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don't be fooled photoAsk any PR professional what’s the one word they hate the most when describing what we do in our profession and it is a safe bet that word will be “spin.”  And one professional that is determined to change that perception is Gini Dietrich, author of the blog SpinSucks and the just-released book aptly called Spin Sucks.

Full disclosure – Gini and I are friends.  We were friends long before there was talk of “community” and “social engagement” and the role social media plays in our profession.  But for as long as I’ve known her, the idea that she believes so strongly is changing the perception of our profession.

I read the book on a flight to Social Media Marketing World, where she was presenting on community-building.  I wanted to finish it before I saw her.  It is a relatively easy read, but chockfull of some great information regarding our industry, how to communicate effectively, efficiently and ethically in this new and somewhat still uncharted territory of developing content. Whether earned or owned, shared, commented on or ignored – the way in which we communicate our presence online and offline is still as crucial to the success of any business as it ever was.  So whether you are PR practitioner, marketer, social media manager or simply the person at your office that has been tasked with these responsibilities, this book is worth reading.

I read it with an open mind and was pleasantly surprised that there are still a few things I can learn about how and what we do every day.  And it served as a great reminder and enforcer of the things we already do and do well.

You’ll discover some real-world examples of the good, the bad and the ugly.  She explains Google and its ranking system (at least its system right now), talks about storytelling, creating content, stealing content, media relations, SEO, and some other valuable nuggets of information.

And as she states in the chapter on the future of communications…

Communications professionals must adapt and change, while keeping up with the times. Business leaders must understand what the industry can provide and ask for it. When you think of public relations, it is not just about getting your name in print…you must be using communications for brand awareness and credibility, and also an investment in your organization’s future.

I couldn’t have said it better myself.  I have three copies of the book that I’m happy to share.  Leave a comment telling me what you believe the future of the communications industry is and we’ll randomly select three people to receive a copy.


Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio


  1. Kelsey K says:

    The future of the communication industry lies within successful communication with consumers. I believe the industry will continue to create and engage in conversations between organizations and their publics.

  2. David Landis says:

    Well, I know that the future of communications involves convergence: it’s no longer silo-ed into “media relations,” “digital,” “marketing” and “social media.” Each and every avenue of communication affects the other. And, just for the record: the word I hate the most to describe our profession isn’t “spin,” it’s a word that starts with “f” and ends with “k” and has an “la” in between. Cheers, David

    • David – yep, that f-word is a bad one, too. Convergence is definitely something we’re all going to need to consider; that along with the responsibility for managing your brand. We all have a role to play in that regard.

  3. Wendy says:

    Helpful review, I look forward to reading the book! I think evolving communications strategies and tools will continue to result in less spin and shiny marketing messages and more transparency and meaningful content consumers can relate with and use — which will forge connections and drive sales. As a communications pro and someone interested in all things marketing, I think it’s an exciting time full of opptys for us “flacks” out there spinning up a storm.

    • Wendy – I agree. I often say that there has never been something that has made as much of an impact on our profession as social has. But we still have to remember…we still have to rely on good content and messaging because the tools will continue to change.

  4. Linda Arters says:

    If you say you learned a few things in this book Abbie, I have to read it! As for the future of the communications industry, I believe that the speed at which we’ve experienced dramatic changes in our industry in just six years is going to continue. The advancements in technology and their impact on every facet of our lives, business and personal, is mindboggling to this baby boomer. Still, regardless of how it is transmitted, a message still needs to be send…a story needs to be told…and our communications industry will be tasked with these challenges. Exciting!

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