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

Coming out of the pandemic, a few things have happened that have affected the way we do our jobs: 1) Trust in media has eroded; 2) There continue to be less reporters, beats and outlets to pitch; and 3) The lines between marketing, advertising and communications are even more blurry.

Because of all of this, the job of the communicator continues to be in turmoil. And the expectations of executives have gone from understanding that communications is part brand awareness and part lead generation to a full expectation that every dollar they spend on communications will generate qualified leads.

But there is a solution — one that helps you strategically use owned and earned media to demonstrate results. In this virtual workshop, PESO Model creator and Spin Sucks founder and author 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) want(s).

•            How to build an editorial calendar that’s focused on your audience.

•            How to pitch media and influencers with your owned media.

•            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 0.5 CEUs for this workshop. Learn more about Accreditation renewal.