IABC Announces New Partnership With Spin Sucks to Bring PESO Model® Resources to Members
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CHICAGO, IL (5 February 2026) — The International Association of Business Communicators (IABC) today launched a new partnership with Spin Sucks, the communications consultancy behind the widely recognized PESO Model®, to provide IABC members with expanded access to tools, training and insights that support modern, integrated communication strategies.
Through the partnership, IABC members will gain exclusive access to PESO Model resources designed to help communicators plan, execute and measure earned, shared, owned and paid media in a more strategic and cohesive way. The PESO Model is used globally by communication professionals to strengthen alignment across channels and demonstrate business impact.
“As communication continues to evolve, our members are looking for practical, proven frameworks they can apply immediately,” said Peter Finn, IABC Executive Director. “This partnership with Spin Sucks reinforces IABC’s commitment to equipping communicators with relevant tools that help them deliver results and demonstrate the value of communication within their organizations.”
Spin Sucks developed the PESO Model to address the growing complexity of today’s communication landscape, where audiences engage across multiple platforms and channels. The framework emphasizes integration, intentional planning and measurable outcomes — priorities that closely align with IABC’s focus on strategic communication and professional excellence.
“Channel-by-channel planning doesn’t work in an AI-influenced world," says Gini Dietrich, Founder and CEO of Spin Sucks. "Communicators need a system that turns scattered tactics into coordinated programs they can measure and defend. Partnering with IABC lets us put the PESO Model—and the training to implement it—into the hands of members who want their work to scale."
The partnership supports IABC’s mission to connect communication professionals with the insights, resources and people they need to advance their careers and the profession. Additional resources and learning opportunities will be rolled out throughout the year.
To learn more about the partnership and member benefits, visit this partnership landing page.
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About IABC
Setting a standard of excellence since 1970, the International Association of Business Communicators (IABC) is a vibrant global membership association with thousands of members from across the globe. IABC programming, delivered locally and globally through chapters and regions, includes certification and awards to provide communications benchmarks for business executives. Focused around the Global Standard (ethics, consistency, context, analysis, strategy and engagement), IABC helps guide careers and advance the profession.
About Spin Sucks
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.