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Spin Sucks: Communication and Reputation Management in the Digital Age (Que Biz-Tech) Paperback – February 25, 2014
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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.
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“Spin Sucks” is the type of book I wish I had read when I was starting out in marketing. It is filled with practical and tactical marketing communications advice delivered with wit and wisdom. Dietrich covers paid, earned, shared, and owned media communications, as well as an important chapter on crisis communications. “Spin Sucks” contains checklists, case studies, anecdotes, and practical techniques that are applicable to both small business and nonprofit marketing. If you are new to online marketing or a marketing student, you will devour this book and refer back to it often.
“Imagine a universe,” Dietrich writes, “where every letter, punctuation mark, word sentence, paragraph, and page is a commodity. No longer is it about writing copy that is interesting and compelling. It’s about who can write the most words in the shortest time. If those words have lots of keywords in them, all the better. Writers are paid not by technical, valuable, educational or interesting content, but based on the number of words.”
Given the millions of pieces of marketing and PR content shared and ignored online every day, the explosion of connected devices, and a person’s 8 second average attention span, this universe is closer than you think. Marketers today are competing in an environment of content shock and schlock. “Spin Sucks” will help you keep your head above water in this environment.
For more than 70 years, the practice of public relations was fairly static. The majority of the time was spent building relationships with journalists to get press coverage.
In that world, there was paid media and earned media. Paid was, for the most part, advertising. Earned was the press you got.
But in recent years the PR industry has been turned on its head like never before. The lines between marketing, advertising, digital and PR are blurring. And, there are now two new kids on the block to go with paid and earned media: owned media and shared media.
Shared media is what we all know as social media. Owned media is what you control on your website like blogs, webinars, ebooks, videos, podcasts, newsletters, etc..
Organizations that don’t figure out how to effectively converge those four media types are at a huge disadvantage.
This book shows you how to converge those four media types and is written for business leaders who need to better understand how the industry is changing, what to expect from the PR professionals you hire, and what kind of return you’ll have for time and money spent by hiring PR pros.
If you job description includes public relations, or you pay PR people, you’ll be glad you read this book.
And, to listen to an interview with Gini Dietrich about "Spin Sucks," visit MarketingBookPodcast.com
Gini Dietrich has captured that feeling in her new book, Spin Sucks: Communication and Reputation Management in the Digital Age. It took me back to my youth and also woke me up as to the dangers that lurk in the world of social media.
Her experience in building the Arment Dietrich Firm and her #1 in the world PR Blog, [...], have given her a deep pool of experiences to pull from and share. She combines stories of PR success and blunders with insightful ideas about what went right or wrong as the case might have been.
She addresses issues like “truth-stretching”, dealing with whisper campaigns and trolls, how to show appreciation to your brand ambassadors, and how to keep others from stealing your content (Something I worry about). And it isn’t just talking about what might happen or has happened to others, but she gives guidance the reader can use when these situations arise. It’s the sort of book that I found incredibly helpful and I can imagine that anyone doing business in the age of instant information should read to help them thrive.
I chose this books because I’m a fan of the Spin Sucks blog and because I want to sell more of my own books. I wanted to learn more about the world of public relations, especially with regards to how it works with social media. It did not disappoint.
It’s the sort of book that I’ll return to over and over again. I don’t have any background in Public Relations and this was the most helpful part to me. Spin Sucks gave me a greater understanding of how much broader the field is and what one can expect from an agency.
For me it was easily a five star read.