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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

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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19:39

How to Measure Brand Awareness, Trust, and Reputation

The Spin Sucks Podcast with Gini Dietrich ·

2025/11/04

In a collapsed-funnel world, “action-oriented” isn’t a button—it’s a byproduct of trust. Today, Gini Dietrich digs into how reputation becomes rank (and revenue), the metrics that prove it, and a simple PESO Model© sequence to lower your cost to convert.Share this episode with a friend, exec, or client who’s stuck debating brand vs. performance.

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16:49

Handling the “AI Discount” Question from Clients

The Spin Sucks Podcast with Gini Dietrich ·

2025/10/28

AI collapsed drafting time—but clients still buy certainty: accuracy, brand safety, and results. In this episode, Gini Dietrich lays out a practical playbook to stop itemizing hours and start contracting standards, so you keep fees (and win bigger scopes) in the AI era. In this episode, you’ll learn: How to explain “AI speed” without triggering a discount The 10 clauses to codify standards (provenance, data, IP, QA) Fixed/outcome pricing models that hold (and grow) fees

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17:19

How to Manage Your Brand on the Dead Internet

The Spin Sucks Podcast with Gini Dietrich ·

2025/10/21

The internet isn’t dead—it’s haunted. This week, Gini Dietrich explores the “dead internet” theory and why bots now outnumber humans online, which changes how we plan, measure, and defend our brands. You’ll learn how to replace vanity metrics with human signals, ship proof-of-work content (original data, named experts, receipts), add provenance to your media, and rewire your PESO Model for verified attention. Highlights: Why dashboards glow while revenue stalls—and how to fix it Owned

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20:41

How to Prepare for a Bot-Created Crisis

The Spin Sucks Podcast with Gini Dietrich ·

2025/10/14

Synthetic sparks, real fires. Gini Dietrich unpacks how bot-created boycotts inflate “consensus,” jump to real influencers, and turn into costly crises. This episode gives you a practical, hour-one playbook: capture an authenticity snapshot, choose your lane, debunk without oxygen via a single owned explainer, and use paid/shared/earned intentionally. She also covers the fast tells of inauthentic activity and the governance artifacts you should have queued up before anything

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16:12

The Case for a Marketing Operating System

The Spin Sucks Podcast with Gini Dietrich ·

2025/10/07

In today’s episode, we put you in the boardroom and show exactly why the current stack can’t answer the ROI question—then we install an operating system.What you’ll learn: • The ~$500B blind spot: marketing without an OS • How a PESO Model© OS creates clarity, efficiency, and revenue attribution • The cost of waiting (and what early adopters are seeing) • A Boardroom Checklist you can use this quarter

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17:38

How the PESO Model© Helps You Avoid AI Bubble Burnout

The Spin Sucks Podcast with Gini Dietrich ·

2025/09/30

Generative AI is sliding into the “Trough of Disappointment.” The Atlantic is warning of an AI bubble. And if you’re a CMO chasing disconnected AI pilots without a plan, you could be next.In this episode, Gini Dietrich explains why PESO isn’t just a model—it’s the operating system that prevents AI from becoming another overhyped, underperforming fad. You’ll learn: Why CMOs keep getting burned by technology hype cycles The rookie mistakes killing enterprise AI strategies How PESO

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14:25

Why Pharma Needs the PESO Model© Now

The Spin Sucks Podcast with Gini Dietrich ·

2025/09/23

Ten billion dollars in pharma advertising just got a whole lot less effective. With Trump’s new memo cracking down on DTC ads—TV, social, digital, influencers, even online pharmacies—your pipeline may be at risk.In this episode of the Spin Sucks Podcast, Gini Dietrich explains why disclosure-heavy ads will crush acquisition costs, how competitors are already shifting to PESO Model® strategies, and what you can do now to protect your market share. Don’t wait until your board or investors start

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14:34

The Visibility Engineer’s Manifesto

The Spin Sucks Podcast with Gini Dietrich ·

2025/09/16

For too long, marketing and communications have been judged by clicks, impressions, and vanity metrics. But those numbers don’t move a boardroom. Executives talk about pipeline, revenue, market share, and shareholder value. If your work isn’t tied to those outcomes, you’re invisible where it matters most. In this episode of the Spin Sucks Podcast, Gini Dietrich introduces The Visibility Engineer’s Manifesto—a new operating model for comms and marketing leaders. You’ll learn how to replace

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14:54

Meet Your New Buyer Persona: ChatGPT (And Its Friends)

