Spin Sucks, is a much-needed, pragmatic explanation of the changing communication landscape.
The book's author, Gini Diterich, dives into this changing landscape and clearly articulates how its changed — without hyperbole, fifty cent words or, of course, spin. The book is practical, clearly written and helpful as a result.
It's no surprise Dietrich hails from the Midwest…we’re known for this kind of counsel. The fact that Spin Sucks is written for clients should encourage, not discourage, practitioners from reading it. This ultimately helps the reader better articulate how communication has changed to their own clients.
As you can imagine, social media, content marketing and search are all topics of discussion in Spin Sucks. Each chapter includes plenty of explanation, how-to instruction and great examples to support its assertions. It is a quick read with 10 chapters, organized into four sections, comprising the just under 150 page book. And it’s written in a way that you can read it in the old-school, linear fashion or get all millennial up in here and jump around based on your interest or needs.
A Point of Contention
The only thing I disagree with in Spin Sucks is Dietrich's classification of social media as shared media -- a fourth silo along with paid, owned and earned media.
Social media has disrupted our industry. Social sharing has become so critical to what we do, it’s becoming a seamless part of communication. And there are examples of paid, owned and earned on nearly any social platform today. This and the fact that technology convergence has been eliminating media silos for years, something I’ve promoted for some time, is the basis for why I do not carve out social media separately.
In her defense, Dietrich notes in Spin Sucks that consumers are distinguishing less and less between “the four types of media.” And that "the lines between communication, marketing, ads, sales, customer experience, product development and human resources will become blurred.”
The bottom line is I think the lines are already blurred and this assumption didn't change the validity of anything Dietrich proposes in her book.
The Hybrid Skills Trend
One topic Spin Sucks touches on, a trend worthy of its own book, is how changing technology and consumer habits are pushing the need for more hybrid skill sets (inclusive of traditional and non-traditional communication skills).
“Today, public relations professionals have to be knowledgeable about web development, search engine optimization, mobile marketing, content marketing and more."
Work culture is shifting to address this trend. But things are changing so rapidly the academic world still has some work to do. As the pace of change continues to accelerate, we must be willing to test, learn and iterate what we do more frequently and consistently than we have done in the past.
Dietrich speaks to this as well, noting "your culture must be about experimentation, and you must be willing to take some risk.” This is critical because more than ever as an individuals biggest skill may become the ability to "tolerate failure, quickly pivot and try again."
It's a Marathon, Not a Sprint
Dietrich's mantra throughout this book is to "remember, it's a marathon and not a sprint." And our industry needs to be chanting this mantra.
The key is to be able to show clients why it's a marathon, and to ultimately follow up with the results this approach will yield.
Click here for a video about the book. And for more Spin Sucks in general, click here to dig into the community.
:: Kevin Dugan, @prblog