet, ...
One of the Most Powerful Tools in the Communications Box
05 Mar 2024
Contributed by Lukas
Contributed Content is one of the unsung heroes of communications. While it isn't always the easiest to create, especially if content creation is outs...
Enough With the Double Standards!
27 Feb 2024
Contributed by Lukas
As far as we've come, there is a long way to go when it comes to being a woman in the workplace... and the world. Professionally, women can be sidelin...
What Makes a Thought Leader?
20 Feb 2024
Contributed by Lukas
Being a thought leader means having and sharing original thoughts that demonstrate your expertise. Doing this can take a lot of time or a lot of money...
Why Owned Media is Always Worth the Time
13 Feb 2024
Contributed by Lukas
Owned Media is the most important element of a PESO Model™ plan - it has the most potential for long term benefit, and can perform the heaviest lift...
Rise of the TikTok News Anchor
06 Feb 2024
Contributed by Lukas
The PESO model is evolving like everything else we do in business, and that means you need to review your strategy, evaluate it's results and make cha...
Communicating Bad News in the Age of TikTok
30 Jan 2024
Contributed by Lukas
It's never easy to lay someone off, deny them leave, reduce benefits or share any other kind of bad news... but there are definitely ways to make it m...
Winning Business without Proposals
23 Jan 2024
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 ...
From Service Focused to Solutions Focused
16 Jan 2024
Contributed by Lukas
To stay competitive in the new world of AI, you need to figure out how to use it, and any other new technologies that come along, to differentiate you...
AI is Changing Everything, and That's Okay.
09 Jan 2024
Contributed by Lukas
The internet made a huge change in how PR and Communications professionals work. Then social media did the same thing. Now, AI is changing everything ...
Surviving the End of the Internet
19 Dec 2023
Contributed by Lukas
If you've noticed that you are enjoying your time on the internet, and more specifically social, a lot less? Gini Dietrich has too and that's what she...
Rediscovering the Art of Commenting
12 Dec 2023
Contributed by Lukas
The most reliable way to get people to open your emails is to make sure they recognize your name - and one of the best ways to do that is to engage me...
How Not to Handle an Executive Transition
05 Dec 2023
Contributed by Lukas
You've probably heard about the Open AI drama that has been happening over the las few weeks, and you may have noticed how they broke almost every rul...
Remember: You're Playing a Long Game
28 Nov 2023
Contributed by Lukas
It can be easy to feel left out or offended when you're not included in media that your competitors are, but the answer isn't to throw a bunch of mone...
Embracing Leadership as a Journey...Not a Destination
14 Nov 2023
Contributed by Lukas
Great leaders are made, not born. Gini Dietrich dives into what it takes to become and grow as a leader worth leading.
New Data on the Future of Corporate Communications
07 Nov 2023
Contributed by Lukas
The 2023 Edelman Future of Corporate Communications Study is out, and Gini Dietrich is breaking down the results and what they mean for you on this we...
Where Should You Spend Your Time in 2024?
31 Oct 2023
Contributed by Lukas
The CMO Survey from Deloitte is out, and as you might expect - it's a mix of good and bad news. Today on the Spin Sucks Podcast, Gini is breaking down...
How I Became a Swiftie - A PR Playbook from Taylor Swift
24 Oct 2023
Contributed by Lukas
Whether or not you're a fan of Taylor Swift's music, you cannot deny that she is amazing at public relations. Gini Dietrich is talking about what Tayl...
When the PESO Model is Working Well...
17 Oct 2023
Contributed by Lukas
There is a certain level of success and stability you can expect with a communications professional that is using the PESO model - ad on today's episo...
The 5 Kinds of Stories You Need to Tell
03 Oct 2023
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...
When It Sounds Too Good To Be True...
26 Sep 2023
Contributed by Lukas
AI is making it easier and easier for people to create cold emails offering you the moon and more. Very often, these are pay to play firms who are sel...
