Spin Sucks: Communication And Reputation Management In The Digital Age

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Spin Sucks: Communication And Reputation Management In The Digital Age

by Gini Dietrich

Pearson Education | February 25, 2014 | Trade Paperback

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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
  • spinsucks.com

     

Format: Trade Paperback

Dimensions: 176 pages, 8.8 × 6 × 0.37 in

Published: February 25, 2014

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 078974886X

ISBN - 13: 9780789748867

Found in: Public Relations

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– More About This Product –

Spin Sucks: Communication And Reputation Management In The Digital Age

by Gini Dietrich

Format: Trade Paperback

Dimensions: 176 pages, 8.8 × 6 × 0.37 in

Published: February 25, 2014

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 078974886X

ISBN - 13: 9780789748867

Table of Contents

Introduction    1 Part I  TELL YOUR STORY WITHOUT SEX OR EXTORTION    5 1  Sex Sells    7 How Communication Has Changed    10 Your Customers Control Your Brand    and Your Messaging    10 Tell Your Story Without Spin    12 Use the Formula of Fiction Writing to Tell Company Stories    15 Take Your Story from Idea to Concept    16 Develop Company Characters    17 2  The Google Drama    27 Along Came Panda    28 And Then Came Penguin    29 Marathon Mentality    32 When Duplicate Content Gets You in Trouble    33 What Constitutes High-Quality Content?    35 3  Shareable and Valuable Content Creation    37 Paid Media    39 Earned Media    40 Shared Media    43 Owned Media    44 Create Calls-to-Action    46 Shareable and Valuable Content    50 The News Release    54 Part II  SCAMMERS, LIARS, AND BEGGARS    57 4  Whisper Campaigns and Anonymous Attackers    59 Trolls and Anonymous Attackers    64 Public Attackers    66 The Trolls, Critics, and Attackers    69 Seven Steps to Dealing with Criticism    71 5  M
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From the Publisher

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
  • spinsucks.com

     

About the Author

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.