Gini Dietrich

The Communicator’s Playbook: Implement a PESO Model Program

By: Gini Dietrich | January 3, 2018 | 

The Communicator's PlaybookHappy New Year!

I hope you all had a restful, relaxing, and fun holiday season, despite the entire country being frozen.

It’s funny to watch the “it’s colder here than there” debates on Facebook.

Look, it’s 20 degrees in Florida. Yes, it’s far colder in Chicago, but we are built for it.

The people in Florida don’t own sweaters or coats. I doubt they even have heat (do you have heat?).

There is no reason to say it’s colder in Chicago. We own coats (multiples) and sweaters (multiples). We even have more than one pair of wool socks.

I feel for those of you who aren’t used to this cold. Remember me if I ever have to live through 90+ degree weather.

But, this article is not about the weather.

Rather, it’s about starting the new year off right with the Spin Sucks 30-Day Communications Challenge.

When an eBook Becomes a Real Book

Exactly one year ago, we launched the 2017 30-Day Communications Challenge in an effort to help you jumpstart your year.

We had 502 people participate and we were able to start using Slack as a private place to have business conversations.

It rocked!

It was so well received and so well done by those who participated, we decided to do it again this year—and take it up a notch.

When we initially talked about taking it up a notch in October, it seemed like a really good idea.

The idea was to create an eBook that helped people do the work, stay up on the homework, and work at their own pace (if they were so inclined).

We also found that most people dropped off around the middle of the month last year so we wanted to provide a resource that would prevent that from happening this year.

And an eBook we created…and then some.

The week before Christmas, it no longer sounded like a great idea.

The eBook is no longer an eBook.

It’s a real book, complete with videos, step-by-step instruction, a contest with prizes, a private Slack group, tutorials from BuzzSumo, and more.

In fact, it’s become so much bigger than an eBook, we renamed it.

The Communicator’s Playbook

It is now The Communicator’s Playbook: A Step-by-Step Process for Implementing an Integrated PESO Model Program.

Say that five times fast!

Internally, I am now calling it The Beast of a Book—and that’s what it is.


And it’s the only thing you will need to get your 2018 communications plan down on paper.

Once you are finished reading the book—and doing the homework—you will have a fully executable plan that will help you kick serious butt this year.

Here is what you can expect in The Communicator’s Playbook, should you accept our challenge…

Section One: Business Planning

  1. Define Your Brand Values
  2. The Organization’s Passion and Niche
  3. What Does Success Look Like? 
  4. Built to Succeed
  5. The Next Three Years
  6. Your 2018 Plan Benchmarks
  7. Define Your Mission
  8. Vision
  9. Define Your Brand Voice
  10. Determine Your Brand Qualifiers
  11. Draft Brand Personas
  12. Complete a SWOT Analysis 
  13. Create SMARTER Goals
  14. Rocks
  15. Issues List

Section Two: PESO Model Planning

  1. Review of the PESO Model
  2. Start with Owned
  3. Create Your Content Plan
  4. Research Your Content Plan
  5. Integrate Owned and Earned Media
  6. Customizing Your Media Pitches
  7. Social Media Channels
  8. Social Media Schedule
  9. Paid Social Plan
  10. Facebook Ad Deep Dive
  11. Content Amplification
  12. Authority Ties it All Together

Section Three: Measurement

  1. Measuring PESO Model Effectiveness
  2. Plan-on-a-Page
  3. Present Your Plan

The Choice is Yours

We officially begin the challenge today, but you can buy the book any ol’ time you like.

For a mere $22, you can create the finest communications plan in the history of your career (until next year when we decide to take it up another notch and, come December 22, I’ll realize I didn’t learn my lesson this year when we’re still working on it).

Or, if you prefer to go it alone, you can join the free 30-Day Communications Challenge.

It is a daily email with homework and writing prompts to help you get your thoughts on paper.

If it were me, I’d spend $22 on The Communicator’s Playbook so I could work at my own pace and get the extra help.

But I’m also biased because it’s our beast of book and I know all of the amazing things that are included in it.

The choice is yours: the free daily email challenge or the beast of a book that includes videos and instruction.

Either way, we hope to see you on this journey and look forward to working with everyone who is participating for the next 30  days!

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 also has run, built, and grown an agency for the past 14 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.