What We’ll Cover:
What communicators need to know about visibility, credibility, and trust in today’s AI-influenced landscape.
Why traditional channel-first planning no longer works — and what to use instead.
How the PESO Model® integrates paid, earned, shared, and owned media into one strategic system.
Real-world examples of PESO in action (and where most teams go wrong).
How to move from disconnected tactics to coordinated, measurable communications programs.
How the PESO Model® supports both individual contributors and senior leaders.
Practical ways IABC members can apply PESO immediately — regardless of team size or budget.
Who This is For:
Communications professionals managing multiple channels and stakeholders.
Practitioners who feel stuck in execution mode and want to be more strategic.
Leaders responsible for proving the impact of communications work.
IABC members looking for modern frameworks that actually scale.
Links:
The Spin Sucks Blog
About the PESO Model
PESO Model Certification©
Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model® and has crafted a certification for it in collaboration with Syracuse University. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast. She also holds "legend" status on Peloton.