Monday, March 31, 2014

Book Review: 3 Reasons to Grab Spin Sucks by Gini Dietrich



Gini Dietrich's latest book, Spin Sucks - Communication and Reputation Management in the Digital Age just hit the shelves. And I've bundled up my review into "Z's Threes" which are the three reasons I think you should pick this book up or download it. 

Z's Threes


#1 - Spin Sucks shares the What, Why, and How of Strategic Communications

You'll find this book indispensable because it explains exactly what you need to do to build strategic communications programs that withstand constant industry changes and then steps you through real case studies and maps out step-by-step how-to tactics. Gini Dietrich, with her storytelling expertise, leads you through the marathon mentality needed to combat the industry trend toward short-term, sprint-focused, and game-the-system one-off tactics that cause more harm than good for your brand. And fear not, Gini provides plenty of examples of said failed communication snafus. 


#2 Case Studies which illustrate Gini's themes and highlight that Spin really does Suck.

Spin Sucks is the right blend of strategic insight, B2B and B2C case studies (some old with a deeper dive, some fresh off the presses), and roll-up-your-sleeves-let's-do-this tactics starting in Chapter One with the ingredients of a great brand story. Throughout the book, Gini explains that the secret sauce of your communication plan is that there is no secret sauce. It takes time to develop your reputation and establish trust. My favorite quote in the book is, "Great companies don't lie. They don't steal. They don't cheat their employees. They don't become greedy. They don't allow people to behave badly just because that generates a lot of revenue. Great companies stop and listen to criticism. They commit to getting better, they set goals and a vision larger than themselves, and they truly behave better. When all of that happens, the storytelling is easy." Now, that doesn't suck.


#3 - This is a Quick Read...(distilled like the gin that both Gini and I love) and a Quick Buy Bonus 

And speaking of storytelling, it's a quick PR playbook read in a storytelling format that truly keeps you engaged with the 140 vibe that my digital colleagues will appreciate. You'll keep Spin Sucks handy as a go-to communications resource. If you buy the book before Saturday, April 5 email Gini a copy of your receipt, you will receive $200 worth of free content.

Ok, so what did I not like? There wasn't much. Chapter One was a slow start for me. I think it probably has to do with the bit of PR background I have and that I used to live social media 24/7/365 so it didn't strike me as fresh. That said, from Chapter Two on, I found piping hot fresh nuggets throughout.

Disclosure: I am part of the Spin Sucks book ambassador program and was offered an advance digital copy for review.

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