Integrating AI Into PESO: Shattering Silos and Building the Future of Comms Talent скачать в хорошем качестве

Integrating AI Into PESO: Shattering Silos and Building the Future of Comms Talent

Struggling with integrating AI into your communications strategy? Gini Dietrich, creator of the PESO Model and communications leader, reveals actionable ways to align paid, earned, shared, and owned media workflows with modern AI tools for better results. In this episode, we explore: • How the PESO Model evolved to bridge traditional silos and deliver message consistency [00:00] • Real-world examples of embedding AI for media monitoring and crisis readiness [15:30] • Organizational shifts needed for continuous AI learning and cross-team collaboration [28:45] Gini Dietrich is a globally recognized communications and PR expert, founder of Spin Sucks, and architect of the PESO Model, specializing in integrated strategy and professional development. Listen now to discover how to break down silos and leverage AI for communications that drive measurable impact. (00:00) Gini Joins the Show: Parry and Becca introduce Gini Dietrich, highlighting her legacy as the architect of the PESO Model. (03:10) Origins of the PESO Model: Gini shares how client frustrations with traditional PR inspired her to create the PESO framework. (06:05) Filling the Valleys: Parry reflects on using the PESO Model to maintain consistent messaging and avoid silences in PR campaigns. (08:05) Evolving the PESO Model: Gini describes how resistance from the industry led her to partner with universities and certify students. (10:10) Integrating Marketing and Communications: Discussing how blurred lines between marketing and PR require unified messaging across disciplines. (12:07) The AI Skills Gap: Gini and the hosts address the lack of real AI education in colleges and the resulting challenges for new professionals. (14:00) Innovating the PESO Model for AI: Gini explains how AI tools and visibility engineering are becoming core to PESO strategy updates. (16:02) AI’s Impact on SEO and Media: The conversation explores SEO’s evolution as AI changes how audiences search and consume information. (18:00) Bridging the AI Learning Divide: Becca emphasizes the need to carve out time for teams to experiment and learn AI tools within organizations. (20:08) Carving Out Time for Innovation: Gini recalls lessons from past mentors about dedicating focused time each day to learn and stay sharp. (22:02) Essential AI Capabilities: The guests debate the implicit expectation that candidates and employees are now AI proficient by default. (24:00) Leading Change with New Talent: Gini and the hosts discuss overcoming generational and organizational resistance to digital transformation. (26:01) Harnessing AI for Creativity: They share how AI can enhance creativity and connect ideas rather than simply replacing human effort. (28:10) Practical AI Use Cases in Comms: Gini reveals how her agency built an “AI Compass” to surface new trends and risks for clients proactively. (30:10) Agency Evolution and Advisory Work: Gini details her agency’s shift from traditional PR to implementing and integrating the PESO Model for Fortune 500s. (32:25) Lightning Round and Reflections: The episode closes with rapid-fire questions, personal anecdotes, and Gini’s candid thoughts on communications, leadership, and impact.