Spin doctors use spin control to emphasize the positive aspects of events or situations. They are hired by businesses and political organizations to sell their mission and ideas to the public. Spin doctoring is not propaganda, which adds a deceptive element of psychological warfare. Time management is crucial for spin doctors to publicize events in a positive way before someone else can point out negative information.
The term “spin doctor” became a common addition to the English language in the 1980s. Its exact origin is uncertain, but the word is often used to describe public relations experts as well as political or corporate representatives whose job it is to put a “positive spin” on events or situations. The verb “spin doctoring” is also commonly used to describe the job this person does.
If someone controls the rotation, or direction, of an object, they show the sides of it they want to show without shedding light on the rest. A spin doctor uses spin control to emphasize or exaggerate the most positive aspect of something. For example, cigarette companies sell products that are known to be harmful and can make them look bad. If they also provide funding for charity events or build community playgrounds, however that can make them look good. Such examples of “Corporate Social Responsibility” can sometimes put a positive spin on companies that might otherwise be considered bad.
Some PR firms list spin doctoring as one of the services they offer, while others use terms like “transformation strategy” or “image transformation.” This is comparable to the “rebranding” that is done with products that are not selling well to make them more attractive. Businesses and political organizations also often hire professionals to “sell” their mission and ideas to the public. For example, when the United States Department of Homeland Security, which was created after the events of September 11, 2001, did not receive as positive a public reaction as initially hoped, the same corporate brands behind the FedEx name were assumed. to renew the department.
Spin doctoring is not propaganda. The propaganda campaigns don’t simply try to convince through rebranding, but add the deceptive element of “psychological warfare”. Black propaganda is propaganda that appears to come from the enemy and therefore protects its sources if and when the lie is discovered. Gray propaganda occurs when the real source is omitted, as in the example of Radio Free Europe. Radio Free Europe was presented to the public as a platform run by free democratic voices against communist propaganda, and many people believed it. New Jersey Senator Clifford P. Case later admitted that Radio Free Europe was actually a propaganda program run by the CIA.
A spin doctor must keep track of all publicity, such as newspaper articles, from the organization he represents. Information about audience trends and perceptions is useful for a professional to gauge the potential audience reaction to an event. Time management is absolutely crucial, as an event needs to be publicized in a positive way before someone else can reach out to it first and point out any information that the public might consider negative.
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