Earned media is the 2nd step in the PESO Model. It serves to build awareness and attribution. Gini Dietrich describes how it begins to integrate with the other media types... Read More

Justice Ginsburg fought for equal rights, regardless of gender, but her work is not done. Gini Dietrich describes everything we have left to do to help women in this country continue to have rights. ... Read More

PR as the art of securing trust at scale. While that’s a very specific objective, Scott Baradell explains why it opens up limitless possibilities for PR professionals to helps organizations reach its goals... Read More

In this week's Survive and Thrive, Ashleigh Burskey talks about how this time has allowed her to reposition her agency and grow in new ways... Read More

Though paid media is the first in the PESO model acronym, it actually begins with owned media. Gini Dietrich describes how to start your content integration... Read More

If we’ve learned anything in the era of fake news, manipulated videos and images, and full-on social media terrorist attacks, it’s that just about anything can happen. Gini Dietrich shows you how to manage a crisis that happens through no fault of your own... Read More

This guide from guest authors Natalia Flores and Gina Luttrell explains the biggest mistakes communicators make when considering diversity in their campaigns (and how to fix them)... Read More

In this week's Survive and Thrive, Shawna McGregor talks about how an essential industry (cannabis) has helped her survive this crazy time we are in... Read More

It's the 14th birthday (hullabaloo) of Spin Sucks and you're invited to join the celebration. Gini Dietrich talks about results to date, and what a blog does as a teenager... Read More

The PESO model is widely used by the PR industry, but it's not often it's used to the fullest extent. Gini Dietrich has a week-by-week breakdown on how to use it effectively... Read More