About
Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks…
Articles by Gini
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Mastering the Integration Magic of the PESO Model©
Mastering the Integration Magic of the PESO Model©
When I created the PESO Model©, I envisioned a framework that would revolutionize how we approach marketing and…
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How AI Search Is Changing the PR Game
How AI Search Is Changing the PR Game
Search isn’t something we tend to think about as communications professionals. It’s one of those things we know is…
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How AI Will Change the PESO Model
How AI Will Change the PESO Model
Before the holidays, I was on a call with a client who was lamenting that artificial intelligence has completely…
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Contributions
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Here's how you can navigate communication barriers in virtual collaboration.
Two things that have worked really well for us in building rapport are a weekly ice breaker question during team meetings that is fun (such as, if your life had a theme song, what would it be?) and having monthly competitions (the Top Chef one we do quarterly is always the best). They're not work-related but they provide a fun way to get to know one another personally.
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How can you re-engage employees who have lost motivation?
My cycling coach always says that discipline trumps motivation so I like to focus on the former with employees versus trying to help them become motivated. We all lose motivation from time-to-time, even as business leaders. Instead, I like to help them find the discipline they need to get through their unmotivated days/weeks/months. This typically comes with an emphasis on professional development and providing them the space and time to reflect on what they've learned. Every year, I ask my team to think about what they'd like to learn in the coming year and find ways to support that. Then they commit to the discipline of learning. Once they've learned something new, they hold a virtual lunch to teach their colleagues. Discipline.
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Spin Sucks
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We like to have fun here at Spin Sucks, but we also temper that relaxed atmosphere by consistently delivering top information: The latest trends, hottest topics, and often some controversial analysis on events from the worlds of PR, Digital Marketing and Communications.
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Scott Robertson, APR
One of THE most important jobs of PR in any organization is evaluating ALL opportunities for downside risk vs potential upside. Sometimes (and by that I mean often) PR guides the org to do things that will protect the brand and not put it in jeopardy. If you find an org stepping in it that is because PR didn't do its main job. This is a "first, do no harm" type of situation. Good to be creative. Bad to be creative—and stupid. So let's say you're working for the Paris Olympics Opening Ceremonies and someone comes in and says "I really think we should do a parody of The Last Supper using transvestites...." If it's me on point, PR kills that idea almost instantly (probably before the sentence ends)—and if PR isn't gonna do it, you can almost ALWAYS count on Legal to step in. Evaluating Downside Risk—It's a real thing. PR needs to step up in these companies that are being very careless and reckless with their brands. #publicrelations, #pr, #strategy, #risk
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Philip Tate, APR, Fellow PRSA
Marketing Dive's Chris Kelly with excellent insights from J.M. Smucker’s CMO on what she’s learned about refreshing ‘dusty’ brands. Back in 2018, The J.M. Smucker Company reimagined its entire marketing model, realigning internal teams around its major business units and consolidating the work of a dozen agencies under one. The “Power of One” model looked to streamline creative, data and media functions, bringing its $580 million account to a bespoke Publicis Groupe unit called PSOne. In the years since, Smucker — like other major advertisers — has had to navigate the pandemic, a host of operational challenges and evolving consumer behaviors, and — like other consumer packaged goods (CPG) marketers — has had to modernize legacy brands for a new generation of shoppers. When Smucker started on its new marketing journey, less than of a quarter of its brands were growing or maintaining share, a percentage that now stands near 86%, by volume — surpassing a two-third benchmark, according to Smucker CMO Gail Hollander. The company saw net sales rise 6% during Q3 of its 2024 fiscal year, led by volume and sales mix growth by brands including Meow Mix and Cafe Bustelo. The executive has seen the turnaround from both the brand and agency side. Before joining the company as chief marketer in 2023, she ran the Smucker business for Publicis as client lead, giving her a unique perspective about how to boost CPG brands. “We came in six years ago when there were 11 different iconic brands, but they were dusty,” Hollander said. “Fueling brands with modern energy is what helps you maintain relevance over time, and that is what the JMS marketing model is really about… we fuel these iconic brands with modern energy by thinking about the brand’s DNA and by uncovering a big brand platform idea, and those ideas tap into culture in unique and ongoing ways.” via @marketingdive
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Todd Barrish
Demo'ing your technology can be an important part of your PR campaign. However, based on the current media landscape, they are very hard to secure if you are not Microsoft (for example). If you do land one with a journalist, the stakes are high to get it right. Based on my experience being involved with demos that have gone awry, here are two things you need to know before going into it.
