IABC X Spin Sucks: What Communicators Need to Stay Relevant in 2026

The PESO Model® is the operating system that accelerates marketing effectiveness by unifying siloed teams and efforts under a single integrated framework. Spin Sucks and IABC are joining forces to offer the PESO Model Certification to IABC members at a reduced cost to help them align their goals across Paid, Earned, Shared, and Owned (PESO) channels. 

Join us for our quarterly town hall series, where the Spin Sucks and IABC leadership teams will discuss the most effective ways you can use PESO to support your marketing goals.  

What We’ll Cover:

• What communicators need to know about visibility, credibility, and trust in today’s AI-influenced landscape
• Why traditional channel-first planning no longer works—and what to use instead
• How the PESO Model® integrates paid, earned, shared, and owned media into one strategic system
• Real-world examples of PESO in action (and where most teams go wrong)
• How to move from disconnected tactics to coordinated, measurable communications programs
• How the PESO Model® supports both individual contributors and senior leaders
  Practical ways IABC members can apply PESO immediately—regardless of team size or budget

Who This is For:

• Communications professionals managing multiple channels and stakeholders
• Practitioners who feel stuck in execution mode and want to be more strategic
• Leaders responsible for proving the impact of communications work
• IABC members looking for modern frameworks that actually scale