The Spin Sucks Podcast with Gini Dietrich

Gini Dietrich, Founder of Spin Sucks

We're your one-stop shop for modern communications. The lines between PR, marketing, search, advertising, social, and content continue to blur, making it difficult to decide what belongs where. Rather than decide, let’s come together and work as one to grow organizations. We can change the PR industry...together.

Welcome to the Spin Sucks Podcast with Gini Dietrich
Trailer 2 min 58 sec

All Episodes

Enjoy this popular episode from earlier in the year! In the communications industry, we don't have a uniform way to measure what we do, which causes confusion about everything from what we should be measuring in the first place, to what kind of goals and objectives make the most sense to try and measure, and how to communicate it all to teams, leadership and boards. Gini talks about this industry-wide issue and shares some solutions on this week's episode of the Spin Sucks Podcast.

Nov 30

8 min 42 sec

What do you think it means to share something "off the record?" On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about giving information on background, what you can expect when something is off the record, and how to navigate "on background" conversations with journalists.

Nov 23

9 min 3 sec

The Muckrack State of PR Measurement Report has recently been released and the results are shocking. 94% of respondants say they measure success and results by the number of stories placed - but that is nowhere close to how you get the full story. Gini Dietrich talks about what you should be looking at instead on this week's episode of the Spin Sucks Podcast.

Nov 16

9 min 36 sec

Gini Dietrich loves content. All kinds of content. But especially blogs. The door is open for absolutely everybody to tell stories in ways that area meaningful for them, and if you invest the time, over time, there are likely to be people paying attention. Today, Gini is talking about the insights found in Andy Crestodina's and the team at Orbit Media's annual Blogger Survey.

Nov 9

11 min 28 sec

A lot of people (although not all!) love working remotely. That means that re-opening workplaces is a minefield in more ways than one - and that means it's an interesting time to be a communicator. From vaccine status, to racism and misogyny, to the ongoing struggle between school hours and work hours, Gini Dietrich is talking about returning to offices (or not!) and how professional communicators are talking about it.

Nov 2

11 min 45 sec

There has never been a better time in history for communicators. On this week's episode of the Spin Sucks Podcast, Gini Dietrich discusses the research findings of the 2021 Future of Corporate Communications Study and how the communicator's role is forever changed. She breaks down her four favorite insights she found in the report, shares what that means for you, and how you can make 2022 and beyond successful.

Oct 26

13 min 25 sec

It's been 12 years since the first Trends and Insights report from The Content Marketing Institute and Marketing Profs. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the report, and particularly, what changes Covid has wrought. Tune in to find out what the report means for your communications work.

Oct 19

8 min 24 sec

Where were you during the Great Facebook Outage of 2021? Was it a tech problem that could happen to any company, or something a little more suspicious? That's what Gini is talking about on this week's episode of the Spin Sucks Podcast.

Oct 12

9 min 11 sec

Trust in the media is declining - and often for pretty good reason. On today's epispde of the Spin Sucks Podcast, Gini Dietrich is talking about why, what role PR professionals and journalists have it it, and what you should be doing to keep your credibility high. Join the Spin Sucks Community SpinSucks.com/spin-sucks-community.

Oct 5

8 min 56 sec

PR has expectations and a perception issue - together these can make for a challenging reputation and a major hurdle to overcome when they're pitching their services - especially when there is someone sneaking around with alternative goals. Gini Dietrich talks about why this is and what you can to about on this week's episode of the Spin Sucks Podcast.

Sep 28

10 min 41 sec

Mental Health has always been important, but it hasn't always been something we talked about. The pandemic has changed all that and employees around the world are reconsidering their work lives. Companies who want the best talent need to be hyper aware of how their employees are doing. That's what Gini Dietrich is talking about on this weeks episode of the Spin Sucks Podcast.

Sep 21

8 min 49 sec

In this week's episde of the Spin Sucks Podcast, Gini Dietrich is talking about how far Spin Sucks has come over the years. She looks back to the beginnings of the blog (and shares the very first blog post that appeared on it!) and talks about how things have, and continue to change for the better.

