IABC X Spin Sucks Quarterly Town Hall: Visibility Engineering

You're doing the work. Publishing content, pitching media, and showing up on social. But does any of it add up to something bigger — or does it feel like you're starting from zero every week?

Visibility engineering is the discipline of making your brand the obvious answer when your audience is ready to act. It's not about being louder. It's about being strategically present in the right places, with the right proof, at the right time.

In this 30-minute fireside chat, Gini Dietrich and Martin Waxman will unpack what it actually takes to build visibility that compounds — using the PESO Model® as the operating system underneath.

What you'll walk away with:

• A clear definition of visibility engineering and why it matters now more than ever for communicators

• How to use paid, earned, shared, and owned media together so each channel reinforces the others

• The metrics that actually predict demand (hint: impressions aren't one of them)

• How to build corroboration loops — the mechanism that makes your expertise show up everywhere your audience looks

• A practical framework you can bring back to your team or your clients immediately

Who this is for:

This session is built for communicators who are tired of random acts of content and want a system they can actually measure. Whether you lead a team, run an agency, or work as a solo practitioner, you'll leave with tools you can use the same week.

About Your Hosts:

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 the S.I. Newhouse School for Public Communication at Syracuse University. She is co-author of Marketing in the Round and co-host of The Agency Leadership podcast. She also holds “legend” status on Peloton.

Martin Waxman is a digital communications strategist and educator specializing in generative AI and digital marketing. A former TV writer, journalist, and stand-up comic, he teaches at York University's Schulich School of Business and McMaster University.