Episodi

  • Why the PESO Model® Falls Apart Without Integration

    Why the PESO Model® Falls Apart Without Integration
    Mar 3 2026
    Running the PESO Model®as separate tactics creates noise, not momentum. In this episode, Gini Dietrich shares what PESO Model integration really is: repeatable decisions, a stop list that prevents chaos, and a one-page integration map that keeps everything connected.
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    15 min
  • How Shared and Paid Make the PESO Model® Operating System Move

    How Shared and Paid Make the PESO Model® Operating System Move
    Feb 24 2026
    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 covers why these two areas feel like chaos, how to define “proven signals” before you spend, and how shared and paid work together to create consistent, compounding visibility in a world shaped by communities, creators, and AI-driven discovery.
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    20 min
  • The Visibility Engine: Owned and Earned Media

    The Visibility Engine: Owned and Earned Media
    Feb 17 2026
    In this episode, Gini Dietrich unpacks the visibility engine: Owned and Earned media working together. Owned is your home base—structured expertise built on defendable themes, repeatable authority anchors, and proof. Earned is credibility transfer—validation you can’t buy that makes your expertise easier to trust, repeat, and surface across the web (and in AI answers).
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    14 min
  • The PESO Model Certification® is Now Built for AI Discovery

    The PESO Model Certification® is Now Built for AI Discovery
    Feb 10 2026
    AI has changed discovery. Your audience is getting answers without clicking, and “post here, pitch there, boost this” doesn’t just feel scattered—it performs scattered. Gini Dietrich walks you through the 2026 PESO Model® Certification, rebuilt to help marketers and communicators run PESO as an operating system and engineer visibility, credibility, and trust across paid, earned, shared, and owned media—without needing a bigger team or a bigger budget.
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    19 min
  • Corporate Communications and the Cost of Silence

    Corporate Communications and the Cost of Silence
    Feb 3 2026
    A powerful image out of Minnesota keeps resurfacing: federal agents inside a Target store, terrorizing employees and customers. Just the mere image collapses everything into the questions people are asking in real time: Am I safe at work? Am I safe while shopping? When leaders respond with silence or vague calls for “de-escalation,” they create a vacuum filled by fear, rumor, and the message they cannot control: “declined to comment.” In this episode, Gini Dietrich unpacks why companies default to silence, why that rationale fails, and what communicators should push for instead: decisions, documented protocols, manager scripts, and clear internal and external messaging anchored in duty of care and business continuity. Trust is the job — and clarity is how you earn it.
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    20 min
  • AI Comments Don’t Build Relationships

    AI Comments Don’t Build Relationships
    Jan 27 2026
    We’ve been told the growth strategy is simple: comment a lot, get noticed, build relationships, and win customers. But when busy professionals outsource those comments to AI, engagement turns into performance—and buyers can tell. In this episode, Gini Dietrich shares the “trust math” behind why AI comments backfire, how they create reputation debt, and what to do instead.
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    13 min
  • A PESO Model® Primer for Marketers and Communicators

    A PESO Model® Primer for Marketers and Communicators
    Jan 20 2026
    The PESO Model® isn’t outdated—but many implementations are. In this episode, Gini Dietrich explains how the PESO Model has evolved from a framework into a marketing operating system designed for today’s reality: fewer journalists, more creators, AI-driven discovery, fragmented trust, and rising expectations for measurement.
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    23 min
  • Publicity Is Dead. PR Is Not.

    Publicity Is Dead. PR Is Not.
    Jan 13 2026
    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 sounds believable to leadership. In this episode, Gini Dietrich separates publicity from PR, unpacks why executives often treat PR as a replaceable distribution channel, and explains what modern PR actually does in 2026: it builds credibility that compounds, educates LLMs, engages humans, and drives revenue by reducing friction in the buyer's journey. Plus, she shares exactly what to do about it—how to frame PR in executive language and what to measure instead of impressions and “hits.”
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    18 min