Spin Sucks: Communication and Reputation Management in the Digital Age / Edition 1

Spin Sucks: Communication and Reputation Management in the Digital Age / Edition 1

by Gini Dietrich
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Spin Sucks: Communication and Reputation Management in the Digital Age / Edition 1

Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications!

Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities.

Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do. No matter what your organization does, Dietrich will help you:

  • Share your story more powerfully—without sex, extortion, or “truth-stretching”
  • Humanize your organization, even if you don’t have outsized personalities
  • Tell the truth, using the best techniques honed by centuries of storytellers
  • Overcome whisper campaigns, anonymous attackers, and trolls
  • Create fresh, honest content that’s compelling to both humans and Google
  • Systematically prepare yourself to engage more successfully online
  • Clarify and close gaps between your message and your customer’s perception
  • Celebrate your brand ambassadors
  • Master seven steps for handling online criticism, and transforming critics into fans
  • Keep others from stealing your great content
  • Learn actionable lessons from others’ successes (and failures)
  • Develop more positive, productive agency (or client) relationships
  • Converge paid, owned, earned, and shared media—and get more value from all of them


Product Details

ISBN-13: 9780789748867
Publisher: Que
Publication date: 03/20/2014
Series: Que Biz-Tech Series
Pages: 304
Sales rank: 665,589
Product dimensions: 6.00(w) x 8.80(h) x 0.60(d)

Table of Contents

Introduction 1


1 Sex Sells 7

How Communication Has Changed 10

Your Customers Control Your Brand and Your Messaging 10

Tell Your Story Without Spin 12

Use the Formula of Fiction Writing to Tell Company Stories 15

Take Your Story from Idea to Concept 16

Develop Company Characters 17

2 The Google Drama 27

Along Came Panda 28

And Then Came Penguin 29

Marathon Mentality 32

When Duplicate Content Gets You in Trouble 33

What Constitutes High-Quality Content? 35

3 Shareable and Valuable Content Creation 37

Paid Media 39

Earned Media 40

Shared Media 43

Owned Media 44

Create Calls-to-Action 46

Shareable and Valuable Content 50

The News Release 54


4 Whisper Campaigns and Anonymous Attackers 59

Trolls and Anonymous Attackers 64

Public Attackers 66

The Trolls, Critics, and Attackers 69

Seven Steps to Dealing with Criticism 71

5 Media Manipulation 75

Build Relationships and Let the Rest Fall into Place 77

DIY Media Relations 80

6 The Dark Side of Content 83

Content Farms and Robots That Write 86

The People Who Steal Your Content 87

Manage the Content Scrapers 89

Plain Old Plagiarism 91

Safely Syndicating Your Content 92


7 Your Customers Control the Brand 97

Understand What Your Customers Think About You 99

Communications Done Well 100

Your Customers Are Active and Passionate 102

Your Brand Is How Customers Feel About You 104


8 The Convergence of Media 109

The Convergence of Media 110

On-Page SEO for Your Content 112

What Is On-Page SEO? 113

How Does On-Page SEO Work? 114

Content of the Page 114

The Title Tag 115

The URL 115

The Images’ Alt Texts 116

Tools to Use 116

Shared Media Through Community 116

9 Crisis Communications: Trolls, Critics, and Detractors 119

Tips for Managing an Issue 125

Begin to Repair Your Online Reputation 128

10 The Future of Communications 137

Real-Time Marketing 139

PR Becomes More Tangible 141

Content Marketing Evolves 142

Index 147

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Spin Sucks: Communication and Reputation Management in the Digital Age 5 out of 5 based on 0 ratings. 5 reviews.
PattiA11 More than 1 year ago
Spin Sucks by Gini Dietrich shows businesses how to effectively execute marketing and communications strategies in today’s digital-savvy world. It covers a broad range of topics, including the latest change to Google algorithms and their effects, how to keep an issue from becoming a crisis, making social media work for you, writing great content for the web and protecting it, search engine optimization, and so much more. The author makes the information easy to digest, with real-life and fictional examples. But she doesn’t just break everything down for you, she takes it a step further and tells you how to implement it and which tools are best based on her personal experience with her own marketing and communications firm, Arment Dietrich. Whether you are the CEO or the administrative assistant or somewhere in between, if you’re part of any business, you will gain valuable insight from this book. I know I did.
Anonymous More than 1 year ago
BadKat More than 1 year ago
Great outline of today's online marketing world - content marketing, SEO, social media, crisis management, how to repair your online reputation, and more. Information is illustrated with real-life examples. Actionable insights that can be applied to your business today.
Anonymous More than 1 year ago
Anonymous More than 1 year ago