Paving a new path can be difficult, especially when people are resistant to change. This week Melissa talks to Gini Dietrich, the founder, CEO, and author of Spin Sucks, to discuss how she pioneered a new way to look at communication integration with the PESO Model™.

About Gini:
Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model™ and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

Topics covered:
- The origin of the PESO Model™
- Benefits of PESO Model Certification™
- What pros get wrong about communication planning
- How to implement the PESO Model™ in strategy

Actions to take:
- Don't be a friend, be an advisor
- Make time to invest in your professional development
- Embrace integration
- Repurpose content
- Trust your instincts
- Unlearn your behaviors

Resources mentioned:
- Spin Sucks
- PESO Model™
- PESO Model Certification™
- Christopher Penn
- LinkedIn Newsletter
- MVW Communications
- PR Pro Gear