Spin

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 with public relations (PR), although that association is highly [Page 1538]criticized by PR practitioners and educators. Part of the reason for this association with PR is that spin is associated heavily with persuasion, which is related to PR practice. The difference between spin and PR, however, is that PR practice is rooted in ethical norms and practices of the field, such as those established by professional organizations. Conversely, spin is a communication practice that is exclusively self-serving, focusing on the image and influence of the speaker. Although frequently associated with politics, spin is also associated with business, nonprofit organizations, or any situation where news events are framed in a positive way by an interested party. Typically, this results in media framing of an issue that benefits one specific perspective or portrayal of an event.

This entry focuses on spin as a term and as a concept, especially with regard to PR, media relations, and politics. It concludes with a discussion of contemporary connotations and associations of the term and concept.