Gini Dietrich
Spin Sucks
Chicago, IL, United States
Contact Gini
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
| Recent: |
|
| Past: |
|
Past articles by Gini:
How to Attach the PESO Model to the Sales Funnel
It doesn't matter what the sales funnel is called, communications is always going to be responsible for attaching the PESO Model to it. Here's how. → Read More
The Executive's Guide to the PESO Model: Measurement
In this article, Gini Dietrich walks you through the four metrics every PESO Model program should track and measure against for the most success. → Read More
What’s the Difference Between Paid, Earned, Owned, and Shared Media?
Business used to worry about only two types of media—now there is paid, earned, owned, and shared media. Learn the differences. → Read More
12 Days of Christmas: 12 Popular Guest Blog Posts
On the 12th day of Christmas, Spin Sucks gave to you 12 popular guest blog posts, 11 phrases to ban, 10 PR metrics, 9 productivity tips, and more! → Read More
How to Handle Communications About the Coronavirus
Coronavirus is an unsettling disruption to business-as-usual. What do we tell our teams and our customers when we don't know what comes next? → Read More
Preparing for a recession: 4 tips for communicators
What goes up, must come down. It’s true of balloons and it’s true of the economy. As a business owner, a recession is a pretty scary thing—and something that can be challenging to predict. But knowing that it’s coming helps, and even if the downturn that some experts think is going to be coming in the next year or two … → Read More
How to Repurpose Your Media Interviews
Not every interview will see the light of day. We have no control over that and yet, if our media interviews don't air/publish/run, it's the PR pro's fault. → Read More
Why and how you should be using pop-ups
Yes, they’re annoying—but they work. Here are statistics about their efficacy, as well as tactics to get the most pop for your investment. How do you feel about pop-up ads? You think they’re annoying, I think they’re annoying, but out there in the real world, they’re incredibly effective. Case in point: My colleague, Laura Petrolino, recalls … → Read More
Why and how you should be using pop-ups
Yes, they’re obnoxious—but they work. Here are statistics about their efficacy, as well as tactics to get the most pop for your investment. How do you feel about pop-ups—those annoying little forms that pop up and obstruct your view on websites? You think they’re annoying, I think they’re annoying, but out there in the real … → Read More
Reimagining the RFP to benefit both agency and client
Besides being a pain in the keister, they can be a huge drain on your resources. The author of ‘Spin Sucks’ has devised a new approach, starting early on as a partner, rather than a bidder. Love them or hate them, requests for proposals, or RFPs as they’re known in our circles, are part of … → Read More
How to grow your agency without relying on the ‘retainer’
As more clients favor projects over yearly contracts, agencies must adapt to adroitly forecast their earnings and grow their operations. Consider these tips. There is one thing lots of PR agencies have in common in 2019: Clients are consistently hiring out projects, but retainers seem to be few and far between. It’s great, of course, … → Read More
Why ‘thought leadership’ is a buzzword PR pros should retire
The term is meaningless without the true leadership behind it. Here are some tactics PR pros should use to build their clients’ reputations. Buzzwords are like fashion trends—the favorite looks of this year’s autumn season are headed to the trash heap by the time spring rolls around. Many of us can’t even look at the … → Read More
The Three Parts of Crazy Successful Video Marketing
The key to video marketing success is to know who you’re talking to so your brand voice comes through and it’s valuable to their decision-making process. → Read More
How to stop overservicing (and underwhelming) clients
Making your agency turn a profit requires knowing what you are good at, and what jobs you should send to someone else. Here’s how to know when to say “no.” It doesn’t matter how clear your proposal was or how beautifully you designed your scope of work. You’re going to get clients who seem to … → Read More
It's the Spin Sucks Podcast Anniversary! Come Celebrate With Us!
It's the first Spin Sucks podcast anniversary and we asked our listeners what they've learned hanging out with us for the past year. → Read More
25 Ways to Create Shareable and Commented On Content
It's not easy to come up with blog content ideas day after day, but these 25 tips will help you create something people want to comment on and share. → Read More
The Future of PR: Why We Must Own the PESO Model
The PR industry is in trouble. 60% expect to be absorbed by marketing by 2022. If we own and measure the PESO model, though, we have a fighting chance. → Read More
8 professional development goals for creating a bright PR future
Here are some career objectives ambitious communicators should consider. You should never stop enhancing your skills—and professional development should → Read More
Four Ways to Fit Professional Development Into Your Life
If professional development, continuous learning and stretching your brain, is a priority, you'll make time for it. Gini Dietrich tells you how to do that. → Read More
3 foundational pillars for earned media success
Earned media is the backbone of your communications plan, because when done right, it’s a strategy that will allow your brand to develop the kind of recognition, trustworthiness, and authority that you need to succeed with your target demographic. It’s also easily one of the more underestimated letters in the PESO model. Earned media has three foundational pillars: Brand awareness, lead… → Read More