Maximize Owned and Earned Media to Garner (Real) Results

This workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Communication Strategy, Media Relations, Social Media, Techniques & Tactics

Have you ever had a client or executive tell you they wanted their communications program to make the cash register sing? Or get on the first page of Google results? Or outperform their competition? We all know communications can do those things, but it’s a long game and it’s not always directly correlated — UNLESS you strategically integrate earned and owned media, use some SEO strategies and some elbow grease, and understand how today’s journalists work for views and shares. In this workshop, founder of the podcast Spin Sucks and author of the book by the same name Gini Dietrich will teach you exactly how to do that — with precision and guaranteed results every time. She’ll help you benchmark your own program, set metrics and build a plan to garner real results.

You will learn:

  • How to use data to build content around what your audience(s) wants.
  • How to build an editorial calendar that’s focused on your audience.
  • How to pitch media and influencers with your own content.
  • How to earn a link back to your site — from major news, business and trade publications.
  • How to measure results, build awareness, increase search rankings and achieve global domination.


Gini Dietrich, founder and CEO, Arment Dietrich

Photo of Gini Dietrich

Dietrich delivers numerous keynote presentations, panel discussions, coaching sessions and workshops across North America and Europe on the subject of online technology use in communication, marketing, sales and HR.

One of the top-rated communication professionals on the social networks, Dietrich recently was named the number one PR person on channels by Klout and TechCrunch, and number one on Twitter by TweetLevel. She also can be found writing at Crain’s Chicago Business, and in various PR and marketing blogs and publications.



Participants with the APR credential earn 2.0 APR Maintenance Credits for a one-day course. Learn more about Accreditation maintenance.