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Adam Cormier
Change your mindset regarding press releases. Actually, let's get rid of the term altogether! Their purpose and usefulness has changed - a lot. The document, formerly known as a press release, is *simply* a public disclosure. The more you expect from them from as a news driver or "press" perspective, then the more you will be disappointed. We don't like to be disappointed, so stop setting yourself up. Can you turn them into a pitch like many PR Influencers on here will have you believe? No and here's why: It's a disclosure - It's facts, it's statements, it's a public record of a thing or a business moment. Don't make it any more than that. It is NOT - a thought leadership piece, a story, a narrative, a media coverage driver (earnings releases aside), an "opportunity to tell our story." Why? Because your PR team should be building all of these things - off of the disclosure. Think of a Tootsie Pop - all of the sweet outside goodness is the sugar that your PR team builds around the oddly-flavored disclosure in the middle. Keep it short and to the point (especially to minimize your group editing torture). Can we get rid of them? NOOOOOOOOOO! Consistent disclosure of business wins and product updates puts your company's momentum on the record! That's a good thing. The absence of these disclosures creates negative space. Pretend to be a potential investor, employee, or partner looking at a company does not show any of its wins. Negative space = bad for PR! Consistent momentum = Good for everyone! RIP press release. Hello public disclosure #Pressrelease, #Media, #Tootsiepop, #Influencers
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Annie Scranton
Thank you Marc Kramer for having me on The Best Business Minds podcast to talk about my book, The Guide to Earned Media (available on Amazon or via Kogan Page Publishing). I’ve said it before and I’ll say it again: earned media remains a critical part of any PR campaign. Nothing helps to build credibility and trust in quite the same way. I hope you enjoy this podcast, if you choose to check it out! #podcast #business #pr #earnedmedia #mediarelations #publicrelations
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Stuart Roy
What Everyone Gets Wrong About Kamala Harris Answering Questions Values-based messaging centers on presenting the broader benefit before diving into details. It's about capturing hearts before engaging minds. Take tax relief as an example: you start with, "You shouldn’t work harder for the government than you do for yourself." That resonates with a fundamental belief. Only then do you follow with the policy: "That’s why families need tax relief and I propose a $500 per child tax credit for every family." More people will rally behind the principle of balance than the intricacies of a tax policy. Kamala Harris, it seems, is trying to follow this playbook—emphasizing values before proposals. But she and her team often linger on the value, never quite transitioning to the core issue. As a result, her message can come across as vague or disingenuous. It’s not just about what you stand for—it's about getting the listener to the "why" and the "how" without losing them along the way. That’s the balance Harris and her team are struggling to strike.
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Joseph Lavoie
This week, I'm thrilled to share a monumental guide that dives deep into the art of creating compelling brand messaging for advocacy campaigns. As public affairs practitioners, crafting a persuasive message is crucial, but it's a task we don't undertake daily. To streamline this complex process, I've turned to ChatGPT to help break down the task into manageable steps. 𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗲𝘅𝗽𝗲𝗰𝘁 𝗶𝗻 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄’𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿? I detail a 27-prompt strategy that uses ChatGPT to: - 𝗗𝗲𝗳𝗶𝗻𝗲 𝗰𝗹𝗲𝗮𝗿 𝗮𝗱𝘃𝗼𝗰𝗮𝗰𝘆 𝗴𝗼𝗮𝗹𝘀: Set precise objectives to drive your campaign. - 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗮𝗻𝗱 𝗺𝗮𝗶𝗻𝘁𝗮𝗶𝗻 𝗮 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 𝗯𝗿𝗮𝗻𝗱 𝘃𝗼𝗶𝗰𝗲: Ensure your messaging resonates with your values and desired public perception. - 𝗕𝗿𝗮𝗶𝗻𝘀𝘁𝗼𝗿𝗺 𝗮𝗻𝗱 𝗿𝗲𝗳𝗶𝗻𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Generate innovative ideas and refine them into impactful messages. - 𝗘𝗻𝘀𝘂𝗿𝗲 𝗰𝗼𝗵𝗲𝘀𝗶𝘃𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗮𝗰𝗿𝗼𝘀𝘀 𝗮𝗹𝗹 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀: Align your messaging across different media for consistent advocacy. 𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗬𝗼𝘂 𝗧𝘂𝗻𝗲 𝗜𝗻? If you've ever found yourself recycling old messages or struggling to infuse creativity into your campaigns, this newsletter will transform your approach: - 𝗘𝗻𝗵𝗮𝗻𝗰𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆: Use AI to explore new angles and fresh perspectives. - 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: Save time with AI-driven prompts that guide the creation and refinement of your brand messaging. - 𝗕𝗼𝗼𝘀𝘁 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Ensure your messages are not only creative but also strategically aligned with your campaign goals. 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗳𝗼𝗿 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗿𝘀: Paid subscribers will gain exclusive access to the full archive of my interactive session with ChatGPT, providing a behind-the-scenes look at how each step was implemented for a hypothetical campaign against the carbon tax. ☝️You can subscribe by clicking 𝗩𝗶𝗲𝘄 𝗺𝘆 𝗯𝗹𝗼𝗴 link in my bio☝️
