Gini Dietrich

The Communicator’s Playbook: Implement a PESO Model Program

By: Gini Dietrich | January 2, 2020 | 
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The Communicator's PlaybookHappy New Year!

I hope you all had a restful, relaxing, and fun holiday season.

And that your brain is refreshed and you have renewed energy to kick this new year—and new decade—in the butt!

To help you do that, we are ready to launch the Spin Sucks 30-Day Communications Challenge with you.

Are you ready? Have you signed up yet?

If not, this article is for you.

When a Google Doc Becomes a Book

Exactly three years ago, we launched the 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 have worked on it, side-by-side, with you every year since.

And, in true Spin Sucks fashion, we take it up a notch every year.

In 2018, when we launched The Communicator’s Playbook (which was really just a Google doc formatted by headlines and subheads), it was with the idea of helping participants do the work, stay up on the homework, and work at their own pace (if they were so inclined).

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

And an eBook we created…and then some.

In its third version, The Communicator’s Playbook, is complete with videos, step-by-step instruction, the Spin Sucks community,  tutorials from Agility PR Solutions, and more.

The Communicator’s Playbook

The Communicator’s Playbook: A Step-by-Step Process for Implementing an Integrated PESO Model Program is a beast of a book.

In fact, that’s what I refer to it as internally.

“Has the beast been updated?”

“What else do we need to add to the beast?”

“Is the beast ready for my review?”

IT IS A BEAST!

And it’s the only thing you will need to get your 2020 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 $30, you can create the finest communications plan in the history of your career (until next year when we take it up another notch).

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 $30 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 a 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.