Why You MUST Read Spin Sucks (Book Review)

SpinSucksBookI don’t care how long you have been in communications – you MUST read “Spin Sucks: Communication and Reputation Management in the Digital Age”, by Gini Dietrich.


The communications and PR world has changed immensely and continues to evolve at a rapid pace. Too many professionals are not changing or evolving with it. Add to that the fact that there are people who think they “know how to do PR”, and you or your brand is at even higher risk of running into problems or failing at PR efforts.

This whole “spin sucks” thing? Well, yes, spin really does suck and you will get called out for it.

Enter Gini Dietrich. One of the PR industry leaders, she has shared PR’s secret – that there is no secret!

Open and transparent communication is what will earn you/your brand the credibility desired. Gini walks you through tools, best practices and case histories to show you how and why they work. She explains in simple but good detail with plenty of real life examples.

She’s done all the work for you by showing and sharing how to engage your audience, build their trust, grow your community and more. It’s not about typing facts into a release and hitting “send”. It’s about writing a story that compels your audience to act, and then delivering that story the right way – the way your audience wants it delivered. It’s about responding and being there for them. It’s about listening to them. The opportunity is there to engage with them one-on-one and measure it as well!!! As she says, “this is a marathon, not a sprint”. “Spin” is not required.

Regardless of how long you have been a PR professional, you NEED to and MUST read this book. You will be amazed at what you’ve forgotten and what you don’t know. After you read your copy, buy more copies and share with your team and executives. Reach out to employees with this latest knowledge and educate them as well.

You can also watch Gini describe why she wrote the book via this short video.

Amazon is just one place you can find “Spin Sucks: Communication and Reputation Management in the Digital Age”.

NOTE: I was honored to be asked to read the galley. Once I read it, I couldn’t wait to buy an actual copy of the book once it came out!


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Susan Cellura is a marketing communications professional with over 20 years of experience. She is a dynamic communications professional and enthusiastic team-builder, with a progressive history of success in designing and implementing communications programs for global organizations. A strategic thinker with the ability to understand the needs of multiple audiences and deliver solutions, Susan is a results-oriented problem-solver with exceptional interpersonal and negotiation abilities. Having worked in a variety of global industries, she has grown business communications in her current position via a strong mixture of strategic resources, including social media.

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