A PESO Model® Primer for Marketers and Communicators

The PESO Model® isn’t outdated—but many implementations are. In this episode, Gini Dietrich explains how the PESO Model has evolved from a framework into a marketing operating system designed for today’s reality: fewer journalists, more creators, AI-driven discovery, fragmented trust, and rising expectations for measurement.

Sir Martin Sorrell said, “PR is dead.” The PR industry responded. And the real issue isn’t whether he’s right—it’s why that line even sounds believable to leadership. In this episode, Gini Dietrich separates publicity from PR, unpacks why executives often treat PR as a replaceable distribution channel, and explains what modern PR actually does in 2026: it builds credibility that compounds, educates LLMs, engages humans, and drives revenue by reducing friction in the buyer's journey.  Plus, she shares exactly what to do about it—how to frame PR in executive language and what to measure instead of impressions and “hits.”

The PESO Model® has evolved—and that evolution matters more than ever in 2026. As AI accelerates execution and marketing teams are asked to deliver more with fewer resources, the real challenge isn’t whether to use AI. It’s whether your organization has a system strong enough to govern it. In this episode, Gini Dietrich explains how the PESO Model has evolved from a framework into an operating system—one that helps senior marketers integrate AI, align teams and agencies, and measure what actually drives business outcomes.

Most visibility programs fail because teams don’t know what to measure—or they measure too much, too late. In this final episode of the Visibility Engineering series, Gini Dietrich breaks down three simple metrics that tell you whether your work is driving real pre-pipeline demand. No dashboards. No spreadsheets. Just signal.

You’ve built your anchor hubs, clarified your experts, and added external proof. Now Gini Dietrich shows you how to put your credibility into circulation—not by posting more, but by boosting only what your audience proves they value. This is the week visibility engineering shifts from theory to traction. Tune in and learn how to let your audience show you exactly what to amplify.

Saying “we’re the leading provider” isn’t a strategy. Corroboration is. In this episode, Gini Dietrich explores how to build corroboration loops—the external proof points that show up in trade outlets, creator newsletters, podcasts, and partner channels, and all lead back to your best content. If you’re a senior marketer or communicator trying to move beyond vanity metrics and random thought leadership, this episode will help you turn content into a credibility engine.

Does your website read like a committee of ghosts wrote it? Logos, vague promises, stock photos—and no real humans your audience can actually trust? In this episode of the Spin Sucks Podcast, Gini Dietrich introduces author footprints: a simple way to turn your internal subject-matter experts into visible, credible sources for both humans and AI.

Most buying happens before a call—so if you’re not answering buyer questions up front, the algorithms (and the humans) move on. Gini Dietrich provides a no-fluff visibility engineering sprint to help you prepare for a January launch.

Most of the decision happens before sales. In this episode, Gini Dietrich breaks down Visibility Engineering and how to use the PESO Model© to build anchor hubs that become the safest thing to cite, earn analyst/AI reuse, and measure results. You’ll leave with a copy-and-paste Anchor Hub outline and a 30-day action plan.

In a collapsed-funnel world, “action-oriented” isn’t a button—it’s a byproduct of trust. Today, Gini Dietrich digs into how reputation becomes rank (and revenue), the metrics that prove it, and a simple PESO Model© sequence to lower your cost to convert. Share this episode with a friend, exec, or client who’s stuck debating brand vs. performance.