1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="hqp9Bi0mzl"><a href="https://www.buzzstream.com/blog/peso-model-podcast/">Embracing the PESO Model to Join PR and SEO with Gini Dietrich</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/peso-model-podcast/embed/#?secret=hqp9Bi0mzl" width="600" height="338" title="“Embracing the PESO Model to Join PR and SEO with Gini Dietrich” — BuzzStream" data-secret="hqp9Bi0mzl" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); /* ]]> */ </script> https://www.buzzstream.com/wp-content/uploads/2025/06/gini-dietrich.png1280720When I think about the people shaping the future of PR and marketing, Gini Dietrich is always at the top of the list. She’s the founder of Spin Sucks, creator of the PESO Model, and one of the most consistent voices advocating for an integrated, outcome-driven communication strategy within marketing. And yet, I’ve noticed a gap that still exists across marketing teams today. So when I shared our State of Digital PR report with her and saw how fired up she got about the lack of collaboration between PR and the rest of the marketing org… I knew we had to record that conversation. The PESO Model only works when paid, earned, shared, and owned media are integrated, not siloed. Most marketers stop at publishing content without a distribution strategy, which is why it fails. Collaboration across PR, SEO, and brand teams is still rare, holding everyone back. Traditional PR sometimes avoids tying efforts to revenue, which weakens its influence in the business. Paid media gets the credit because it’s easiest to measure, but doesn’t build long-term brand equity. Multi-touch attribution is essential to show how PR contributes across the entire customer journey. Building brand authority takes time and coordination, but it pays off in sustained visibility and trust. PR is becoming more essential as Google prioritizes experience, expertise, authority, and trust. What is Spin Sucks? Gini Dietrich: Sure. So Spin Sucks is it started as a blog. We were in this weird season, I would say, where. Social media was becoming a thing and executives were like, I think this social media thing is just for the kids and we don’t really need to worry about it for our business. So you had that going on. You had this whole idea of owning your narrative and controlling your brand […]