Gini Dietrich is the founder and CEO of Arment Dietrich communications, editor of one of the most popular US PR sites, Spin Sucks and has been pioneering paid earned social and owned (PESO) strategies in communications for years.

Gini sets PESO strategies for businesses as well as trains PR pros on how to build plans, work with clients and measure effectively. She is an expert in multi-channel communications.

In this episode Stella asks Gini what the PESO model is, how it can help achieve business goals, why Public Relations should be leading this activity and how to do go about it.

Gini also shares her thoughts on episode four of the Resolution podcast on how Diageo is using PESO in their PR measurement process.

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