The Secret to Building Community w/ Gini Dietrich

The Eric Koester Creator Institute

How do you balance transparency and marketing? Or can you?

David Perell has begun championing the 'Naked Brands', brands that are transparent, are founded by social media influencers, and prize on-going communication with fans and customers.

Gini Dietrich is a public relations guru and she says you can actually balance the two, and describes the power in being transparent AS a marketing tactic and strategy. She took aim at the very industry that was her livelihood -- public relations -- first by launching a blog called Spin Sucks followed by a book of the same name. Attacking the industry as fixated on spin and marketing over transparency? Feels like a recipe for getting shunned by that industry.

But quite the opposite has happened as Dietrich has become one of the most powerful voices for a new type of publicity and public relations driven by a transparent and ongoing conversation. And it's worked.

On this episode we'll talk about how to re-think transparency as the marketing strategy in and of itself. Why more of us should be sharing what we're proud of, what we struggle with, how we need help and where we need support. That openness has led Spin Sucks to become the largest community of public relations professionals on the internet, and an example of why oftentimes it's the community that helps you create the book or the podcast, not the other way around.