And the spiner prize goes to...



Spin-doctor and Propaganda are terms often associated with Public Relations. And this is certainly an achievement we can give credits to Edward Bernays who worked so hard to have his place in history and be seen as the father of PR. However I ultimately agree with Larry Tye who gives Bernays another title: the Father of Spin.

Some spin techniques can certainly have a positive impact on society by supporting behavior changes or raising awareness of key issues eventually causing change. It is important to remember though that the ethical duty of practioners goes beyond what Bernays observed in our industry.

Alastair Campbell is one of the most iconic communicators in the UK. If in one hand he is seen as a spin-doctor, on the other he has supported Prime Minister Tony Blair through huge crisis and in one point we have to agree, he has done his job - and well done.

Campbell’s career illustrates the fine line to define each professional role in a spin situation. It is our duty to portrait the facts in a favorable manner for our clients and that does not necessary means lie or omission but protect information is crucial to preserve image and reputation. Now let’s think about the media. Despite the efforts to transmit public information in a unbiased manner, journalists are often under the pressure to produce stories that sell.

Recently, I was talking to two financial managers and they were complaining that every time they had been interviewed, for either personal or professional reasons, the article published did not reflect their views. Yes, I am taking in consideration that those were finance professional and they are not used to deal with the media. But how much we, PR professionals have to emphasize, repeat and create context to make sure journalists don’t misinterpret stories – or write them in a manner that sells better…?

It is hard to define Alastair Campbell is a spinner or a great communicator. It certainly depends more on who is judging than his actions. Personally, I can only respect someone who has dealt with the war on Iraq, the death of David Kelly, the extraordinary row with the BBC, and the Hutton enquiry. Therefore he does not get the spinner prize!

On the next posting I will share some thoughts on NGO and Activism.

Sources:

The Father of Spin: Edward L. Bernay's and the birth of PR

Alastair Campbell web site