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Spin Sucks: Communication and Reputation Management in the Digital Age

Book Description

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

    Table of Contents

    1. About This eBook
    2. Title Page
    3. Copyright Page
    4. Contents at a Glance
    5. Table of Contents
    6. About the Author
    7. Dedication
    8. Acknowledgments
    9. We Want to Hear from You!
    10. Reader Services
    11. Introduction
    12. I: Tell Your Story Without Sex or Extortion
      1. 1. Sex Sells
        1. How Communication Has Changed
        2. Your Customers Control Your Brand . . . and Your Messaging
        3. Tell Your Story Without Spin
        4. Use the Formula of Fiction Writing to Tell Company Stories
        5. Take Your Story from Idea to Concept
        6. Develop Company Characters
      2. 2. The Google Drama
        1. Along Came Panda
        2. And Then Came Penguin
        3. Marathon Mentality
        4. When Duplicate Content Gets You in Trouble
        5. What Constitutes High-Quality Content?
      3. 3. Shareable and Valuable Content Creation
        1. Paid Media
        2. Earned Media
        3. Shared Media
        4. Owned Media
        5. Create Calls-to-Action
        6. Shareable and Valuable Content
        7. The News Release
    13. II: Scammers, Liars, and Beggars
      1. 4. Whisper Campaigns and Anonymous Attackers
        1. Trolls and Anonymous Attackers
        2. Public Attackers
      2. 5. Media Manipulation
        1. Build Relationships and Let the Rest Fall into Place
        2. DIY Media Relations
      3. 6. The Dark Side of Content
        1. Content Farms and Robots That Write
        2. The People Who Steal Your Content
        3. Manage the Content Scrapers
        4. Plain Old Plagiarism
        5. Safely Syndicating Your Content
    14. III: Your Brand; Your Customers
      1. 7. Your Customers Control the Brand
        1. Understand What Your Customers Think About You
        2. Communications Done Well
        3. Your Customers Are Active and Passionate
        4. Your Brand Is How Customers Feel About You
    15. IV: Spin Sucks
      1. 8. The Convergence of Media
        1. The Convergence of Media
        2. On-Page SEO for Your Content
        3. Shared Media Through Community
      2. 9. Crisis Communications: Trolls, Critics, and Detractors
        1. Tips for Managing an Issue
        2. Begin to Repair Your Online Reputation
      3. 10. The Future of Communications
        1. Real-Time Marketing
        2. PR Becomes More Tangible
        3. Content Marketing Evolves
    16. Index