Sep 14

10 min 29 sec

Usually, when someone shares copywritten content, it's often an innocent, or perhaps ignorant, mistake. Most people are gracious when you point it out, and correct the issue - but then there are those that don't- and they tend to blame it on the intern. A lot of things get blamed on interns - is that fair? Find out on this week's episode of the Spin Sucks Podcast with Gini Dietrich.

Sep 7

8 min 39 sec

While the PR industry isn't as diverse as it should be, many agencies have made tangible commitments to do better. These commitments don't mention pay equity - which is still a problem. Learn about it on this week's episode of the Spin Sucks Podcast with Gini Dietrich.

Aug 31

9 min 52 sec

Annual CMO Spend Survey from Gartner is out and it's not pretty. Marketing budgets have fallen to their lowest point in the history of they survey. So what are companies spending their marketing money on, and how can you make the most of it? Find out on this week's episode of the Spin Sucks Podcast with Gini Dietrich.

Aug 24

10 min 42 sec

If you're in PR you probably send pitches, and if you're a journalist, you probably get them! A recent survey from Propel says that "journalists are remarkably quick to open media pitches if interested..." Gini notes that it's more likely to be an email scanning service within the first 10 minutes after sending than a human being who can make a decision. Gini breaks down the reults of this survey and talks about how to tweak your strategy accordingly. https://www.propelmypr.com/blog/propel-media-barometer-q2-2021

Aug 17

9 min 28 sec

Business leaders need to change their thinking around the value of communications. There are a lot of erroneous perceptions (some of them pretty mean!) about PR, and we need to combat them! Gini Dietrich is talking about how on this episode of the Spin Sucks podcast.

Aug 10

9 min 31 sec

When organizations have public mishaps, it's often blamed on faulty PR - and the thinking goes that if you fix the communications problem, and a future free of damning press scrutiny awaits. This is sometimes true - but not usually. PR woes are usually a result structural issues within a company, and on this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about why it happens, and how to make sure it doesn't happen to you.

Aug 3

10 min 57 sec

If 2020 taught us anything, it was that everyone has been re-examining the brands we buy from, for, invest in, work for and otherwise support. Issues of morale, engagement and culture are more important than other, and that means a new emphasis on internal communications. But mistakes are still being made - especially in communicating how we're going back to work. Find out how to make sure you're saying what you need to on this week's episode of the Spin Sucks Podcast.

Jul 27

9 min 19 sec

How much can AI really do for us? There are tool and services available now that are offering some pretty impressive AI generated materials - but they're not quite ready to replace us yet. Join us on this week's episode of Spin Sucks to talk about what artifical intelligence can do for your communications program.

Jul 20

9 min 15 sec

The JOTW Strategic Comms Strategy Survey has recently been released, which analyzes what is going on in the communications industry, and as you might suspect, there are some challenges that communicators are facing. From DE&I to internal communications, from leaders that don't get it to the lingering effects of the pandemic, from measuring efforts to cutting through the noise, Gini Dietrich talks about how to manage these challenges. Resources Included 2021 JOTW Strategic Comms Survey MuckRack Survey Ragan Survey PESO Model Certification Ned Lundquist  Frank Strong Spin Sucks Community

Jul 13

13 min 9 sec

As much as we might like to trust who we meet, watch and read - there are people and companies out there using fake personas to handle their outward facing communications. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about the ethics of fake personas, and what to do if you encounter one.

Jul 6

10 min 32 sec

On this week's episode of the Spin Sucks Podcast Gini Dietrich is breaking down the results from a recent survey conducted by MuckRack about the challenges that the PR industry is facing. From budget limitations to inability to measure quantifiable results, find out what other communicators are working on, and what you can do to improve your own results.

Jun 29

8 min 31 sec

If you're starting a corporate blog, you need it to start producing results as quickly as possible, but that's no easy feat. Blogs can be one of the most challenging projects communicators take on. Gini Dietrich knows all about it and is sharing seven ways to start seeing success out of the gate.

