The New Alphabet of PR - From AEO to PESO

That Solo Life, Episode 329: The New Alphabet of PR - From AEO to PESO

Episode Summary

In this highly anticipated episode of That Solo Life, hosts Karen Swim, APR and Michelle Kane welcome industry legend Gini Dietrich, founder of Spin Sucks and creator of the PESO Model. Together, they dive deep into the current state of public relations and what lies ahead for 2026.

The conversation tackles the pervasive topic of AI, moving beyond simple prompting to discuss how PR pros can teach clients to integrate AI into their workflows strategically. Gini addresses recent online debates regarding the evolution of the PESO model, emphasizing the importance of critical thinking in our industry. The trio also explores the concept of "Visibility Engineering"—how to ensure your brand shows up in AI-generated search answers through robust owned and earned media strategies. Finally, they remind listeners that despite technological advances, human storytelling remains the heart of the profession.

Episode Highlights

• [01:52] Gini discusses the current landscape of PR and the ubiquity of AI.
• [02:28] Addressing the critics: Has the PESO model really not been updated in a decade? Gini sets the record straight.
• [05:54] The opportunity for PR pros in 2026: Teaching clients how to incorporate AI into systems and workflows, not just how to prompt.
• [09:20] The new SEO: Whether you call it AEO, GEO, or AIO, the goal is showing up in AI search answers.
• [11:42] How AI search actually rewards genuine thought leadership rather than keyword stuffing.
• [13:33] Visibility Engineering: How to engineer the robots to ensure your content answers the contextual questions your audience is asking.
• [15:41] Why storytelling and engaging hearts and minds will never go out of style (featuring a nod to A Christmas Story).

About Gini Dietrich

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model© and has crafted a certification for it in collaboration with USC Annenberg. She has run and grown an agency for the past 19 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast. She also holds "legend" status on Peloton.

Related Episodes & Additional Information

• Visit Spin Sucks for resources on the PESO Model and professional development.
• Connect with Gini on LinkedIn for daily insights.
• Forbes Article: Why AEO Is The Future Of SEO And How To Master It
• Episode 292: Utilizing Zero Click Conent for Better Engagement

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

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