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Spin Sucks: Communication and Reputation Management in the Digital Age
- By Gini Dietrich
- Published Feb 25, 2014 by Que. Part of the Que Biz-Tech series.
Book
- This product currently is not for sale.
Description
- Copyright 2014
- Dimensions: 6" x 9"
- Edition: 1st
- Book
- ISBN-10: 0-7897-4886-X
- ISBN-13: 978-0-7897-4886-7
Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications!
Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities.
Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do. No matter what your organization does, Dietrich will help you:
- Share your story more powerfully—without sex, extortion, or “truth-stretching”
- Humanize your organization, even if you don’t have outsized personalities
- Tell the truth, using the best techniques honed by centuries of storytellers
- Overcome whisper campaigns, anonymous attackers, and trolls
- Create fresh, honest content that’s compelling to both humans and Google
- Systematically prepare yourself to engage more successfully online
- Clarify and close gaps between your message and your customer’s perception
- Celebrate your brand ambassadors
- Master seven steps for handling online criticism, and transforming critics into fans
- Keep others from stealing your great content
- Learn actionable lessons from others’ successes (and failures)
- Develop more positive, productive agency (or client) relationships
- Converge paid, owned, earned, and shared media—and get more value from all of them
spinsucks.com
Sample Content
Online Sample Chapter
Whisper Campaigns and Anonymous Attackers: Identifying and Handling Social Media PR Threats
Sample Pages
Download the sample pages (includes Chapter 4 and Index)
Table of Contents
Introduction 1
Part I TELL YOUR STORY WITHOUT SEX OR EXTORTION 5
1 Sex Sells 7
How Communication Has Changed 10
Your Customers Control Your Brand and Your Messaging 10
Tell Your Story Without Spin 12
Use the Formula of Fiction Writing to Tell Company Stories 15
Take Your Story from Idea to Concept 16
Develop Company Characters 17
2 The Google Drama 27
Along Came Panda 28
And Then Came Penguin 29
Marathon Mentality 32
When Duplicate Content Gets You in Trouble 33
What Constitutes High-Quality Content? 35
3 Shareable and Valuable Content Creation 37
Paid Media 39
Earned Media 40
Shared Media 43
Owned Media 44
Create Calls-to-Action 46
Shareable and Valuable Content 50
The News Release 54
Part II SCAMMERS, LIARS, AND BEGGARS 57
4 Whisper Campaigns and Anonymous Attackers 59
Trolls and Anonymous Attackers 64
Public Attackers 66
The Trolls, Critics, and Attackers 69
Seven Steps to Dealing with Criticism 71
5 Media Manipulation 75
Build Relationships and Let the Rest Fall into Place 77
DIY Media Relations 80
6 The Dark Side of Content 83
Content Farms and Robots That Write 86
The People Who Steal Your Content 87
Manage the Content Scrapers 89
Plain Old Plagiarism 91
Safely Syndicating Your Content 92
Part III YOUR BRAND; YOUR CUSTOMERS 95
7 Your Customers Control the Brand 97
Understand What Your Customers Think About You 99
Communications Done Well 100
Your Customers Are Active and Passionate 102
Your Brand Is How Customers Feel About You 104
Part IV SPIN SUCKS 107
8 The Convergence of Media 109
The Convergence of Media 110
On-Page SEO for Your Content 112
What Is On