Jun 22

9 min 31 sec

Our role has become more essential as we have helped keep organizations focused and moving forward in the past 15 months. The Ragan Communications Benchmark Report breaks down the changes in communications and what a communicator’s role will be in the next three to five years. Gini Dietrich reviews the findings of the report, including communications budgets, technology and mobile communication trends, crisis planning, and much more.

Jun 15

10 min 37 sec

As a communicator, you need to be able to stand up to yourself—on everything from boundaries and your personal time to protecting your ideas and intellectual property. IP theft is a major concern for us right-brained creatives and you need to find the balance between being friendly and making sure you're compensated for your work. Gini Dietrich talks about how you can walk that line in this week's episode of the Spin Sucks Podcast.

Jun 8

10 min 56 sec

If the pandemic has taught us anything about business, it's that communications expertise is not just necessary, it's imperative. From political and economic upheaval to a global movement for social justice to a mass exodus of women from the workplace—it's the first time in history we've seen so many crises at one time, and the companies weathering them are the ones with communications experts at the decision-making table. Gini Dietrich explains why in this week's episode of the Spin Sucks Podcast episode.

Jun 1

10 min 28 sec

Sometimes you have to make tough decisions about opportunities that come your way. You might have heard the advice "if it's not a heck yes, it's a no." If you're waffling on a decision, or you feel like there are important reasons to say yes to something you're not wildly enthusiastic about, there are really good reasons to maintain your boundaries and priorities and say no. Gini Dietrich is talking about how to do that on this week's episode of the Spin Sucks Podcast.

May 25

9 min

You can tell things are starting to get back to normal when your small child brings a run-of-the-mill cold home from school. So today, please enjoy this popular episode from 2019 about doing your own professional development, so you can stay up to date with what's happening in your industry. Gini Dietrich will be back next week with a new episode!

May 18

16 min 33 sec

Things are getting better in the world, but the covid-fog doesn't seem to be lifting; people are still bone tired. Gini Dietrich is one of them, and on today's episode of the Spin Sucks Podcast, she's talking about strategies for dealing with it.

May 11

8 min 32 sec

On this week's episode of the Spin Sucks Podcast, Gini Dietrich continues last week's discussion about business models—and gets deep into how a service business can find the types of clients who follow the Goldilocks Principle: they are just right.

May 4

8 min 41 sec

It's hard to scale a business offering just on thing at one price point, so in this week's episode of the Spin Sucks Podcast, Gini Dietrich is sharing 8 different pricing models that you can use to diversify your offerings and serve a broader range of people.

Apr 27

13 min 12 sec

One Pitch released a survey of journalists because they thought that other reports didn't sufficiently address what journalists really want and the tactics for pitching them effectively. On this week's episode of the Spin Sucks Podcast, Gini Dietrich discusses what that new survey reveals. 

Apr 20

8 min 33 sec

It is important for communicators to understand how our cognitive biases and assumptions affect the messages we're sending to our different audiences. On this week's episode of the Spin Sucks Podcast, Gini Dietrich is talking about empathy and compassion in our communications.

Apr 13

9 min 13 sec

The last week has been Spring Break in Chicago, so instead of a new episode, Gini Dietrich is sharing the most popular show of 2019, all about the different ways you can make money on the side of your traditional salary as an employee or income as a business owner.

Apr 6

15 min 4 sec

There have been a lot of wild PR-Related stories in the news lately - a cinnamon-coated shrimp tail, Dr. Oz on Jeopardy, and a hospital giving vaccines to friends rather than the people who were entitled to them. Sometimes crises are of a company's own making, but oftentimes they're not. What's real, what needs attention, what is attention-getting, and how to handle a crisis when it's made out of thin air? That's what Gini Deitrich explores on this week's episode of the Spin Sucks Podcast.

Mar 30

9 min 22 sec

Journalism is one of the industries that has been thrown on its head because of COVID-19. In this episode of the Spin Sucks podcast, Gini Dietrich talks about the changes journalism professionals have seen, what they're doing about it, and what it means for you.

