Sex, Extortion, Liars, and Spin
Spin. It is often used to describe the work of a PR professional and their ability to manipulate a story to benefit themselves or a client. Unfortunately, in some circles it has become synonymous with lying.
In the new book Spin Sucks: Communication and Reputation Management in the Digital Age, author Gini Dietrich offers an alternative to destructive spin: Clear, transparent, and honest communication, which she says is far more effective in today’s digital age.
Dietrich is the founder and CEO of Arment Dietrich, Inc., a digital marketing communications agency with international scope. She’s also the chief blogger at Spin Sucks, a globally-recognized public relations blog.
This book teaches readers how to share powerful stories, humanize their organizations, communicate honestly, beat back whisper campaigns, deal with negative comments and reviews, and use brand ambassadors. It also instructs readers on how to integrate paid, earned, shared, and owned media to have the biggest return-on-investment.
“Whether you are a B2B, B2C, or non-profit organization, your customers expect authenticity and honesty,”says Dietrich.“Today’s tools make transparent communications not only easier, but necessary. Many of the social media crises we hear about happen because business leaders take the‘ignorance is bliss’approach. The world has changed. It’s time to communicate differently.”
The key behind the book is action.
“I want a very busy business leader or communications director to read this book and think,‘You know, there are some things here I can start doing right now,’”says Dietrich.“If the reader runs an organization, the goal is to take away the mystery behind PR and provide the metrics, tools, and best practices for which a PR professional or team should be held accountable. If the reader is a communications professional, there are many tips and tools to be able to advance one’s career.”
Fans of the blog Spin Sucks will find themselves on familiar territory. However, they will receive in the book a concise and central repository of practical, helpful tips laced with brand new stories and anecdotes.
“Spin Sucks does an excellent job of capturing the art of communication in our digital lives, business and otherwise, and does so from a practical point-of-view,” said Jure Klepic, business marketing and social media strategist/consultant. “Dietrich's expertise in the field is clearly conveyed via her vast, in-depth knowledge of public relations, crisis communications, and digital reputation management - all invaluable in our fast-paced, web-based world.”
Dietrich’s truly innovative approach to digital marketing and public relations will give even the most experienced marketing director something new to think about.
Spin Sucks: Communication and Reputation Management in the Digital Age, published by Que Publishing, is available March 29 via Amazon, Barnes & Noble, 1-800-CEO-READ, and other bookstores.