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Jennifer George
Local news is borrowing from corporate playbooks to survive. For all of us who care about informed communities, local news is THE backbone of civic engagement and decision making. But as regional and community newsrooms face crisis after crisis, they’re taking a page from corporate change playbooks to rethink their role and find a way forward. Andrew Morse, the Atlanta Journal-Constitution president and publisher (and former CNN exec), is leading this shift with a big vision and a $150 million plan to transform local journalism (highly recommend giving this NPR piece a read for more - great reporting Dave Folkenflik). What really stood out to me is how the AJC is pulling from the same playbook that big companies use when they’re facing tough times. It’s a clear sign that no one - no matter how established - is safe from the storm of uncertainty. And a good reminder that smart, honest communication and a strong game plan are essential for anyone trying to lead their mission/org through the unknown. Recognize any of these plays? 1. Front-Line Leadership: Morse is leading daily news sessions with Editor-in-Chief Leroy Chapman Jr. He's written front-page editorials sharing his vision with readers. Employees say he regularly attends company softball games. He has met ALL 400 employees in small groups and dinners. Talk about a personal touch. Chapman puts it simply: “Change and the commitment to change really comes from hands-on [involvement], day to day, moment to moment.” We're seeing this called out in many other transformations from Airbnb to Boeing: you can’t lead meaningful change from a distance. Being present builds trust and confidence. 2. Being Honest About the Problems: Morse is crystal clear about the tough realities: “The ad marketplace has been hollowed out by Google and Facebook. We know that news deserts have emerged throughout much of the country." Leaders who call out the problems head-on lay the groundwork for genuine, real solutions. Sugar-coating the story just delays the inevitable and solves nothing. 3. Building an Irresistible Vision for the Future: Morse is clear-eyed about the dot on the horizon he wanted people to march toward: "I did not come here to manage decline. Instead of reading story after story about the futility of this, why don't we grasp onto notions of, 'How do we build for the future?' We've set a vision to be able to transform the AJC from this storied 155-year-old organization into a modern media company.'" Talk about using the past and the future to drive the present. People rally around a vision that’s exciting and authentic. Show them the future you’re building, and more often than not, they’ll want to be part of it. Examples like this one remind us that no one is immune to change. But it's HOW we approach change that truly makes the difference. https://lnkd.in/g3h99swx #media #localnews #changemanagement #pr
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Rob Johnson
We try to keep politics out of business... except when it comes to strategy! In our latest episode, we uncover how political tactics can revolutionize your business approach. Learn how to: - Leverage personal connections - Amplify your message - Drive action company-wide Imagine the impact on your next big initiative! Listen and let us know what you think! https://lnkd.in/gTKK6wjE hashtag #BusinessStrategy hashtag #CommunicationTips hashtag #LeadershipLessons
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Regina Bethencourt
We're just 3 full work weeks away from the end of year and that clean slate new year feeling is just around the corner. We are helping our clients start on a strong foot by using December to: - reinvigorating visual presence on web and social platforms - examining communications practices to explore whether a pivot is necessary to drive the impact we want to see in the marketplace - dusting off goals, mission statements, and values to see where things have gotten sidetracked - leveraging AI and other new technologies to help those busy tasks get done faster, better, and in a more affordable way - auditing paid plugins and platforms to trim, enhance performance, and save Am I missing something? How is your team getting ready for 2025? Comment below!
