Spin Sucks: Communication And Reputation Management In The Digital Age by Gini DietrichSpin Sucks: Communication And Reputation Management In The Digital Age by Gini Dietrich

Spin Sucks: Communication And Reputation Management In The Digital Age

byGini Dietrich

Paperback | February 25, 2014

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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


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 Blo...
Title:Spin Sucks: Communication And Reputation Management In The Digital AgeFormat:PaperbackProduct dimensions:176 pages, 8.7 × 5.9 × 0.5 inShipping dimensions:8.7 × 5.9 × 0.5 inPublished:February 25, 2014Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:078974886X

ISBN - 13:9780789748867


Table of Contents

Introduction    1


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


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  Media Manipulation    75

Build Relationships and Let the Rest Fall into Place    77

DIY Media Relations    80

6  The Dark Side of Content    83

Content Farms and Robots That Write    86

The People Who Steal Your Content    87

Manage the Content Scrapers    89

Plain Old Plagiarism    91

Safely Syndicating Your Content    92


7  Your Customers Control the Brand    97

Understand What Your Customers Think About You    99

Communications Done Well    100

Your Customers Are Active and Passionate    102

Your Brand Is How Customers Feel About You    104

Part IV  SPIN SUCKS    107

8  The Convergence of Media    109

The Convergence of Media    110

On-Page SEO for Your Content    112

What Is On-Page SEO?    113

How Does On-Page SEO Work?    114

Content of the Page    114

The Title Tag    115

The URL    115

The Images’ Alt Texts    116

Tools to Use    116

Shared Media Through Community    116

9  Crisis Communications: Trolls, Critics, and Detractors    119

Tips for Managing an Issue    125

Begin to Repair Your Online Reputation    128

10  The Future of Communications    137

Real-Time Marketing    139

PR Becomes More Tangible    141

Content Marketing Evolves    142

Index    147