Gini Dietrich is one of those people you can talk to for hours. Not just about public relations, her specific area of expertise, but anything. But to keep the show somewhat on track, this week on Go Ahead Caller, I talked to Gini about the future of public relations, whether or not PR and influencer marketing are the same and got some tips for those of you starting out in PR on how to build relationships with media and influencers and execute good PR strategies.

Gini is the CEO of Arment Dietrich, a Chicago-based integrated marketing and public relations firm and the editor and primary voice behind SpinSucks, one of the leading blogs and learning communities around PR on the Internet.

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