Claim OwnershipThe Spin Sucks Podcast with Gini Dietrich
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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.
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The PESO Model® isn’t outdated—but many implementations are.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.
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.”
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 drives business outcomes.
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.
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.
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.
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.
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.
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.
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.
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
Scripts for procurement, legal, and the “show me your prompts” crowd
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 as your fortress: proof stack, schema, provenance
Earned relationships that reduce uncertainty (and get the call)
Shared in smaller rooms that create real conversation
Paid that buys attention you can verify, not impressions you can’t
If you want to keep building trust and visibility in a ghosted web, this episode is your new playbook.
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 explodes.
Takeaways • Diagnose manufactured outrage in minutes—no fancy tools required • The exact comms moves to make in the first 2–24 hours • What bots can’t fake (specificity, two-way friction, cross-channel corroboration) • How to prep: thresholds, roles, templates, stakeholder briefs
If you found this useful, follow the show and share it with your marketing, comms, and brand teams.
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
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 ties AI to real business outcomes
The trust signals that matter to both humans and machine customers
Before the bubble pops, make sure your AI strategy is built to last.
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 asking questions. The brands that move today will be taking market share by March.
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 outdated reporting with PESO-driven visibility that proves growth in the language executives actually care about.
What you’ll hear:
Why CEOs and CFOs rarely mention marketing on earnings calls
How AI-powered discovery is reshaping visibility and trust
The 11 principles every Visibility Engineer must follow
One Day 1 action step you can take right now
Download the Manifesto PDF here: https://spinsucks.com/communication/visibility-engineer-manifesto/
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 differently
Four practical steps you can run in 90 days to show up in AI results
How to lock in your category narrative before competitors do
If you’re not influencing the machines, you’re not influencing the people.
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, practical steps to build a “source-of-truth” page, use schema markup, and publish citation-ready content, and how to measure if your efforts are working.
If AI were asked who you are…would it get the answer right?
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 operating system, helping CMOs close the execution gap and deliver:
Precision, prediction, and protection at scale
Integrated, measurable strategies that strengthen first-party data and customer relationships
A perpetual growth engine that balances AI speed with human creativity
If operational courage is the price of survival, PESO is the playbook.
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That's a great question. Many are overly simple, but some use established formulas like Devine or Miller which are trusted in clinical settings. The key is finding one that is transparent about its methods. For instance, DietArch has a great tool that explains the science behind the numbers. https://dietarch.com/ideal-body-weight-calculator/