Spin Sucks Communication and Reputation Management in the Digital Age

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2014-02-25
  • Publisher: Que Pub
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Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications!


Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities.


Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do. No matter what your organization does, Dietrich will help you:

  • Share your story more powerfully—without sex, extortion, or “truth-stretching”
  • Humanize your organization, even if you don’t have outsized personalities
  • Tell the truth, using the best techniques honed by centuries of storytellers
  • Overcome whisper campaigns, anonymous attackers, and trolls
  • Create fresh, honest content that’s compelling to both humans and Google
  • Systematically prepare yourself to engage more successfully online
  • Clarify and close gaps between your message and your customer’s perception
  • Celebrate your brand ambassadors
  • Master seven steps for handling online criticism, and transforming critics into fans
  • Keep others from stealing your great content
  • Learn actionable lessons from others’ successes (and failures)
  • Develop more positive, productive agency (or client) relationships
  • Converge paid, owned, earned, and shared media—and get more value from all of them



Author Biography

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She also is the founder of the professional development site for PR and marketing pros, Spin Sucks Pro. Gini is the author of the PR and marketing blog, Spin Sucks, which has been named the number one Cision Top 50 PR Blogs, the number three Listly Top 50 PR and Marketing Blogs, an annual Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog. She is also co-host of Inside PR, a weekly podcast about communications and social media, and where they all meet and intersect.


One of the top rated communication professionals on the social networks, Gini writes for Crain’s Chicago Business, OpenForum, AllBusiness Experts, and for various PR and marketing blogs and publications.


She delivers numerous keynotes, panel discussions, coaching sessions, and workshops around the globe on the subject of communications in the digital age.


Gini is also the coauthor of Marketing in the Round, released by Que Publishing in May, 2012.

Table of Contents

Part I. Tell Your Story Without Sex or Extortion

1. Sex Sells

2. The Google Extortion

3. Shareable and Valuable Content


Part II. Shysters, Liars, and Beggars
4. Whisper Campaigns and Anonymous Attackers
5. Media Manipulation
6. Content Farms and Black Hats

Part III. Your Brand; Your Customers
7. The Communication Gap
8. Your Customers Control the Brand

Part IV. Spin Sucks
9. Preparation, Messaging, and Engagement
10. Crisis Communications. Trolls, Critics, and Detractors
11. The Shoemakers Children

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