The Spin Sucks Podcast with Gini Dietrich ·

2025/09/09

For decades, we’ve built personas around titles, demographics, and buyer journeys. But today, your most important persona doesn’t have a job title—it has an algorithm.In this episode, Gini Dietrich explains why AI platforms like ChatGPT, Gemini, and Perplexity are no longer just tools—they’re the gatekeepers shaping your category. You’ll learn: Why AI personas are necessary today How these platforms “think” and what they reward What CMOs and comms leaders need to do

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21:11

Structured Trust Is the New Currency of Reputation

The Spin Sucks Podcast with Gini Dietrich ·

2025/09/02

Your reputation isn’t just what people say anymore—it’s what machines decide is true. In this episode of Spin Sucks, Gini Dietrich explains why structured trust is the new currency of reputation—and how AI tools are already encoding your brand. If your data is inconsistent, outdated, or missing, you’re invisible (or worse, misrepresented). She covers what structured trust actually means (and why it matters), how machines decide if your brand is credible, the risks of ignoring structured trust,

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19:14

Using the PESO Model© as Your Marketing Operating System

The Spin Sucks Podcast with Gini Dietrich ·

2025/08/26

On this week’s Spin Sucks podcast, Gini Dietrich digs into IBM’s new CMO Revolution study and what it means for the future of marketing leadership. The report makes one thing clear: the next decade won’t belong to the marketers with the biggest budgets. It will belong to the CMOs with operational courage—those willing to dismantle outdated systems and rebuild for an AI-powered marketplace moving at the speed of a microsecond.She shows you how the PESO Model© has evolved into a full marketing

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15:45

GEO, Trust, and the PESO Model: Why It Still Works...

The Spin Sucks Podcast with Gini Dietrich ·

2025/08/19

PR is powering AI visibility—and communicators are more essential than ever.In this episode of the Spin Sucks podcast, Gini Dietrich breaks down how brand mentions, structured trust signals, and consistent PESO execution are shaping whether your brand shows up in AI-generated answers. The tools may have changed, but the strategy? Still rock solid. You’ll walk away with: A more clear understanding of Generative Engine Optimization (GEO) A checklist for improving AI discoverability

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23:28

Why Comms Pros Are the New Visibility Engineers

The Spin Sucks Podcast with Gini Dietrich ·

2025/08/12

Your job title hasn’t changed. But your responsibilities have.In today’s episode of the Spin Sucks podcast, Gini Dietrich breaks down what it means to be a Visibility Engineer—and why communications pros are now at the center of AI-driven brand discovery. You’ll learn: Why 95% of AI citations come from non-paid sources (and how to get yours included) How to translate traditional comms skills into strategic AI visibility What new KPIs matter—like citation velocity, AI brand

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21:03

Why Speed Matters in Crisis Comms: Lessons from a...

The Spin Sucks Podcast with Gini Dietrich ·

2025/08/05

What do you get when you combine a Coldplay concert, a viral Kiss Cam moment, a silent startup, and Gwyneth Paltrow? A crisis communications case study for the ages. In this episode of the Spin Sucks Podcast, Gini Dietrich breaks down the real-time brand meltdown sparked by a now-infamous Kiss Cam and what every comms pro can learn from it. You'll learn why timing is everything, how to prevent an awkward moment from becoming a full-blown scandal, and what to do when your CEO trends on

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26:17

Invisible to AI = Invisible to Customers: The New...

The Spin Sucks Podcast with Gini Dietrich ·

2025/07/29

AI doesn't see you if your marketing content is brilliant but disconnected. And if AI doesn’t see you, neither do your customers. In this episode of the Spin Sucks podcast, Gini Dietrich unpacks the discovery crisis—how AI is quietly reshaping the buyer journey, and what it means for brands that haven’t integrated their content strategies. Spoiler alert: the old SEO playbook won’t cut it. Join the Spin Sucks Community for deeper discussions: ⁠https://spinsucks.com/spin-sucks-community⁠ Follow

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14:10

In the Age of AI Search, PR Holds the Keys to Visibility

The Spin Sucks Podcast with Gini Dietrich ·

2025/07/22

Generative AI search is rewriting how people find, trust, and engage with information—and communicators are uniquely positioned to lead in this new world.In this episode, Gini Dietrich breaks down why authoritative mentions, trust, and brand signals—PR’s bread and butter—are now the currency of visibility in an AI-first world. If you’re ready to stop chasing algorithms and start building durable visibility, this episode is for you. Join the Spin Sucks Community for deeper

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21:07

How to Implement the PESO Model© in a Zero-Click,...

The Spin Sucks Podcast with Gini Dietrich ·

2025/07/15

If audiences have fragmented attention and trust is harder to earn, what do you need to do?You don't need to burn it all down. It's about aligning your strategy to what works now. Gini Dietrich discusses how you can adapt the PESO Model© to function in a zero-click, zero-share world and how to structure your strategy for discover, trust, and measurable traction.

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373 results

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