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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

AI Visibility is a PESO Model® Problem—and You’re Closer Than You Think

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By Gini Dietrich
| Spin Sucks
A client recently begged me not to send him another article about AI visibility—and he had a point. But the latest one worth your time argues that AI systems reward probability, not popularity: LLMs cross-reference your owned media, earned coverage, and community discussion to decide whether your claims are credible.
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AI Visibility Starts With Trust—and You Can’t AI Your Way Out of a Trust Problem

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By Gini Dietrich
| Spin Sucks
For eight weeks, I’ve written about what look like eight unrelated problems—org charts, CFO conversations, HubSpot’s moat, a green owl on rented land. They were never eight problems. They were one: how to build trust in the age of AI. Trust isn’t a setting you switch on when you notice it’s missing; it’s a supply chain with stations you cannot skip, and the PESO Model® is the floor plan. The three shortcuts people try instead—automate it, fabricate it, disclose it—all failed in public last year.
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The PESO Model® Diagnostic: Duolingo Built the Internet’s Favorite Brand on Rented Land

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By Gini Dietrich
| Spin Sucks
Duolingo runs the best shared media engine on the planet—a mascot-driven virality machine that turned a language app into a main character in internet culture. But this month’s PESO Model® Diagnostic finds the fragility hiding beneath the legend: the engine runs on rented land, the personality is concentrated in one green owl, and the owned-media record beneath is thinner than a brand this famous should tolerate.
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