Spin is a pejorative term that is associated with manipulative communication practices typically used during media relations. Frequently, the practice is associated with so-called spin doctors who are media relations professionals who use their insight and media techniques to influence public opinion through the press. In the age of social media, spin is something that can be used in multiple channels including traditional media, but also personal websites, social media, and advertising. However, spin is frequently associated with an organization’s or person’s ability to shape their organizational or personal image in a way that heavily influences public perception. Skills include being able to persuasively communicate with the public, the press, and even individuals in a way that influences their opinions and perceptions.

Spin is sometimes associated ...

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