Mar 23

9 min 50 sec

By now, many workers are completely digitized - with work and leisure all happening online. There have been major changes in every sector, while companies and governments try to figure out exactly what it all means as parts of the country start to re-open. One of the biggest changes in the way companies are talking about their values, and what customers are beginning to expect from the brands they use. That is what Gini Dietrich discusses on this week's episode of the Spin Sucks podcast.

Mar 16

16 min 43 sec

The theme of International Women's day this year is Women in Leadership - and that's a topic that can't be underestimated in importance. Gini Dietrich talks about the impact of the pandemic on women's lives and careers and shows we can choose to challenge the institutions, biases, and situations that create inequality for women on this week's episode of the Spin Sucks Podcast. #ChoosetoChallenge

Mar 9

10 min 35 sec

In the communications industry, we don't have a uniform way to measure what we do, which causes confusion about everything from what we should be measuring in the first place, to what kind of goals and objectives make the most sense to try and measure, and how to communicate it all to teams, leadership and boards. Gini talks about this industry-wide issue and shares some solutions on this week's episode of the Spin Sucks Podcast.

Mar 2

12 min 59 sec

What's more common than an outright ban on social media? A shadowban. Gini Dietrich is going to be sharing what that is, and what to do if it happens to you or one of your clients on this week's episode of the Spin Sucks Podcast.

Feb 23

8 min 22 sec

Social Media is a powerful tool for connecting with your audience and community, but it's not easy when the truth is that there are people out there on social media with the sole intent of damaging your reputation: bad actors. How do you moderate social media comments in this environment? That's what Gini Dietrich is talking about today on the Spin Sucks Podcast.

Feb 16

8 min 54 sec

We may hope that life will be getting back to normal once we're all vaccinated, but a recent report by the Content Marketing Institute is saying that consumer digital behavior has jumped ahead by five years. There's no going back, and that has huge implications for content marketers in B2C and B2B businesses. Gini Dietrich has the details and how to get ahead of these rapidly changing trends on this week's episode of the Spin Sucks Podcast.

Feb 9

7 min 52 sec

There are 13 things every business needs to have in their plan - and if you're not a business or agency owner yourself, these are elements that should be in your communications plan. Gini Dietrich explains what they are, and why they matter on this week's Spin Sucks Podcast episode.

Feb 2

16 min 54 sec

More than half of CEOs are not convinced their marketing departments are driving results (according to a survey by Strategy Box). That means that if you're listening to this, there's a coin flip of a chance that your boss doesn't think you're doing your job. Gini Dietrich goes into more detail about this survey, what the results mean, and what you need to do to make sure you're communicating what you need to in this episode of the Spin Sucks Podcast.

Jan 26

7 min 52 sec

In this week's Spin Sucks Podcast, Gini Dietrich is talking about podcasts - how she started making them, why she still does, whether you should have one and how to make it sound great. You can download the report Gini is referencing at OneStoneCreative.net/Report.

Jan 19

9 min 23 sec

If you know what you know and what you don't know, you're doing pretty well - but do you ever think about where your knowledge and decisions are coming from, and if that information is inaccurate? That's what Gini Dietrich is talking about in this week's episode of the Spin Sucks Podcast.

Jan 12

10 min 43 sec

Welcome to 2021! In this episode of the Spin Sucks podcasts, Gini Dietrich kicks off the new year with a discussion about how we can do more with the talents and skills we have available.

Jan 5

16 min 10 sec

Welcome to the 11th Day of Spin Sucks Christmas, where Gini is talking through the 11 terms, words and phrases that ought to be banned in 2021 and for the rest of time.

Dec 2020

11 min 2 sec

On the 6th day of Spin Sucks Christmas, Ginie Dietrich brings you Six SEO tricks - otherwise known as best practices that you can use to help focus your content efforts, and keep your long term strategy top of mind.

Dec 2020

15 min 56 sec