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 it through the certification, you know that authority is the result of your work. There is some work you'll need to do as well as the organic results you'll get, and that's what Gini is talking about on this week's episode of the Spin Sucks Pod...
Jul 21, 2020•17 min•Ep. 111
Paid media often brings to mind mascots, jingles and Super Bowl commercials - and while they are all important, they're not part of a PESO model strategy driven by communications and marketing! Today, Gini is talking about using paid media in search and social to help turn traffic into clients and customers.
Jul 14, 2020•16 min•Ep. 110
It seems like every day brings with it a new social media channel or trending meme. What TikTok dance craze have you learned during the pandemic? What are we going to do about our influencer programs? Will a broom really stand up by itself on a particular day because of a hashtag trend? And what the heck is this Vero thing all about? It’s tough to keep up. Every day there is something new and fun and cool that other people are doing on social media, leaving you with a sense of FOMO—fear of missi...
Jul 07, 2020•13 min•Ep. 109
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 anything technical. Rather, the process focuses on doing what you do best while implementing some search engine optimization at the same time.
Jun 30, 2020•14 min•Ep. 109
If there were ever a time to learn how to build a strategic PESO Model program, it is now. Between the pandemic and furloughed jobs, and civil unrest and social injustice, the ability to evolve quickly is more and more relevant, and that's what Gini talks about in this week's episode of the Spin Sucks Podcast.
Jun 23, 2020•16 min•Ep. 106
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 the decision you don’t have to use everything new that comes along. In this week's episode of the Spin Sucks Podcast, Gini talks about how the PESO Model can help in all of these instances. Links Mentioned In This Episode Spin Sucks (the book) Tra...
Jun 16, 2020•11 min•Ep. 106
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 do. LINKS MENTIONED IN THIS EPISODE Gina Luttrell and Natalia Flores Diversity, Equality, and Inclusion Spin Sucks Community Employee Activism
Jun 09, 2020•13 min•Ep. 105
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 our heads on straight—and a new found passion for our careers. The idea that we can innovate by observing and copying nature is a concept popularized by Janine Benyus, an American natural sciences writer, innovation consultant, and author. It a...
Jun 02, 2020•11 min•Ep. 104
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 wasn’t a good employee when she was employed so today she is certain she'd make whomever hired her absolutely miserable. But that isn’t to say creating an agency has been easy. It’s not. It’s one of the hardest things she's ever done—and just when ...
May 26, 2020•10 min•Ep. 103
Creating strong, engaged online communities is more important now than it has ever been - in this replay of an episode from early 2019, Gini talks about building online communities, the secret sauce of engagement, and the short and long term benefits of having one.
May 19, 2020•11 min•Ep. 102
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 together, it will be inevitable that you’ll build authority for your organization and its executives. But you also have to create some of it on your own. There isn’t a single piece of content out there about marketing that doesn’t extol the virtue...
May 12, 2020•15 min•Ep. 101
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 effective. And that’s because of you, dear listener. You show up week after week after week. You listen while you walk the dog or clean the house or soak in the tub or lock yourself in the bathroom to escape the insanity that is a global pandemic. Or m...
May 05, 2020•11 min•Ep. 101
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 in particular, are so cheap and still crazy effective, I thought we’d pick back up there. While we may never see the level of a consistent, reliable, and scalable source of traffic and new leads that we got to enjoy even just a few short months...
Apr 28, 2020•17 min•Ep. 99
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 couple of days ago, a graphic was floating around that listed all of the companies that didn’t exist before the Great Recession, including Venmo, Uber, Snapchat, Twitter, and more. Yes...and. The hustle mentality isn’t right for right now—and shami...
Apr 21, 2020•13 min•Ep. 98
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 includes USA Today, The Arizona Republic, The Milwaukee Journal Sentinel, and many other city newspapers. At the same time, journalists are on Twitter talking about how exasperated they are because of the massive number of emails they’re receivi...
Apr 14, 2020•13 min•Ep. 97
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 can do for your communications career. There are, of course, different nuances of how to implement the PESO Model in large, small, and one-person teams. Which is what Gini Dietrich talks about today. How to implement the PESO Model, no matter t...
Apr 07, 2020•14 min•Ep. 96
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 find it offensive and light you up. There are some guiding principles by which to live as you decide what and how to market. And that's what we talk about in this week’s Spin Sucks podcast episode. It feels weird to market right now—and some of yo...
Mar 31, 2020•12 min•Ep. 95
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 country’s highest unemployment rate in 80 years. Now, as they’ve finally gotten jobs and begun to create some stability, they should be buying homes and stimulating the economy that way. Instead, we’re at the start of one of the worst economic crises...
Mar 24, 2020•15 min•Ep. 94
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 on me. But the eerie feeling of everything stopping is very much the same. If you aren’t used to working at home, let alone with kids around, we’re going to spend today talking about how to do it, how to make your life easier, and what to do whe...
Mar 17, 2020•14 min•Ep. 94
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 certification that is now available: The tactics listed under each media type were updated to focus more on strategy. Lead generation, search engine optimization, distribution and promotion, and marketing communications were added. Paid Media has be...
Mar 10, 2020•14 min•Ep. 92
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 Disney to read his thesis. In this week’s show Gini Dietrich will talk about the challenges the superfan might encounter using some of the strategies suggested to him. Gini also issues a challenge to listeners at the end of the show. Here are a few ...
Mar 03, 2020•11 min•Ep. 91
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 different ways they can use it, and what happens when they don’t. Business leaders with a good grasp of the PESO model are able to better prioritize their resources to achieve their goals, as it provides a framework to develop a balanced mix of med...
Feb 25, 2020•15 min•Ep. 91
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 learning to understand and respond to human language as humans use it. It also means Google now understands context, including word order, better than ever before. This update has many implications for communicators. For one, local content will be ...
Feb 18, 2020•13 min•Ep. 89
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 the PESO model, and how to overcome those obstacles. Experience and wisdom: People with expertise and experience often know what works and stick with that. Often, however, they’re not open to learning new skills, strategies, or tools. Start small...
Feb 11, 2020•16 min•Ep. 88
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 out that the length of your podcast depends on your audience’s preference, the type of content you’re creating and the amount of time you have to invest in planning, recording and post-production. Podcasts are almost all pull: listeners listen w...
Feb 04, 2020•15 min•Ep. 87
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 the 2016 election, the “fake news” stories received 8.7 million engagements, whereas the mainstream news only received 7.3.More people engaged with fake news than real content. What’s a communicator to do? Between the impeachment trial and the for...
Jan 28, 2020•12 min•Ep. 86
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 are proven to be effective for business, such as content personalization, market research, risk assessment, and customer communication. Forbes Insights and Quantcast research found that marketers who used AI increased sales by 52% and improved cus...
Jan 21, 2020•13 min•Ep. 85
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 profile. What might be a red flag in one situation is not in another. The most common red flags in the communications industry are that executives: Often want more than they will pay for. Have unrealistic expectations. Don’t want to put in the wor...
Jan 14, 2020•14 min•Ep. 84
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 in between. It’s much more effective to set SMART (Specific, Measurable, Attainable, Relevant, and Time-based) goals. Follow these techniques every day to help you achieve your goals: Focus on three key tasks a day: list your top priorities for t...
Jan 07, 2020•13 min•Ep. 83
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 those unaired interviews into your own content. This episode of Spin Sucks features an interview Gini Dietrich did with Megan Dougherty of One Stone Creative. They discuss content creation, the PESO model and the pros and cons of writing a book. ...
Dec 28, 2019•26 min•Ep. 82