Our Terrible First Blog Post - And What We've Learned Since Then
19 Sep 2023
Contributed by Lukas
When Spin Sucks first started it was called FADS: the Fight Against Destructive Spin. In today's episode of the Spin Sucks Podcast, Gini Dietrich is t...
AI Generative Search is Coming - Will You Be Ready?
12 Sep 2023
Contributed by Lukas
Google Search Generative AI is coming, whether you like it or not, and that means you've got to make some changes to what kind of content you're makin...
Reputation is Everything. Your Crisis Communications Plan Can Protect It
05 Sep 2023
Contributed by Lukas
Most organizations don't think too much about crises until they actually happen, but having a communications plan ready just in case is reputation ins...
Thinking About the Future Every Day
29 Aug 2023
Contributed by Lukas
Futurecasting is all about identifying a range of potential outcomes or events that might impact your industry and business, and planning for the diff...
What Makes a Workplace Toxic and How to Make Sure Yours Isn't
22 Aug 2023
Contributed by Lukas
Workplace toxicity is caused by the action, or inaction, of leadership, and that is true whether you're working together in an office, have a hybrid s...
Shaking Hands and Kissing Babies: The First Thing to Do in a Crisis
15 Aug 2023
Contributed by Lukas
There is one thing that is critical when managing a crisis that has to happen in person and on time: saying you're sorry. This is easier for many exec...
Have Patience, Create Consistency
08 Aug 2023
Contributed by Lukas
People are always looking for the easy way forward - it's kind of human nature - but it's usually not the best choice. You will always have better res...
How to Predict the Future
25 Jul 2023
Contributed by Lukas
There is a lot going on out there, and you need to be up to date on what is happening in your industry and the world at large if you want to be a valu...
The Right Way to Take a Stand
18 Jul 2023
Contributed by Lukas
Many of today's executives grew up understanding that you should never discuss money, politics or religion in polite company, but times are changing a...
The Many Risks of Journalists
11 Jul 2023
Contributed by Lukas
Very often, media opportunities involve providing access to members of the media - and that is a relationship that can be a little fraught. There are ...
Unintended Consequences: The Good and the Bad of Generative AI
27 Jun 2023
Contributed by Lukas
It's time for society to make changes - big ones - and generative AI is going to be a huge part of that. Today on the Spin Sucks Podcast, Gini Dietric...
Don't Negotiate with Yourself
20 Jun 2023
Contributed by Lukas
It's a fact that women are still underpaid compared to their male counterparts, and there's no one who can change it but us. One of the reasons this h...
The Many Reasons Perfect Isn't Best
13 Jun 2023
Contributed by Lukas
Perfectionism can cause problems in many different ways, and areas of your communications plan. Good and Finished is better than absolutely perfect fo...
Kindness Will Get You (Almost) Everywhere
06 Jun 2023
Contributed by Lukas
In this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about why it's so important to always live by the golden rule. Aside from b...
It's Time to Update Your Earned Media Strategy
30 May 2023
Contributed by Lukas
It seems like everyone is having more difficulty getting media placements than they used to - the old strategies for getting earned media just aren't ...
Demonstrating Your Value During Budget Cutbacks
23 May 2023
Contributed by Lukas
What does it mean for you as a professional communicator when you have to do more with less as budgets constrict? On this week's episode of the Spin S...
Using Generative AI as a Communicator
16 May 2023
Contributed by Lukas
Have you jumped on the Generative AI bandwagon yet? It can be a powerful tool to help you work more efficiently, and today on the Spin Sucks Podcast, ...
Your Email is Not My Emergency
09 May 2023
Contributed by Lukas
It can be easy to create the expectation that you're always available via email or slack or any of the other channels we use to communicate with our t...
The Reputation Game has Changed
02 May 2023
Contributed by Lukas
Complaints against a brand - real or not - can now be immediately distributed around the entire world, and that means that the role of communication p...
