Must-Listen Podcast Episode: Spin Sucks: Reworking Earned Media


What is the podcast?

Spin Sucks is a podcast by Gini Dietrich, CEO of Arment Dietrich. 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. 


In this podcast episode, Gini speaks with Megan Dougherty of One Stone Creative about the lack of control you have over earned media, content creation and the PESO Model in PR. 


Where will you find it? 

You can listen to the podcast here. 


Why should you listen to this episode?

At the start of the podcast, Dietrich speaks about how one of the biggest frustrations as a communicator is how little control you have over the earned media you do. Earned media is publicity gained through promotional efforts as opposed to paid media through advertising. She demonstrates how you can rework earned media that would otherwise go under the radar – or not get published at all.


The interview in this podcast was conducted by Megan Dougherty where she interviewed Dietrich, but the podcast never made it past the editing stage. Dietrich highlights the importance of having a good relationship with the journalist or interviewer if you want to repurpose the earned media that you worked on.


Dietrich talks about her own experiences running a marketing communications firm through the recession, and how nearly losing her business taught her a lot about her reliance on clients. 


When she got back on her feet and became the lead blogger at Spin Sucks, Gini wanted to systematise her process so that her team could serve their clients as well as, and even better than she could. She developed the PESO model, which identifies the four media types: Paid, Earned, Shared and Owned.


Owned media is her personal favourite media type, but people need to be willing to put in the time and the money to test before you can reap the rewards of your work.


Gini Dietrich and Megan Dougherty 


Some of the things that Dietrich and Dougherty says:


“You have to be willing to put in the time and money to test before you start reaping rewards with content as well as with Facebooks ads.”


“The quality of your content matters more today than how often you publish. I recommend making the type of content you are most comfortable creating, whether that’s a blog, a podcast or video.”


Being an author makes you more credible to many business leaders. However, you don’t need to be an author to have credibility. You should write a book only if it aligns with your goals.



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