Spin sucks, The PESO Model is the answer, and AI can help - with Gini Dietrich
Walk into any PR conference these days, and it's all but guaranteed that you'll see a session or two about how communicators can effect real business impact. Panelists and speakers talk about how we can earn a seat at the table (even though we often have one) and get taken more seriously as business partners by "aligning with the business strategy" and "bringing measurement discipline" to "demonstrate the ROI of Communications." But then you (some of you) go back to your office, and the very executives you're trying to partner with ask you to "make this sound better" or "add some positivity" or--even worse--"can you spin this?" Spin, the bane of PR and the root cause of so much distrust, still infects our profession. But if you're an ethical communicator with the right set of tools, you'll confidently stand firm when you decline to "spin" and instead communicate with integrity and transparency. In this episode of The Trending Communicator, host Dan Nestle sits down with agency CEO, prolific writer, in-demand speaker, and overall PR powerhouse Gini Dietrich. The author of Spin Sucks: Communication and Reputation Management in the Digital Age, founder of the Spin Sucks blog and community, and creator of the influential PESO Model, Gini has been a trailblazer in the communications profession and an advocate for transparent and ethical communication practices, and done more than most in steering the industry away from the damaging concept of "spin." Dan and Gini discuss the critical role of the PESO Model in strategic communications, breaking down its components—Paid, Earned, Shared, and Owned media—and how they integrate to create measurable, impactful results. Gini shares her insights on the importance of building trust and authority in a post-truth world, where misinformation and disinformation are rampant. They also dig into how AI will become even more central to the communications field. Gini reveals how AI tools are enhancing productivity, offering new ways to manage content creation, data analysis, and strategic planning. From leveraging AI for content development to using it as a virtual assistant, Gini provides practical examples of how technology is reshaping the way communicators work. Whether you're a seasoned PR professional or new to the field, this episode offers valuable lessons on ethical communication, the significance of the PESO Model, and the integration of AI into modern PR practices. Tune in to learn how you can navigate the challenges of today's media environment and build a more authentic and trustworthy communication strategy. Listen in and hear about... The damaging impact of "spin" on the PR industry's reputation and the push for ethical communications How the PESO Model integrates paid, earned, shared, and owned media for strategic communications How media relations is evolving (or devolving) in a world where traditional media trust is declining The importance of building owned content and community to maintain control over brand messaging AI's role in enhancing productivity and efficiency across all aspects of the PESO Modeal The shift towards earning attention rather than just media hits in today's fragmented media environment Notable Quotes On Navigating Post-Truth America: “It's funny you say that because I think we're in a world now where we live in what has been dubbed the post truth America, which sucks in and of itself. But as communicators, we have to kind of figure out how to navigate that. And part of that is you can't spin, you can't lie, you can't be unethical, you have to be extraordinarily transparent and authentic.” — Gini Dietrich [00:03:37 → 00:04:00] On Misinformation: “It's interesting how there's been such a upswell in discussions of misinformation, disinformation, mal information, information, any of the informations. So much so that, you know, I firmly believe that even the term misinformation is a kind of misinformation.” — Dan Nestle [00:04:38 → 00:04:55] On Crisis Communications: “But if there's an interpretation, then just, you know, there's gotta be some way. Look, label it as such. I know that's. That some people try. But, you know, sometimes what has been decried as misinformation is turned. Turns out to be totally true later. Or what is said to be true turns out to be, like, disinformation later. Like, it's just. It's just a mess. So we need to really be able to not only stand by what we say is misinformation or have rationale for it, but if it turns out that we were wrong, we have to come out and say we were wrong.” — Dan Nestle [00:05:55 → 00:06:31] On the PESO Model: “It's not a list of tactics. You can't just pull