The Art of Breaking Out with Craig McBreen

Categories

general

Archives

2016
April
March
February
January

2015
December
November
October
July
June
May
April
March
February
January

2014
December

December 2015
S M T W T F S
     
    1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31

Syndication

My guest, Gini Dietrich, is the founder and CEO of Arment Dietrich, a Chicago-area integrated marketing communications firm. She also runs the PR and marketing blog, Spin Sucks, one of the most popular PR blogs on the planet.

Gini delivers keynotes, panel discussions, coaching sessions, and workshops on the subject of using online technology in communication, marketing, sales, and HR. In my opinion she is an expert when it comes to modern blogging, brand-building, and community.

We talk about her early career, from working for Fleishman Hillard to her current firm, Arment Dietrich. We get into when she first started her firm, her many life changes along the way, and the lessons she's learned, in business and in life.

We discuss how she helped her firm weather another of our nation's financial crises, particularly how she started to restructure her firm to get new business. Gini worked to change her company from the ground up by focusing less on media relations and more on social media, social advertising, content marketing, etc. An integrated approach to doing things—something practically no one in her industry was doing at the time. The big guys weren't doing it, but she was. And Gini was focused on doing more, much more, to help her clients grow their businesses.

She created a lean team and went virtual. So, we get into a few details regarding building a virtual organization with people scattered around the globe. We also drill-down into the specifics of integrated marketing, how it relates to the PR industry, as well as small businesses and solopreneurs.

We also get into the mechanics of branding, story, and marketing for the small guy, We even discuss the fact that Gini recently became a foster parent. So we get into the foster care world and how she is doing her own thing to change it. We even get into a not-so-timely discussion of the Chicago Cubs. I know you're going to like this.

Questions I ask:

  • How does a solopreneur craft a brand framework for developing their own story?
  • What is your new SpinSucks/blogging project?
  • What don't we know about you?
  • How do we change the perception of foster care?
  • What is "showing up" to you?
  • What is your advice to the lone solo pro working to create an integrated marketing engine of their own?

What You’ll Learn:

  • Gini grew up with no radio or TV.
  • How she brought her company back during a financial crisis.
  • A great technique for reaching out to your LinkedIn contacts (something that may lead to clients).
  • That Gini recently became a foster parent (and she has a future vision around it the world of foster care).

Links Mentioned in the Show:

Direct download: Episode_29Gini_Dietrich_On_Changing_Perceptions_in_Business_and_in_Life.mp3
Category:general -- posted at: 10:03am PDT

1