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Unleash Your Secret Weapon for Restoring TrustCommunications!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 themspinsucks.com
Contents
Introduction 11 Sex Sells 7How Communication Has Changed 10Your Customers Control Your Brand and Your Messaging 10Tell Your Story Without Spin 12Use the Formula of Fiction Writing to Tell Company Stories 15Take Your Story from Idea to Concept 16Develop Company Characters 172 The Google Drama 27Along Came Panda 28And Then Came Penguin 29Marathon Mentality 32When Duplicate Content Gets You in Trouble 33What Constitutes High-Quality Content? 353 Shareable and Valuable Content Creation 37Paid Media 39Earned Media 40Shared Media 43Owned Media 44Create Calls-to-Action 46Shareable and Valuable Content 50The News Release 54Part II SCAMMERS, LIARS, AND BEGGARS 574 Whisper Campaigns and Anonymous Attackers 59Trolls and Anonymous Attackers 64Public Attackers 66The Trolls, Critics, and Attackers 69Seven Steps to Dealing with Criticism 715 Media Manipulation 75Build Relationships and Let the Rest Fall into Place 77DIY Media Relations 806 The Dark Side of Content 83Content Farms and Robots That Write 86The People Who Steal Your Content 87Manage the Content Scrapers 89Plain Old Plagiarism 91Safely Syndicating Your Content 92Part III YOUR BRAND; YOUR CUSTOMERS 957 Your Customers Control the Brand 97Understand What Your Customers Think About You 99Communications Done Well 100Your Customers Are Active and Passionate 102Your Brand Is How Customers Feel About You 104Part IV SPIN SUCKS 1078 The Convergence of Media 109The Convergence of Media 110On-Page SEO for Your Content 112What Is On-Page SEO? 113How Does On-Page SEO Work? 114Content of the Page 114The Title Tag 115The URL 115The Images' Alt Texts 116Tools to Use 116Shared Media Through Community 1169 Crisis Communications: Trolls, Critics, and Detractors 119Tips for Managing an Issue 125Begin to Repair Your Online Reputation 12810 The Future of Communications 137Real-Time Marketing 139PR Becomes More Tangible 141Content Marketing Evolves 142Index 147
