GEO, Trust, and the PESO Model: Why It Still Works (and What’s Changed)
PR is powering AI visibility—and communicators are more essential than ever.
In this episode of the Spin Sucks podcast, Gini Dietrich breaks down how brand mentions, structured trust signals, and consistent PESO execution are shaping whether your brand shows up in AI-generated answers. The tools may have changed, but the strategy? Still rock solid.
You’ll walk away with:
A more clear understanding of Generative Engine Optimization (GEO)
A checklist for improving AI discoverability
A smarter way to align your PESO strategy across platforms
Hope (yes, really) that your role is more valuable than ever
Subscribe, share, and get ready to run your same strategy—at machine scale.
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Why Comms Pros Are the New Visibility Engineers
Your job title hasn’t changed. But your responsibilities have.
In today’s episode of the Spin Sucks podcast, Gini Dietrich breaks down what it means to be a Visibility Engineer—and why communications pros are now at the center of AI-driven brand discovery.
You’ll learn:
Why 95% of AI citations come from non-paid sources (and how to get yours included)
How to translate traditional comms skills into strategic AI visibility
What new KPIs matter—like citation velocity, AI brand summaries, and misinformation risk
How to use the PESO Model to engineer visibility across search, summaries, and smart assistants
Plus, we’ll share a “day in the life” of a visibility engineer and give you a tactical roadmap to start applying this thinking inside your own org.
Join the Spin Sucks Community for deeper discussions: https://spinsucks.com/spin-sucks-community Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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Why Speed Matters in Crisis Comms: Lessons from a Kiss Cam Gone Viral
What do you get when you combine a Coldplay concert, a viral Kiss Cam moment, a silent startup, and Gwyneth Paltrow?
A crisis communications case study for the ages.
In this episode of the Spin Sucks Podcast, Gini Dietrich breaks down the real-time brand meltdown sparked by a now-infamous Kiss Cam and what every comms pro can learn from it.
You'll learn why timing is everything, how to prevent an awkward moment from becoming a full-blown scandal, and what to do when your CEO trends on TikTok.
We’ll cover:
How to build a proactive crisis plan (before it’s too late)
What to do in the first hour of a PR firestorm
Why silence is no longer strategicHow to keep a moment from spiraling into a movement (or how to prevent an issue from becoming a crisis)
Whether you’re crisis-tested or just crisis-curious, this episode will help you stay ready, stay fast, and stay in control of your narrative.
Listen in—before your brand becomes the next internet punchline.
Join the Spin Sucks Community for deeper discussions: https://spinsucks.com/spin-sucks-community Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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Invisible to AI = Invisible to Customers: The New Discoverability Crisis
AI doesn't see you if your marketing content is brilliant but disconnected. And if AI doesn’t see you, neither do your customers.
In this episode of the Spin Sucks podcast, Gini Dietrich unpacks the discovery crisis—how AI is quietly reshaping the buyer journey, and what it means for brands that haven’t integrated their content strategies. Spoiler alert: the old SEO playbook won’t cut it.
Join the Spin Sucks Community for deeper discussions: https://spinsucks.com/spin-sucks-community Follow Spin Sucks on LinkedIn, TikTok, and Instagram for weekly tips.
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