[Replay] Telling Stories That Mean Something
25 Apr 2023
Contributed by Lukas
It's important for the stories we tell to be meaningful to ourselves as communicators, and to the audience that ultimately receives them - but we don'...
The Remote vs. Hybrid. vs. In-Office Showdown for Communications Workers
18 Apr 2023
Contributed by Lukas
More and more companies are talking about bringing people back into offices, despite most employees not being interested. Apparently there is no repla...
Hiring an Advantage: Why You Should Consider Getting a Coach.
11 Apr 2023
Contributed by Lukas
When does it make sense to hire a coach? Gini Dietrich shares when and why you should hire a coach.
3 Questions to Help You Communicate Your Values
04 Apr 2023
Contributed by Lukas
It used to be that the 'best practice' for companies having opinions on social issues was: don't! But that is all changing and today on the Spin Sucks...
Evolving Your Services to Weather the Storms
28 Mar 2023
Contributed by Lukas
If the looming recession is making you nervous for your agency or business, then you should be thinking about how to evolve your services and offering...
Ripple Effects: Protecting Your Business from Global Upsets
21 Mar 2023
Contributed by Lukas
It's time to stop procrastinating - your marketing needs to be working for you, and be resilient in the face of economic shifts. Identify what is real...
The Magic of Contributed Content
14 Mar 2023
Contributed by Lukas
Gini Dietrich thinks that you should stop being afraid of contributed content, and make it an integral part of your communications strategy. You contr...
Winning Business Without Proposals
07 Mar 2023
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 ...
Keeping the Bad Actors at Bay on Social Media
28 Feb 2023
Contributed by Lukas
A civil conversation on social media might sound like an oxymoron, but some companies have been making an effort with features that allow communicator...
I Love it when a Plan Comes Together.
21 Feb 2023
Contributed by Lukas
If you want to succeed, you need a strategic plan. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about how to create and ...
Planting New Business Trees
14 Feb 2023
Contributed by Lukas
The best time to plant a tree is 10 years ago, and the second best time is today. A new business tree is the foundation of a relationship that can tur...
The Problem of Ignoring the Communication Professionals in the Room
07 Feb 2023
Contributed by Lukas
Most executives suck at communication, and they overlook the most powerful tool in their tool belt...the communications professional. This week on the...
The Problem with RFPs
31 Jan 2023
Contributed by Lukas
There is nothing like the feeling of receiving and RFP and imagining what winning it could mean for your business. They're not always a good idea, how...
The One Thing We Can Control: Owned Media
24 Jan 2023
Contributed by Lukas
There is a lot in communications you have to react to rather than create and control, but Owned Media is all yours. On today's episode of the Spin Suc...
Putting the PESO into your Sales Funnel
17 Jan 2023
Contributed by Lukas
Is sales enablement all there is to communications? You and I would say no, but a lot of executives, especially those with a sales background might be...
An Integrated PESO Model That Executives Love
10 Jan 2023
Contributed by Lukas
On this week’s Spin Sucks podcast episode, Gini Dietrich is sharing a PESO Model™ primer: why you need it, why your communications program should ...
The Golden Word for 2023
03 Jan 2023
Contributed by Lukas
Happy New Year! Hopefully you have had a lovely break, and you're ready to tackle a new year with new projects, new clients and piles of data to measu...
A Robot Wrote this Episode
13 Dec 2022
Contributed by Lukas
You might have heard about ChatGPT - the ai engine that can answer questions and generate content. Gini Dietrich is giving a demonstration of the tool...
Ignore Communications Counsel at Your Own Peril
06 Dec 2022
Contributed by Lukas
You never need a communications professional more than when things get really, really messy. There is a certain type of tech CEO that doesn't seem to ...
Digging into some Content Marketing Data
29 Nov 2022
Contributed by Lukas
It's always important to stay up to date on the latest data! Especially when you're building and maintaining robust and comprehensive communications p...
Why You Need Client Personas
15 Nov 2022
Contributed by Lukas
You need to apply the same skills to your internal and external clients as you do to your broader audience and community. Gini Dietrich is talking abo...