tactics from each media type and call it the Peso model. It's really about an integrated model that's measurable and it's measurable to the things that executives care about.” — Gini Dietrich [00:09:00 → 00:09:15] On Media Consumption: “Think about how you get your information. I mean, unless you're, unless you're 80 years old or older, you're not getting information or your news from TV anymore. You're just not.” — Gini Dietrich [00:25:29 → 00:25:44] On the Evolution of Media Relations: “We do a lot of work with universities and through our, through our certification. And one of the things that I've noticed in the last five years is that when you talk to college students about media relations or earned media, the first place they go is not traditional media ever.” — Gini Dietrich [00:24:02 → 00:24:20] On AI's Role in Content Creation: “AI is giving us time. It's giving us more time in our day. It's making us more productive. And so when we refresh the model in January, really, we Were only looking at AI from an owned media perspective. And I think that has massively changed this year.” — Gini Dietrich [00:42:44 → 00:43:00] Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Dan Nestle | Twitter/X Gini Dietrich The PESO Model | Website Spin Sucks | Website Spin Sucks: Communication and Reputation Management in the Digital Age | Amazon.com Gini Dietrich | LinkedIn Gini Dietrich | Twitter/X Timestamped key moments from this episode (as generated by Fireflies.ai) 🎤 Introduction and Context of Spin in PR (00:00 - 01:00) Daniel Nestle introduces the topic of "spin" in public relations and its negative impact on the industry. Gini Dietrich is highlighted as a key figure working against the concept of spin through her work on ethical communications. 📚 Overview of the PESO Model (01:01 - 13:00) Gini Dietrich discusses the PESO model (Paid, Earned, Shared, Owned) as a framework for strategic communications. The model emphasizes the importance of integrating various media types for measurable results rather than treating them as separate tactics. Gini is currently working on a second edition of her book, which will further elaborate on the PESO model. 🔍 The Role of Earned Media and Misinformation (13:01 - 25:00) The discussion shifts to the decline of trust in media, particularly among younger audiences who prefer platforms like TikTok for news. Gini emphasizes the need for communicators to navigate misinformation and maintain authenticity in their messaging. The importance of earned media is reiterated, but with a focus on the evolving landscape of media consumption. 📈 AI's Impact on Communications (25:01 - 37:00) Gini discusses how AI tools are being integrated into the PESO model, enhancing efficiency and productivity in communications. The use of AI for tasks such as content creation, data analysis, and audience engagement is highlighted. Gini shares her personal experience using AI tools like Claude and Notebook LM to improve her writing process. 🔗 Specific AI Tools and Their Applications (37:01 - 49:00) Gini lists various AI tools beneficial for each aspect of the PESO model, including: Notebook LM for content generation and FAQs. Claude for drafting and editing. WALDO for competitive analysis. The discussion includes the importance of testing and iterating content before broader distribution. 💡 Recommendations for Communicators (49:01 - 59:00) Gini advises communicators to experiment with AI tools to understand their value and capabilities. She emphasizes the importance of training AI tools to align with specific communication styles and preferences. The need to integrate AI into the PESO model continuously is stressed as the landscape evolves. 🔮 Future Considerations and Closing Thoughts (59:01 - 01:01:12) Gini reflects on the ongoing evolution of communications and the need to adapt strategies accordingly. She expresses interest in understanding media trust trends post-election and how they will impact future communications. The meeting concludes with a note of gratitude from Daniel Nestle for Gini's insights and contributions. Timestamps for your convenience (as generated by Flowsend.ai) 0:00 Intro 3:37 Navigating Post-Truth America 6:31 Misinformation and Disinformation Challenges 9:57 The Peso Model Explained 15:16 Balancing the Peso Model 21:37 Extending Media Relations 26:48 Changing Media Consumption 31:03 Podcasts as Earned Media 37:46 Renaissance of Owned Content 42:44 AI's Role in Communications 50:33 AI Tools and Applications 55:49 Embracing AI in Communications (Notes co-created by Human Dan and a variety of AI helpers, including Fireflies.ai and Flowsend.ai)
From "The Trending Communicator"
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