For too long, marketing and communications have been judged by clicks, impressions, and vanity metrics. But those numbers don’t move a boardroom.
Executives talk about pipeline, revenue, market share, and shareholder value. If your work isn’t tied to those outcomes, you’re invisible where it matters most.
In this episode of the Spin Sucks Podcast, Gini Dietrich introduces The Visibility Engineer’s Manifesto—a new operating model for comms and marketing leaders. You’ll learn how to replace outdated reporting with PESO-driven visibility that proves growth in the language executives actually care about.
What you’ll hear:
Why CEOs and CFOs rarely mention marketing on earnings calls
How AI-powered discovery is reshaping visibility and trust
The 11 principles every Visibility Engineer must follow
One Day 1 action step you can take right now
Download the Manifesto PDF here: https://spinsucks.com/communication/visibility-engineer-manifesto/
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Meet Your New Buyer Persona: ChatGPT (And Its Friends)
For decades, we’ve built personas around titles, demographics, and buyer journeys. But today, your most important persona doesn’t have a job title—it has an algorithm.
In this episode, Gini Dietrich explains why AI platforms like ChatGPT, Gemini, and Perplexity are no longer just tools—they’re the gatekeepers shaping your category.
You’ll learn:
Why AI personas are necessary today
How these platforms “think” and what they reward
What CMOs and comms leaders need to do differently
Four practical steps you can run in 90 days to show up in AI results
How to lock in your category narrative before competitors do
If you’re not influencing the machines, you’re not influencing the people.
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Structured Trust Is the New Currency of Reputation
Your reputation isn’t just what people say anymore—it’s what machines decide is true.
In this episode of Spin Sucks, Gini Dietrich explains why structured trust is the new currency of reputation—and how AI tools are already encoding your brand. If your data is inconsistent, outdated, or missing, you’re invisible (or worse, misrepresented).
She covers what structured trust actually means (and why it matters), how machines decide if your brand is credible, the risks of ignoring structured trust, practical steps to build a “source-of-truth” page, use schema markup, and publish citation-ready content, and how to measure if your efforts are working.
If AI were asked who you are…would it get the answer right?
GEO, Trust, and the PESO Model: Why It Still Works (and What’s Changed)
PR is powering AI visibility—and communicators are more essential than ever.
In this episode of the Spin Sucks podcast, Gini Dietrich breaks down how brand mentions, structured trust signals, and consistent PESO execution are shaping whether your brand shows up in AI-generated answers. The tools may have changed, but the strategy? Still rock solid.
You’ll walk away with:
A more clear understanding of Generative Engine Optimization (GEO)
A checklist for improving AI discoverability
A smarter way to align your PESO strategy across platforms
Hope (yes, really) that your role is more valuable than ever
Subscribe, share, and get ready to run your same strategy—at machine scale.
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