#40 Future-Proofing PR: The PESO Model & Structured Trust with Gini Dietrich

In this episode of the Digital PR podcast, Louise Parker and Steve Baker are joined by Gini Dietrich, founder and CEO of Spin Sucks, to explore the future of comms in an AI-fuelled, fractured media landscape. They dive into the origins and evolution of the PESO model, and how it’s become a strategic operating system for modern marketing and comms teams. Gini shares how AI is changing everything from visibility to reputation management, and why structured trust is the next big concept comms professionals need to master. Together, they explore deepfakes, bot-driven outrage, and what it really takes to future-proof your brand in an age of misinformation.

00:00 Introduction to Jeannie Dietrich and the PESO Model

02:13 The Evolution of the PESO Model

06:05 Integrating AI into the PESO Framework

09:03 Creating Consistency Across Communication Channels

12:46 Building Structured Trust in Brand Messaging

16:37 Navigating Misinformation and AI Challenges

22:17 Future-Proofing PR and Marketing Strategies

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

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