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 It will belong to the CMOs with operational courage—those willing to dismantle outdated systems and rebuild for an AI-powered marketplace moving at the speed of a microsecond.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.

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.

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.

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.

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.

Generative AI search is rewriting how people find, trust, and engage with information—and communicators are uniquely positioned to lead in this new world.

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.

Remember when clicks, shares, and impressions were reliable measures of success? Those days are gone.

In this episode, Gini Dietrich breaks down why AI-generated answers, algorithm-controlled feeds, and private, hidden sharing have fundamentally changed how audiences discover and trust your content.
We’re living in a zero-click, zero-share, zero-visit world—and traditional marketing tactics are losing visibility fast.

But here’s the good news: you don’t need a shiny new framework to navigate this shift. You need to evolve your PESO Model® strategy to reflect how trust and attention work in 2025.

What does it mean to work smarter not harder when it comes to your communications strategy? Often a 'more is more' strategy feels like the way to go - adding content and tasks and tactics, but you'll get much better results if you focus on alignment instead of addition, and that's what Gini Dietrich is talking about this week on the Spin Sucks Podcast.

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The expectations for marketing and communications teams are higher than ever, and old systems aren't going to cut it. This week on the Spin Sucks Podcast, Gini Dietrich is talking about how the PESO Model© turns disconnected tactics into aligned strategy, vanity metrics into business results, and overwhelmed teams into confident, focused operators.