• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading

Spin has for many assumed a central role in public relations theory yet some scholars argue its importance is overstated and its role exaggerated by practitioners. Frequently, spin is associated with an individual identified as a Spin Doctor. In the context of PR, the origin of the word spin is disputed (Andrews, 2005). Most likely it derived from the American game of baseball where the pitcher or thrower puts a spin or turn on the ball as it leaves his hand to effect a change of direction while it is in flight and so confuse the batsman.

In PR-speak, spin refers to attempts to twist a story to the advantage of the originator; to put the best possible gloss on what is written or broadcast. ...

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