Storylines Live

In this episode, Paul sits down with Gini Dietrich, the visionary behind Spin Sucks, a movement that’s transforming the PR industry. They dive deep into the unique ways Gini helps clients using the groundbreaking PESO Model©, and how she has successfully run an agency for almost two decades. Whether you’re a PR professional or a business leader looking to grow, this episode is packed with actionable insights and inspiring stories from one of the industry’s top leaders.

Key Takeaways

The PESO Model© provides a consistent PR strategy by integrating paid, earned, shared, and owned media.
The Great Recession and digital platforms reshaped PR, pushing brands to take control of their narratives.
Earned media alone isn’t enough, so organizations must leverage shared and owned channels to amplify their stories.
Spin Sucks partnered with USC Annenberg to integrate PESO certification into curricula, ensuring future PR professionals understand the model.
AI is enhancing the PESO model by improving content strategy, keyword research, and campaign execution.