How Well Do You Know Your Clients?
08 Nov 2022
Contributed by Lukas
Your relationships with your clients are professional ones, but it's also important to understand them on the human level On today's episode of the Sp...
Overcoming Struggles Implementing the Peso Model
01 Nov 2022
Contributed by Lukas
Many people struggle when using the Peso Model with their clients and businesses. This week, Gini shares the four main issues many have and how to eff...
Why You Should Read Trust Signals
25 Oct 2022
Contributed by Lukas
Do you remember when social media was social? Back when it was, Gini Dietrich connected with Scott Baradell and started a friendship that has lasted f...
Creating a Community Flywheel
18 Oct 2022
Contributed by Lukas
Having a community around your business can be a huge advantage in everything from your sales to your content marketing to your brand reputation, and ...
Being Trustworthy When You Can't Trust Anyone
11 Oct 2022
Contributed by Lukas
Trust is a scarce commodity these days - but businesses have more of it than you migth expect. On this week's episode of the Spin Sucks Podcast, Gini ...
Telling Stories That Mean Something
04 Oct 2022
Contributed by Lukas
It's important for the stories we tell to be meaningful to ourselves as communicators, and to the audience that ultimately receives them - but we don'...
Ending The Praise Deficit Between Men and Women
27 Sep 2022
Contributed by Lukas
Join Gini as she discusses the differences between the praise men and women receive from their peers, colleagues, and bosses. Learn what you can do to...
Ongoing Education about Earned Media
20 Sep 2022
Contributed by Lukas
In PR, you have to educate your clients about what is possible, but also what is going to be the most effective in terms of earned media. That's what ...
Sweet Sixteen for Spin Sucks - What We've Learned
13 Sep 2022
Contributed by Lukas
16 years ago, Gini Dietrich and her team started the Spin Sucks Blog. Enjoy this special clip episode where Gini is talking about the history of the c...
What To Do When You're Professionally Ghosted
06 Sep 2022
Contributed by Lukas
Everyone gets ghosted from time to time - and it never feels good. When someone reaches out and you put tons of effort into creating a fantastic propo...
Who is the Worst Villian in Literature?
30 Aug 2022
Contributed by Lukas
Sometimes a team meeting can (and should!) stray off of business topics, and get to really vital issues - like who is the greatest villain in literatu...
It's Not All About the Evidence
23 Aug 2022
Contributed by Lukas
Persuasion is an art that communicators need to constantly hone. We might wish that data and facts and evidence were enough to make our cases, we need...
What's Up With All the Extra Work?
16 Aug 2022
Contributed by Lukas
On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the results some brand new data Frank Strong and Ned Lundquist discov...
Meausuring the Work We Do
09 Aug 2022
Contributed by Lukas
Measuring the succes and impact of the work they do is one of the biggest challenges that communicators face. Today on the Spin Sucks podcast Gini Dei...
Using Our Powers for Good
02 Aug 2022
Contributed by Lukas
There are a few bad apples that seriously damage the reputaiton of every industry, and PR is no different. Today, Gini Dietrich is talking about how c...
The Many Benefits of Introverts in Business
26 Jul 2022
Contributed by Lukas
There are introverts and there are extroverts - both are necessary for the running of the world, but the world isn't really designed for the introvert...
Break the Rules to Discover New Ideas
19 Jul 2022
Contributed by Lukas
We're taught to conform, to accept, and not rebel against the status quo. Sometimes breaking the rules is exactly what you need to succeed. Gini Dietr...
Have You Seen What's Happened Now?
12 Jul 2022
Contributed by Lukas
That's the question we're asking each other, and ourselves every week now, and when life and work are a pressure cooker of things to worry about, Gini...
Be Nervous, But Also Be Ready
05 Jul 2022
Contributed by Lukas
There is reason to be nervous about the economy, and what is going to be happening in the coming months and years. But, it's all going to be okay. On ...
