Public Relations

Spin Versus Lying

While public relations practitioners are loath to consider themselves liars, they comfortably view their profession as involving spin. Spin is the term used to capture the ethical side of a fine line in public relations. Outright deception would involve providing a public with inaccurate information. In contrast, spin involves providing information in such a way as to guide the targeted public in the interpretation of that information. Spin involves finding a way to view and discuss an issue that helps an organization accomplish its goals strategically. Various techniques are used to spin a story in the interest of an organization while walking a fine line regarding deception.

Spin can involve withholding information at a current moment. One example of this is stonewalling. Stonewalling occurs when a spokesperson postpones providing information that may reflect poorly on the organization.

Spin also involves tailoring a message to minimize the more injurious aspects of that message. This can occur, for example, when an organization facilitates and reports about relevant research studies. Organizations can sponsor research studies, give input into which population is studied, report only those results that reflect positively on the organization, and reinterpret research study results to downplay the negative implications of findings.

Another type of spin involves dispersal. Dispersal occurs when agents of an organization are sent directly to an affected public to provide positive information about a company. An example of dispersal is the work of lobbyists, who advocate for the goals of an organization.

The difference between spin and deception is consequential. This is because lying can have the reverse effect than desired in public relations. Public relations goals are harder to achieve once trust with a public is broken through a deceptive act on the part of an organization. Moreover, public relations representatives have been prosecuted and fined for engaging in deceptive practices. Public relations practitioners walk a fine line when it comes to deception. As a result, the ways in which organizations manage their reputation has implications for legal, political, and health issues, among other important issues. Media representations of the public relations industry often depict the struggle faced by ethical public relations practitioners.

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