Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm.
Gini is the author of the award-winning PR and marketing blog, Spin Sucks which recently turned nine years old.
She is also the founder of the professional development site for PR and marketing pros, Spin Sucks Pro, and is co-author of the book Marketing In the Round. And, she is a co-host of Inside PR, a weekly podcast about communications, social media, and where they all meet and intersect.
For more than 70 years, the practice of public relations was fairly static. The majority of the time was spent building relationships with journalists to get press coverage.
In that world, there was paid media and earned media. Paid was, for the most part, advertising. Earned was the press you got.
But in recent years the PR industry has been turned on its head like never before. The lines between marketing, advertising, digital and PR are blurring. And, there are now two new kids on the block to go with paid and earned media: owned media and shared media.
Shared media is what we all know as social media. Owned media is what you control on your website like blogs, webinars, ebooks, videos, podcasts, newsletters, etc..
Organizations that don’t figure out how to effectively converge those four media types are at a huge disadvantage.
This book shows you how to converge those four media types and is written for business leaders who need to better understand how the industry is changing, what to expect from the PR professionals you hire, and what kind of return you’ll have for time and money spent by hiring PR pros.
If you job description includes public relations, or you pay PR people, you’ll be glad you read this book.
Four types of media:
Brief by Joseph McCormackContent Inc. by Joe Pulizzi (Marketing Book Podcast interview)
Gini's Website (SpinSucks.com)