23 Sep 2014

PRSA Chicago Luncheon: ‘Spin Sucks: Creating Compelling Content for Google and Humans in 2015’ | November 2014

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About Program

Have you ever been told by a client, supervisor, or teacher to “spin” the message? We’ve all heard it in one form or another. Find out how to avoid this PR trap!

Join PRSA Chicago for an interactive presentation and discussion with Chicago PR thought leader and blogger, Gini Dietrich on the communications rules for engaging a range of audiences in a digital world — from her latest book, “Spin Sucks: Communication and Reputation Management in the Digital Age.”

Ms. Dietrich will provide insight on creating and curating content that’s compelling to both Google and humans — while communicating in an authentic, honest, open and responsible capacity.

As a content and digital expert, she also will share cutting-edge tips and tools for effective, ethical communications leading into 2015.


  • 11:30 a.m.–12 p.m.: Registration and Networking
  • 12–1 p.m.: Lunch and Interactive Presentation/Discussion


PRSA Chicago_Gini Dietrich_HeadshotGini Dietrich (@GiniDietrich)

CEO and Founder, Arment Dietrich

Gini Dietrich is the founder and CEO of Chicago’s Arment Dietrich, an integrated marketing-communication firm. She also is the founder of a top-ranked professional development blog for PR and marketing professionals, Spin Sucks Pro; and is co-author of the book, “Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era.”

In her latest book, “Spin Sucks: Communication and Reputation Management in the Digital Age,” Ms. Dietrich provides a complete, actionable guide for every communicator and business leader who wants to know how to share stories powerfully; tell the truth; and create fresh, honest content.

Ms. Dietrich also is the author of top-ranked PR and marketing blog, Spin Sucks. Her blog has been recognized around the globe, having been named to AdAge’s “Power 150”; Cision’s “Top-100 Blog”; Junta42’s “Top-42 Content Marketing Blog”; Readers Choice’s “Blog of the Year”; and Social Media Examiner’s “Top 10 Social Media Blogs.” She serves as co-host of Inside PR as well —  a weekly podcast about communications; social media; and where they all meet and intersect.

A top-rated communication professional on the social networks, Ms. Dietrich was ranked No. 1 PR professional by Klout and TechCrunch; and No. 1 on Twitter by Tweet Level. She also has contributed to Crain’s Chicago Business; and various PR and marketing, blogs and publications.

Ms. Dietrich delivers numerous coaching sessions, keynotes, panel discussions and workshops across North America and Europe — on the subject of using online technology in communications, HR, marketing and sales. She is a PRSA member; and holds a bachelor’s in English from Creighton University in Omaha, Neb.

Career Contributions Honoree

PRSA Chicago_Lanie McKeague_HeadshotLainie McKeague (@Einial)

Assistant Account Executive, Olson Engage (@OlsonAgency)

Lainie McKeague is a new addition to the consumer team at Olson Engage where she supports brands including Juicy Fruit, Planters and Skittles. As an assistant account executive, Ms. McKeague spearheads influencer seeding programs, as well as the ideation and execution of creative campaigns.

Throughout her college career, Ms. McKeague gained industry experience through a series of four diverse internships ranging from early-age startups to established firms including Allied Integrated Marketing and Edelman. These opportunities furthered her education and development of crucial PR skills such as media relations, brand management and crafting press releases.

In June 2014, she graduated from DePaul University with a degree in public relations and advertising.

Program Details

Registration is now closed.

When: Wednesday, Nov. 19; 11:30 a.m.-1 p.m. CST
Where: Nacional 27, 325 W. Huron St., Chicago
Fee: Member: $37; Non-member: $45; Student: $37
Business Casual

If you are paying at the door, please pay with exact change, credit card or check. PRSA will not have change.

If you are a student and have not attended a PRSA event in the past, you will NOT be able to register for the student rate. To get the given student rate, please email Ann Scheible at mail@prsachicago.com and ask to be added to the system as a student. Ann will add you and advise when you can register online.