Episodios

  • Structured Trust Is the New Currency of Reputation

    Structured Trust Is the New Currency of Reputation
    Sep 2 2025
    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 If your data is inconsistent, outdated, or missing, you’re invisible (or worse, misrepresented).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?
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    21 m
  • Using the PESO Model© as Your Marketing Operating System

    Using the PESO Model© as Your Marketing Operating System
    Aug 26 2025
    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 It will belong to the CMOs with operational courage—those willing to dismantle outdated systems and rebuild for an AI-powered marketplace moving at the speed of a microsecond.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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    19 m
  • GEO, Trust, and the PESO Model: Why It Still Works (and What’s Changed)

    GEO, Trust, and the PESO Model: Why It Still Works (and What’s Changed)
    Aug 19 2025
    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 A smarter way to align your PESO strategy across platforms Hope (yes, really) that your role is more valuable than ever Subscribe, share, and get ready to run your same strategy—at machine scale.
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    16 m
  • Why Comms Pros Are the New Visibility Engineers

    Why Comms Pros Are the New Visibility Engineers
    Aug 12 2025
    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 summaries, and misinformation risk How to use the PESO Model to engineer visibility across search, summaries, and smart assistants Plus, we’ll share a “day in the life” of a visibility engineer and give you a tactical roadmap to start applying this thinking inside your own org. Join the Spin Sucks Community for deeper discussions: ⁠⁠⁠https://spinsucks.com/spin-sucks-community⁠⁠⁠ Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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    23 m
  • Why Speed Matters in Crisis Comms: Lessons from a Kiss Cam Gone Viral

    Why Speed Matters in Crisis Comms: Lessons from a Kiss Cam Gone Viral
    Aug 5 2025
    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 TikTok. We’ll cover: How to build a proactive crisis plan (before it’s too late) What to do in the first hour of a PR firestorm Why silence is no longer strategicHow to keep a moment from spiraling into a movement (or how to prevent an issue from becoming a crisis) Whether you’re crisis-tested or just crisis-curious, this episode will help you stay ready, stay fast, and stay in control of your narrative. Listen in—before your brand becomes the next internet punchline. Join the Spin Sucks Community for deeper discussions: ⁠⁠https://spinsucks.com/spin-sucks-community⁠⁠ Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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    21 m
  • Invisible to AI = Invisible to Customers: The New Discoverability Crisis

    Invisible to AI = Invisible to Customers: The New Discoverability Crisis
    Jul 29 2025
    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 Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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    26 m
  • In the Age of AI Search, PR Holds the Keys to Visibility

    In the Age of AI Search, PR Holds the Keys to Visibility
    Jul 22 2025
    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 discussions: https://spinsucks.com/spin-sucks-community Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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    14 m
  • How to Implement the PESO Model© in a Zero-Click, Zero-Share World

    How to Implement the PESO Model© in a Zero-Click, Zero-Share World
    Jul 15 2025
    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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    21 m