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 Suckswill teach you how to communicate honestly, responsibly, openly, and authentically…and trulyearnthe 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 humansandGoogle
  • 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

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    1Part I  TELL YOUR STORY WITHOUT SEX OR EXTORTION    51  Sex Sells    7How Communication Has Changed    10Your Customers Control Your Brand    and Your Messaging    10Tell Your Story Without Spin    12Use the Formula of Fiction Writing to Tell Company Stories    15Take Your Story from Idea to Concept    16Develop Company Characters    172  The Google Drama    27Along Came Panda    28And Then Came Penguin    29Marathon Mentality    32When Duplicate Content Gets You in Trouble    33What Constitutes High-Quality Content?    353  Shareable and Valuable Content Creation    37Paid Media    39Earned Media    40Shared Media    43Owned Media    44Create Calls-to-Action    46Shareable and Valuable Content    50The News Release    54Part II  SCAMMERS, LIARS, AND BEGGARS    574  Whisper Campaigns and Anonymous Attackers    59Trolls and Anonymous Attackers    64Public Attackers    66The Trolls, Critics, and Attackers    69Seven Steps to Dealing with Criticism    715  Media Manipulation    75Build Relationships and Let the Rest Fall into Place    77DIY Media Relations    806  The Dark Side of Content    83Content Farms and Robots That Write    86The People Who Steal Your Content    87Manage the Content Scrapers    89Plain Old Plagiarism    91Safely Syndicating Your Content    92Part III  YOUR BRAND; YOUR CUSTOMERS    957  Your Customers Control the Brand    97Understand What Your Customers Think About You    99Communications Done Well    100Your Customers Are Active and Pas
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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 Suckswill teach you how to communicate honestly, responsibly, openly, and authentically…and trulyearnthe 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 humansandGoogle
  • 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 Dietrichis 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 forCrain'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 ofMarketing in the Round, released by Que Publishing in May, 2012.