During the presentation, Gini got to the heart of why “spin sucks.” Spin being defined in the following ways: whisper campaigns, astroturfing, or anything else that could be loosely viewed as spin worthy.
Gini encouraged attendees to think with integrity. She stated, “Spin sucks and you cannot afford to be unethical. You have to think about it from a long-term perspective. And if you do, you will win in the end.” Wise words coming from a veteran professional who has no problem telling her clients that her team will not be able to do X for them.
When faced with a difficult situation Gini kept mentioning the phrase, “This is a marathon and not a sprint.” How many times in the IMC field have you tried to figure everything out all at once? Sometimes it is better to enjoy the marathon instead of sprinting to the finish line.
A special thank you to Gini for mentioning my participation in her blog ambassador program for her new book Spin Sucks: Communication and Reputation Management in the Digital Age. If you did not read the article she mentioned that went viral on Twitter you can find it here.