Spin Sucks + PESO Model Partnership

The PESO Model is an integrated communications and marketing framework that helps brands build visibility, credibility, and trust by unifying paid, earned, shared, and owned media.
Created by Spin Sucks, the PESO Model gives marketers and communicators a straightforward way to plan, execute, and measure what matters—so your work shows up in boardrooms and search results (even the AI-generated ones).

We are thrilled to announce a brand new partnership between IABC and Spin Sucks, the creator of PESO Model® Certification! IABC members now have access to the updated PESO Model® Certification at an exclusive member rate of $1,099 USD ($401 savings).

The PESO Model is an operating system for integrated communications — built to help you connect owned, earned, shared, and paid efforts into one measurable plan. The updated certification includes modern workflows, implementation tools, and measurement tied to business outcomes, designed for today’s communications environment, including AI-driven discovery.

IABC Members, log in to your profile and return to this page to access your exclusive member pricing and instructions on how to take advantage of it.

Spin Sucks was founded by Gini Dietrich in 2006 as a blog. Today the Spin Sucks brand includes The Spin Sucks Podcast with Gini Dietrich, the PESO Model® and its accompanying PESO Model® Certification, the Spin Sucks blog, the Spin Sucks book, and the Spin Sucks Community.

Spin Sucks educates and elevates the communications industry with the latest in trends, insights, market reports, and tactical advice. The Spin Sucks brand has a loyal, engaged following that adds to the community’s brain trust and lively discussions. Promoting industry ethics will forever be our North Star.

In 2020, we partnered with the S.I. Newhouse School for Public Communications to bring a certification to professionals who have learned how to correctly and effectively implement the PESO Model®, a framework we developed. We haven’t stopped. Stay tuned for future launches, partnerships, and professional development as our work to inform and inspire the communications industry has just begun.
 

About The PESO Model

About Spin Sucks

 

About Gini Dietrich

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 the S.I. Newhouse School for Public Communication at Syracuse University. She is co-author of Marketing in the Round and co-host of The Agency Leadership podcast. She also holds “legend” status on Peloton.