John R. Kowalski Integrative Marketing Fusion

[Book Review] Spin Sucks: Communication and Reputation Management in the Digital Age

[Book Review] Spin Sucks: Communication and Reputation Management in the Digital Age

Integrated Marketing Fusion: Book Review

If you’re looking for a PR and communications strategy guide that is updated for the digital age, then look no further than Spin Sucks. Gini Dietrich provides an insightful and comprehensive overview of how to manage your reputation and communicate effectively in today’s online world. Whether you’re just starting in PR or you’re a seasoned pro, this book is a must-read.

Recommended by Kim Bode of 8Thirty-Four Integrated Marketing, as I’m working with one of my team members on building a robust PR program and needed a good resource. I also needed a “touch-up” as it seems I’ve been outside of PR for the past few years.

spin sucks, communication, b2b marketing

Quick Read, Great Information on Reputation Management

It’s a quick read that’s packed full of great information. The main content sections:

  • Tell Your Story Without Sex or Extortion
  • Scammers, Liars, and Beggars
  • Your Brand; Your Customers
  • Spin Sucks

The author provides excellent examples and gives additional resources to check into.

My IMF Points

First off, I love the headline on the back cover, “Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications.” This hits everything I believe. Be transparent with your customers, suppliers, and employees. Things happen. I get that and have experienced my share of challenges, but it’s how you react to them that makes you successful in this perception game. Authenticity and transparency go a long way in terms of brand building and strengthening.

Reputation management goes hand in hand with your brand and marketing. Whether it’s in-person or your online reputation, they both work the same way. How you present yourself, how you interact, and how you communicate are all reflections of your organization. If you have a strong brand, your reputation will be strong as well.


  • Set up Talkwalker Alerts for your company name, products, services, and/or blog name (pg. 33)
  • Her comprehensive list of steps in offering an informative, free webinar (pg. 47)
  • Shareable and valuable content
  • Safely syndicating your content (pg. 92)
  • Love this quote from the book, “While you can’t control what people say about your brand, there are some things you can do to help shape perception.” (pg. 105)
  • Another great quote is, “….how you drive effectiveness, cultivate creative ideas, assess customer needs, build relationships with influencers, develop reach, achieve authenticity, and cut through all the clutter that is out there, competing with you for the same top spot.”

The final section of the book is on “Spin.” The author talks about how too much spin can ruin everything and PR pros need to get away from that bad habit. I couldn’t agree more. We’ve all seen how quickly a crisis can spin out of control if not managed properly and with transparency.

Overall, I enjoyed the book and would recommend it to those in PR or communications as a great resource guide. If you’re looking for a PR and communication strategy guide that is updated for the digital age, then look no further than Spin Sucks.

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