Gini Dietrich on Muck Rack

Gini Dietrich

Chicago
As seen in: Spin Sucks, The FIR Podcast Network Everything Feed, Apple Podcasts, Hello Monday with Jessi Hempel, LinkedIn, Medium, HuffPost, Inc., American Express Business Trends and Insights, Muck Rack Blog, Content Marketing Institute, AllBusiness.com and
Covers:  Public relations: Tips, tools, ideas to increase the efficacy of a PR professional
Doesn't Cover: Anything not related to PR. Don't pitch me Chicago stuff because I live in Chicago.
CEO Arment Dietrich. Author @spinsucks, blog and book. Co-author Marketing in the Round. Speaker. Avid cyclist. A foodie. Loves shoes & wine.

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Gini Dietrich’s Biography

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Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

Articles

Inside the PESO Model® Certification

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By Gini Dietrich
| Spin Sucks
This year, I tore apart the thing with my name on it. The PESO Model® Certification has taught thousands of people for more than a decade, and I rebuilt it from the studs anyway—because the old version taught PESO as a framework to understand, and 2026 demands you run it as an operating system.
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The PESO Model® Diagnostic: What Peppa Pig Can Teach You About the Difference Between a Campaign and a System

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By Gini Dietrich
| Spin Sucks
Hasbro and PrettyGreen got a cartoon pig pregnant, put her on live television, lit up Battersea Power Station for the gender reveal, and turned a preschool brand into a global news story—61 million views on a single clip. It is, without exaggeration, one of the most beautifully integrated campaigns I’ve seen in years. Every channel showed up. Every channel pointed in the same direction.
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The 4 PR and Marketing Metrics that Matter for AI Visibility

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By Gini Dietrich
| Spin Sucks
I once sat in front of a dashboard where every single number was up and to the right—and I still couldn’t answer the only question that mattered. That’s because most of what we measure flatters us instead of informing us. This week, in The PESO Model® Operating System series, I’m handing you the four metrics that actually matter in 2026: LLM visibility, citation frequency, narrative share of voice, and credibility loop close rate. They’re the ones that survive contact with your CFO.
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