For people who make a living out of making people, companies, charities and animals look good, there are a lot of PR practitioners who go out of their way to disparage one four letter word. Now I know what you are thinking kids shouldn’t be saying those words. But I am not talking about any of those words that I am commonly heard uttering but rather an S-word that some flacks find more offensive – Spin.
Now my whole fascination with this began after an innocent post last weekend about a license plate that I thought was perfect for a PR pro. However, I soon found out that many in the industry hated the word spin more than Republicans hate Democrats (and vice versus).
Now I don’t hold ill-will towards any of these folks even though there were some heated exchanges over Twitter. While I respect everyone’s opinions, I need to chime in and see if the industry as a whole has a grasp on what spin means. I think it may have gotten lost in translation somewhere.
Sure journalists, bloggers and the industry have banded together to try and eradicate some of our bad habits (blind pitching, spamming, etc.), but I would argue spin is something we all do. Show me a story, pitch or post that does not have a slant to it and I will gladly shower you with yawns or show you my unicorn. We all do it, let’s just get over ourselves, we aren’t that important.
According to Dictionary.com, Spin means (Slang) “to cause to have a particular bias; influence in a certain direction: His assignment was to spin the reporters after the president’s speech.” Also some synonyms according to the same source are: develop, narrate, relate.
Now that definition validates my view of the word. As a PR pro, it is my job to get my company into publications with positive stories. Now this means that the story needs to appeal to a reporter or lead to a larger trend piece. Please notice that I did not say lie or fabricate facts in there. That is something that I do not agree with and feel that my colleagues mistakenly associate spinning with lying. Now I think a great description was given by my friend PRCog a while back. Spinning is something that we all do as our daily job functions; it is something that drives value. Now you can call it whatever you want fluffing, massaging, smithing or chatting with a reporter – to help you sleep at night.
One of my heroes in the PR field is Thomas Paine. Now I never met the wordsmith, he was dead long before my time; however his spin piece, Common Sense, helped spark the revolution that formed the United States.
With that said, how do you feel about spin? Is it something you do? Or is it something that you feel is an unnecessary evil? Do you disagree with my definition?
All opinions welcome, just be respectful of others.
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Awesome stuff, Jeff!
Glad to see someone taking a stand. As I was quoted, I have no problem with the “action” of spin. Shaping a message, directing traffic, diverting attention from the bad – those are important parts of the PR job.
The WORD, however, has been abused beyond belief. It's almost become a mockery of itself. Hell, my personal rule is that if Bill O'Reilly overuses a word, it's done!
George Carlin said that there are no dirty words – just the meaning behind the words that's dirty. So while spin is just fine, the connotation behind it's usage in the PR setting is quite filthy.
Great post, Jeff! I think you will get a big response on both sides of the spectrum here.
When you look at the definition of “spin”, it's not necessarily bad, and yes — as PR pros, we influence. However, the term “spin” has just been turned into such a negative connotation that I personally don't like the word and don't prefer to use it when talking about what I do for a living, regardless of whether or not it's true. Because so many people use it as a negative, I'd rather keep the focus on a more positive description of PR. I personally like to use “relationships” as the key determining word in my description of my career and the profession as a whole.
I really like how you made your case here. I just don't think we are ever going to see PR people or those that deal with us, use spin in a positive manner. Take the first part of the definition you use “to cause to have a particular bias” having bias is one of the cardinal sins of journalism.
As you said, it's our job to get our clients into positive stories, using a fair and balanced technique. And I will continue to do so without putting a label on what it is I am doing. For years, PR people have joked that they can't explain to their parents what it is that they do. Mostly because they don't understand the difference between advertising and PR and I think the avoidance of using words like “spin,” “fluffing” and “massaging” might have something to do with it.
I feel dirty just thinking that is what I do when I pick up the phone to call a reporter…
completely agree with you Mike. It's not the word.. it's how it's come to be perceived. It's generally used in a negative manner.. therefore, we perceive it as a negative word.
Great post Jeff!
I wish it didn't have the dirty connotation Mike. It is something that we all do, it is just a shame that we throw so much hate at it. Now could you name 7 words you shouldn't say in PR?
Relationships is a good word Nicole. It is a shame that we give a negative connotation to it. When I describe it to my family, I tell them that I talk to members of the media to get the company's story out there.
You shouldn't feel dirty. It's not like you are schilling a Sham Wow to them.
Thanks Allie. Mike does make some good points.
What a bold post!
As a 20+ PR Pro, I think we're all just being a little too sensitive. Is it because people feel 'spin' = lying? Then I get it. But, call it what you will, you're taking a storyline and making it palatable to the media to ensure your organization's and /or client's message. Or you're distilling a larger story into soundbites. You know what you're doing, the media knows what you're doing – and it's up to them to decide what makes it into a news item and what doesn't.
Elissa. I couldn't have said it better myself. We all do it, some just call it something else to help them sleep at night.
Love your response…also, note I should have said 20+ years in PR profession…tho' wouldn't mind people thinking I was in my 20s! Looking forward to your next blog…
Hopefully I don't disappoint
[…] writes a lot and very regularly. His blog hits on lots of good (industry-wide) topics such as examining the use of the word Spin to describe what PR folks do for a […]