The Spin Sucks Podcast with Gini Dietrich

Hosted by Gini Dietrich, Founder of Spin Sucks

Business Careers

Website RSS feed

Episodes

398

Latest episode

Jun 2026

Language

About the show

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.

Listen to episodes

60 recent

June 16, 202616 min

The 4 PR and Marketing Metrics that Matter for AI Visibility

Your dashboard is full of green arrows—and your CFO still isn't impressed. That's because most of what we measure flatters us instead of informing us, and the numbers that actually matter in 2026 are the ones almost nobody is tracking yet. In this episode, Gini Dietrich walks through the four metrics that survive the budget meeting—LLM visibility, citation frequency, narrative share of voice, and credibility loop close rate—and why you can't bolt them onto a system that isn't running as a system. If you've ever been proud of a report that couldn't answer "did this move the business?", this one's for you. Take the PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ Explore the PESO Model® Certification: https://spinsucks.com/peso-model-certification/ Read the full article: https://spinsucks.com/communication/pr-marketing-metrics-ai-visibility

June 9, 202615 min

Your Measurement Problem Isn't Really a Measurement Problem

You're doing the work—the content, the media, the campaigns—and the minute leadership asks what it's all worth, you've got nothing to hand them. So you go looking for a better dashboard. In this week’s Spin Sucks podcast episode, Gini Dietrich explains why a measurement problem is almost never a measurement problem—it's the first place a broken system shows up—and shares the Diagnostic data proving the biggest budgets aren't buying readiness. You'll learn why pitching the PESO Model® as a marketing expense loses the budget every time, and how to reframe it as the operating system that actually gets funded. Take the PESO Model® Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model® Certification: https://spinsucks.com/peso-model-certification/

June 2, 202615 min

The Visibility Gap: Two Halves, One Operating System Problem

Google just announced the biggest change to Search in more than 25 years, and your CMO is about to ask if you're on top of it. You probably are — but the work doesn't have a name your leadership recognizes. On this week’s Spin Sucks podcast episode, learn why the visibility gap has two halves, the vocabulary problem costing you budget, and the four moves to close both.

May 26, 202622 min

The PESO Model® Diagnostic: Inside the Liquid Death Operating System

In the second of the monthly PESO Model® Diagnostic series, Gini Dietrich diagnoses the operating system behind Liquid Death, the rare brand sitting at Stage 5 / Leadership on the PESO Maturity Ladder, where the operating system isn't supporting the product. It IS the product. Take the free PESO Model® Diagnostic at spinsucks.com/self-peso-diagnostic, or learn about the 2026 PESO Model® Certification at spinsucks.com/peso-model-certification.

May 19, 202624 min

The Six Stages of PESO Model® Maturity

The PESO Model® has six stages of maturity—and the data says 91% of communications teams are stuck in the bottom half of the ladder. In this episode, Gini walks through the six stages (Foundation, Pilot, Scale, Systemize, Real-Time, and Leadership), what each one looks like inside real brands like Oracle, McDonald's, Dove, Sephora, Netflix, and Liquid Death, and how to find out where your team actually sits. Not optimistically sits. Truly sits.

May 12, 202617 min

AI Is Quietly Destroying Your Best Content

After 18 months of AI-assisted repurposing, most communications teams are quietly producing weaker, more generic content than they were producing two years ago. The leverage is real. The dilution is real, too. In this episode, Gini Dietrich walks through the telephone game effect—and how you can fix it.

May 5, 202621 min

The New PESO Model® Graphic Is Here. So Are the Rules.

After 12 years and several refreshes, the PESO Model® has a new graphic — and Gini is drawing the line between free use and theft. In this episode, she discusses what changed, what the four outcomes (Authority, Credibility, Discovery, Growth) actually mean, how to read the graphic correctly, and what now requires a license. Download the graphic at spinsucks.com/peso-model-graphic. Use it well.

April 28, 202618 min

The PESO Model® Diagnostic: The Budweiser Super Bowl Ad

Budweiser won USA Today's Ad Meter for the 10th time—and while everyone was arguing Monday morning about the Clydesdale, the bald eagle, and whether "American Icons" was AI-assisted, the real story wasn't 60 seconds of creativity. It was whether the ad was part of a system. In the first episode of the new PESO Model® Diagnostic series, Gini Dietrich runs Budweiser's "Made of America" program through the PESO operating system lens and shows exactly where coordination ends and integration begins. The lesson isn't about $8M ad budgets. It's about sequencing, depth, and a central nervous system—and any brand, at any budget, can build them. Take the self-assessed PESO Diagnostic at spinsucks.com/self-peso-diagnostic to find your own integration gaps.

April 21, 202618 min

Visibility Engineering Is the New Playbook for Earned Media

Earned media is still one of the most powerful credibility signals you can get, but in today’s AI-shaped market, a single hit is no longer enough. In this episode, Gini Dietrich explores visibility engineering, why disconnected media placements create noise instead of authority, and how to connect earned and owned media to build credibility that compounds. If you want to become the answer that keeps showing up, this episode is for you.

April 7, 202618 min

AI Visibility is Simply About Being More Credible

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.