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PODCAST

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.

business careers

All Episodes

18:39

AI Visibility is Simply About Being More Credible

The Spin Sucks Podcast with Gini Dietrich ·

2026/04/07

In this week’s Spin Sucks episode, Gini Dietrich explores why publishing more content is not enough to build authority in an AI-shaped market. Instead, the brands that win are the ones with clear positioning, consistent messaging, proof-backed content, and third-party validation that reinforces what they stand for. Tune in to learn how owned and earned media work together, why generic content falls flat, and what communicators can do now to become the obvious answer.

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19:19

Women Are on the Front Line of AI Disruption

The Spin Sucks Podcast with Gini Dietrich ·

2026/03/31

Women are on the front line of AI disruption, especially in communications, marketing, content, and other roles built on critical thinking, writing, and judgment. In this episode, Gini Dietrich unpacks Alex Karp’s comments about AI reducing the power of highly educated, often female professionals, what that reveals about who is most vulnerable as AI scales, and why this is a power problem as much as a workforce one.

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15:02

Hustle Culture, AI, and the Cost of Shallow Thinking

The Spin Sucks Podcast with Gini Dietrich ·

2026/03/24

On this week’s Spin Sucks podcast episode, Gini Dietrich explores how hustle culture trained us to confuse keeping up with actually understanding, why the performance of consumption is not the same thing as thinking, and what communicators, marketers, and leaders stand to lose when everything is optimized for speed.

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13:51

The PESO Model® Was Built for This Moment

The Spin Sucks Podcast with Gini Dietrich ·

2026/03/17

The PESO Model® did not become less relevant because of AI—it became more necessary. In this episode, Gini Dietrich breaks down how AI exposed the flaws in disconnected marketing and why modern paid, earned, shared, and owned media must work as an integrated system. She also explains why certification matters for marketers who want to move from knowing the acronym to knowing how to run it.

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17:23

Measuring the PESO Model® Without Losing Your Mind

The Spin Sucks Podcast with Gini Dietrich ·

2026/03/10

Measurement isn’t math. It’s storytelling with numbers—and in a PESO Model® operating system, it’s how you prove what changed (not what you did).In this Spin Sucks episode, Gini Dietrich breaks measurement down for marketers who would rather alphabetize their spice drawer than open a dashboard. You’ll learn the outcome-first framework behind PESO measurement, how to stop reporting outputs and activities, and how to measure PESO as a system that creates, validates, distributes, and amplifies proof

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15:14

Why the PESO Model® Falls Apart Without Integration

The Spin Sucks Podcast with Gini Dietrich ·

2026/03/03

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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20:25

How Shared and Paid Make the PESO Model® Operating...

The Spin Sucks Podcast with Gini Dietrich ·

2026/02/24

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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13:46

The Visibility Engine: Owned and Earned Media

The Spin Sucks Podcast with Gini Dietrich ·

2026/02/17

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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18:30

The PESO Model Certification® is Now Built for AI...

The Spin Sucks Podcast with Gini Dietrich ·

2026/02/10

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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19:54

Corporate Communications and the Cost of Silence

The Spin Sucks Podcast with Gini Dietrich ·

2026/02/03

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

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13:19

AI Comments Don’t Build Relationships

The Spin Sucks Podcast with Gini Dietrich ·

2026/01/27

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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22:41

A PESO Model® Primer for Marketers and Communicators

The Spin Sucks Podcast with Gini Dietrich ·

2026/01/20

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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17:36

Publicity Is Dead. PR Is Not.

The Spin Sucks Podcast with Gini Dietrich ·

2026/01/13

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

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24:07

The PESO Model® in 2026: Evolved, Operational, and...

The Spin Sucks Podcast with Gini Dietrich ·

2026/01/06

The PESO Model® has evolved—and that evolution matters more than ever in 2026.As AI accelerates execution and marketing teams are asked to deliver more with fewer resources, the real challenge isn’t whether to use AI. It’s whether your organization has a system strong enough to govern it. In this episode, Gini Dietrich explains how the PESO Model has evolved from a framework into an operating system—one that helps senior marketers integrate AI, align teams and agencies, and measure what actually

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13:08

The Visibility Engineering Metrics That Predict Demand

The Spin Sucks Podcast with Gini Dietrich ·

2025/12/16

Most visibility programs fail because teams don’t know what to measure—or they measure too much, too late.In this final episode of the Visibility Engineering series, Gini Dietrich breaks down three simple metrics that tell you whether your work is driving real pre-pipeline demand. No dashboards. No spreadsheets. Just signal.

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15:28

How to Use Proof-First Social to Engineer Visibility

The Spin Sucks Podcast with Gini Dietrich ·

2025/12/09

You’ve built your anchor hubs, clarified your experts, and added external proof. Now Gini Dietrich shows you how to put your credibility into circulation—not by posting more, but by boosting only what your audience proves they value.This is the week visibility engineering shifts from theory to traction. Tune in and learn how to let your audience show you exactly what to amplify.

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18:33

Building Corroboration Loops to Power Your...

The Spin Sucks Podcast with Gini Dietrich ·

2025/12/02

Saying “we’re the leading provider” isn’t a strategy. Corroboration is.In this episode, Gini Dietrich explores how to build corroboration loops—the external proof points that show up in trade outlets, creator newsletters, podcasts, and partner channels, and all lead back to your best content. If you’re a senior marketer or communicator trying to move beyond vanity metrics and random thought leadership, this episode will help you turn content into a credibility engine.

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16:15

AI Looks for Author Footprints First

The Spin Sucks Podcast with Gini Dietrich ·

2025/11/25

Does your website read like a committee of ghosts wrote it? Logos, vague promises, stock photos—and no real humans your audience can actually trust?In this episode of the Spin Sucks Podcast, Gini Dietrich introduces author footprints: a simple way to turn your internal subject-matter experts into visible, credible sources for both humans and AI.

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15:58

The Fastest Path to Engineering Your Brand’s Visibility

The Spin Sucks Podcast with Gini Dietrich ·

2025/11/18

Most buying happens before a call—so if you’re not answering buyer questions up front, the algorithms (and the humans) move on. Gini Dietrich provides a no-fluff visibility engineering sprint to help you prepare for a January launch.

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17:57

How to Make Your Brand the Obvious Answer with...

The Spin Sucks Podcast with Gini Dietrich ·

2025/11/11

Most of the decision happens before sales. In this episode, Gini Dietrich breaks down Visibility Engineering and how to use the PESO Model© to build anchor hubs that become the safest thing to cite, earn analyst/AI reuse, and measure results. You’ll leave with a copy-and-paste Anchor Hub outline and a 30-day action plan.

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390 results

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