Gini Dietrich on the Rocky Road of Reimagination

Gini Dietrich is the founder and CEO of Arment Dietrich, a
Chicago-based integrated marketing communication firm and the
author of the top PR blog, Spin Sucks. But if you're wondering what
an 'integrated marketing communication firm' actually is in
relation to PR, you're not alone. Today Gini talks with Danny about
how she's reimagining the often misunderstood industry of PR, and
how you can apply her innovations to your own business.   Key
Points At 5:20 - Gini rips away the curtain about what the PR
industry actually is, and what they do.   At 8:40 - The myth
of separate silos for advertising, sales, brand, PR, etc., leads to
a complete lack of vision and scale for the whole company. At 10:40
- There might be fewer silos in small businesses, but they're just
as devastating - sometimes even moreso - and why that is. At 14:35
- Gini reveals how she started her company without a clear vision,
and why that might not be such a bad thing. At 18:00 - Gini's
shocking business strategy change that cost her all but two of her
clients, but ended up doubling her return shortly after.  
Enjoying the podcast? Help us spread the word! Never miss an
episode! Subscribe to us on iTunes or by RSS. (If you’re
subscribing by RSS for the first time, go to your podcast player,
and enter the RSS link – your player will know how to handle it!)
When you rate and review, you help us reach others. Leave us a
short review and a rating on iTunes, and every week we'll mention a
reviewer by name and share what they had to say!