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Susan Lindner
🎙️ Storytelling in Partnerships: Crafting the Right Message for Every Stakeholder 🎙️ In this insightful episode of Innovation Storytellers, Yaron Flint, author and thought leader, shares a powerful truth about building meaningful partnerships: it’s all about tailoring the story to fit the audience. Yaron discusses how each stakeholder, from board members to frontline managers, needs a message that resonates directly with their challenges, their hesitations, and their goals. As Yaron explains, a one-size-fits-all approach simply doesn’t cut it. By crafting a unique narrative that addresses the specific pain points of each person in the room—whether it’s showcasing a proven solution to overcome the “not-invented-here” mentality or working together to solve longstanding obstacles—the story becomes a bridge that aligns everyone on a shared path forward. In this episode, we talk about how empathy maps and design thinking can shape these narratives, putting us in the listener’s shoes and creating multi-layered stories that engage, inform, and inspire action. 🎧 Listen to discover why storytelling is one of the most effective tools in turning skeptics into champions and ideas into lasting partnerships. 👉 How do you adapt your messaging for different audiences in your organization? Listen now, and let’s start the conversation! 🎧 Tune in to the full episode below. Website: https://lnkd.in/d7AFfm9W Apple Podcasts: https://zurl.co/IL53 Spotify: https://zurl.co/w7aa #Podcast #Innovation
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Kevin D Williams
Three Reasons Authors Should Consider a Press Release 1. Enhance Visibility and Reach: A press release can significantly enhance an author's visibility, putting their work in front of a broader audience. It creates an opportunity to reach significant media outlets, blogs, and readers who might not be reachable through standard marketing channels. 2. Credibility and Authority: A professionally crafted press release positions the author as a credible and authoritative figure in their niche. It builds trust with readers and potential publishers, who may take the publication more seriously when backed by a press release. 3. Boost Book Sales and Engagement: By drawing more attention to the author’s work, a press release can directly impact book sales. It not only stimulates initial interest but also encourages continuous engagement with the author’s subsequent work. Why Use Team Vision LLC? 1. Tailored Strategy: At Team Vision LLC, we offer a tailored PR strategy that aligns with your personal brand and book genre, ensuring maximum impact—our experienced team crafts compelling press releases that capture your unique narrative. 2. Broad Industry Network: Leverage our extensive network in the publishing and media industry. Our connections mean your press release will land in the right hands, reaching editors and influencers who can amplify your story. 3. Comprehensive Support: From drafting to distribution, Team Vision LLC handles the entire process so you can focus on what you do best—writing. We offer seamless integration with digital platforms to ensure your press release makes waves across various media channels.
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Jered M.
Keep columnists on your PR radar! 🗞️🔍 Columnists focus on offering unique perspectives that spark conversations and influence opinions. They are always on top of current events and trending stories. How can you get your insights or experts involved in columns? We’ve rounded up 5 tips on how to best understand and pitch columnists! Just remember, they work fast! Don’t be left behind. Build strong relationships with columnists, research their expertise, and be ready to share a well-crafted pitch that aligns with their interests. https://bit.ly/4dMyUGg
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Cara A. Sloman
Journalists are spilling the tea about what they like and don't like. Frank Strong of The Sword and the Script shared the results of a recent Cision survey. He pulled the stats that PR pros need to know about to improve their odds of success. 42% of reporters say credibility is the top challenge facing journalism. Tip: Avoid adjectives and hyperbole when you pitch. 67% of journalists use social media to source information. Tip: Keep your social feeds active and relevant. 55% of journalists want exclusives. Tip: Consider using them judiciously. #PR #publicrelationsagency #journalism
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Lauren Genest
Being disruptive in a traditional industry isn’t just encouraged - it’s celebrated. Getting recognized and gaining traction in the oversaturated media requires a willingness to challenge the norm and embrace fresh perspectives to move the needle. Leaders who dare to push boundaries in the media, not only garner awareness but also prompt industry-wide progress. Cheers to those who are making waves and shaping the future of their industry. Raise your hand if you’re shaking up your industry. 🙋♀️ #pr #aec #brandgroupies
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Gwen Gulick
Back to school time is a great season to refresh your LinkedIn profile! Anyone client-facing or working to build their reputation as a thought leader should revisit their profile page at least a couple of times a year to make sure it's still on target. It's also a good idea to ask a friend who isn't so close to your work to take a look. You may not be saying what you think you are! This post outlines a few tips on where to start.
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Anne Bahr Thompson
"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood
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