[REPLAY] The Differences between Marketing, Communication and PR
28 Jun 2022
Contributed by Lukas
Please enjoy this summer reply of last year's popular, The Differences between Marketing, Communications and PR! What drives Gini Dietrich absolutely...
Do You Really Want To Go Viral?
21 Jun 2022
Contributed by Lukas
Lots of companies are hoping for thier big PR break - but most companies don't have the story needed to make it happen - and don't really know what th...
Highlights from Muck Rack's 2022 State of PR Survey
14 Jun 2022
Contributed by Lukas
This year's Muck Rack state of PR survey is out and it's a doozy. Gini Dietrich is breaking it down and talking about some of the highlights on this w...
Women Change Everything
07 Jun 2022
Contributed by Lukas
Research shows that when women step into executive roles, profits increase. Gini Dietrich is exploring why this is on this week's episoe of the Spin S...
Focusing on the Positive
31 May 2022
Contributed by Lukas
Positive feedback is critical to the moral and motivation of your team. While it's important to give constructive criticisim when it's warranted, ther...
Preparing for the Inevitable
24 May 2022
Contributed by Lukas
As much as we'd like to avoid it, recessions are inevitable from time to time. The is an old adgage that advertising was a bellwether for the economy,...
A Conversation with Mini-Me. Happy 200th Episode!
17 May 2022
Contributed by Lukas
Happy 200th Episode! Fully recovered from moving house and Covid, Gini Dietrich is celebrating 200 episodes of the Spin Sucks Podcast with a hard hitt...
It Needs to Be a Perfect Pitch
03 May 2022
Contributed by Lukas
Earned media is becoming harder and harder tog et with journalists and other gatekeepers, but is increasibly important to executive teams. Your pitche...
Who is Responsible for Deception at the Top?
26 Apr 2022
Contributed by Lukas
Every now and then someone comes along and runs an absolutely epic scam. How people get away with it is baffling, and yet they do - and then sometimes...
It All Starts with Owned Media
19 Apr 2022
Contributed by Lukas
Every really good PESO model based plan starts with owned content as the foundation. On this week's episosde of the Spin Sucks Podcast, Gini Deitrich ...
Building Traction as Fast As Possible
12 Apr 2022
Contributed by Lukas
Starting any new project can be intimidating, but starting a huge new content project is even more so - getting traction is *hard* and it doesn't go q...
Make Your Social Decisions Strategically
05 Apr 2022
Contributed by Lukas
Shared media is one of the PESO model elemtents it's easy to be wrong about - often because we feel like we should be on a particular platform without...
Earned Media in the Age of the Paywall
29 Mar 2022
Contributed by Lukas
The changing media landscape means that it can be harder to get earned placements - but by thinking outside the box and considering different media pr...
Gleefully Share the Spotlight
22 Mar 2022
Contributed by Lukas
I always say that people buy from people, and if your clients are happy to buy from - and work with - the other people on your team, it is going to be...
Sometimes You've Got to Pay to Play
15 Mar 2022
Contributed by Lukas
When you get a juicy media placement - how to you leverage it? Paid media is a great way to get more out of the mentions and attention you are getting...
As the Situation Escalates
08 Mar 2022
Contributed by Lukas
While parts of the world are in crisis, it can be difficult for communicators and companies to know what they should be talking about and how. On this...
PR Pros Behaving Badly
01 Mar 2022
Contributed by Lukas
There's more than one reason to keep your nose clean as a communicator - but not everyone does. There are plenty of companys out there who seem to be ...
Navigating the Worst Times
22 Feb 2022
Contributed by Lukas
Sometimes, bad things happen, and how companies deal with employees going through bad things is a huge point of potential success or failure. Grief le...
When a Good Plan Comes Together
15 Feb 2022
Contributed by Lukas
Whether you're working for an agency, a non-profit or by yourself, you need a solid communciations plan to set expectations, define success and protec...