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Gini Dietrich on the Rocky Road of Reimagination of PR

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When we talk about reimagination, Gini Dietrich is one of those people whose story fits perfectly.  She started in traditional PR, and became the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm and the author of the top PR blog, Spin Sucks.

But if you’re wondering what an ‘integrated marketing communication firm’ actually is in relation to PR, you’re not alone. Today Gini talks with Danny about how she’s reimagining the often misunderstood industry of PR, and how you can apply her innovations to your own business.


Download the transcript here.

  • At 5:20 – Gini rips away the curtain about what the PR industry actually is, and what they do.
  • At 8:40 – The myth of separate silos for advertising, sales, brand, PR, etc., leads to a complete lack of vision and scale for the whole company.
  • At 10:40 – There might be fewer silos in small businesses, but they’re just as devastating – sometimes even more so – and why that is.
  • At 14:35 – Gini reveals how she started her company without a clear vision, and why that might not be such a bad thing.
  • At 18:00 – Gini’s shocking business strategy change that cost her all but two of her clients, but ended up doubling her return shortly after.

About Audra Casino

Audra Casino is a broadcast professional with 20 years of experience in performance, showrunning, and audio production. She got her start at a tiny radio station in the middle of nowhere, then worked her way up to the fifth largest broadcast market in the US. From there, Audra made the lateral step into podcasting, with the determination to bring professional audio and performance skills to an increasingly competitive market. Her vision is to work with people who are passionate about storytelling and communication, and to help give them the edge they need to make great podcasts, engage with their fans, and support their passions.

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