How technology powers Gini Dietrich’s workday

The seasoned PR veteran and author says robots will change how PR pros do their jobs, and she already relies heavily on tech to improve her work both on and off the job.

Gini Dietrich, co-founder of Arment Dietrich and the author of “Spin Sucks,” relies on technology to get though her day.

At work, she uses Sanebox and Google Tools to help keep her organized. An avid cyclist, she uses Strava to manage her workouts and track her progress. As a PR pro, she is fully bought in to the data revolution.

We recently spoke with her for our “Day in the Life” series, and her prognostication for the industry is a little apocalyptic—but her advice rings true no matter how many tasks become automated in the years to come.

Here’s what she has to say about her typical day:

  1. What time do you wake up?

5:30 a.m.

  1. How many cups of coffee do you drink a day?

Zero. I love the smell, hate the taste.

  1. Who is the most important person at work you talk to during your day?

Can I lump my leadership team into one person?

  1. What’s one tool that you couldn’t live without?

Just one? You can see I don’t follow the rules very well. Um, just one. For work: Sanebox and Google Drive. I don’t know how I managed my inbox without Sanebox, and Drive probably needs no explanation.

Personally, it’s Strava. I used to record all my cycling miles in a spreadsheet. Now it’s all automatically updated to Strava, and I can see all my data with the flick of a thumb.

  1. What’s the last thing you do before finishing your workday?

I do a personal assessment of my day and write down my top priorities for the following day. Then I clean my desk and shut off my computer. OK, that’s a lie. I put it to sleep, because if I shut it down, it would take too long every morning to restart. (I might need a new computer.)

  1. What keeps you up at night?

Trying to figure out how to generate revenue within this gigantic vision we have at Spin Sucks for the PR industry. It’s not easy!

  1. What trend or change is the next big thing in communications and/or your industry?

I’ve long been saying machine learning is going to change everything we do—and I’ve been saying our creativity is safe because robots can’t be creative. Well, I was wrong about that. They’re almost more creative. Though I don’t think our roles will be completely held by robots, I do think we will have less people doing our jobs, and those who remain will be focused on orchestrating the robots to do the tasks that need to be done.



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