By Lindsey Kin

Not just the name of an American rock band, ‘spin doctoring’ can be described as the skilful art of taking something that is negative, and twisting it slightly – or not so slightly – into a positive light so that it appears as something good. In my editorial desk for this week, I move away from the CSI bandwagon to investigate the ‘spin doctor’ image of the Public Relations (PR) profession, by asking their take on the spin doctor image.

The term ‘spin doctor’ originates back to the 1980s, and is an idiom that is habitually used to describe PR experts and even political or corporate representatives whose job it is to ensure that a 'positive spin' is placed on particular events or products. Wikipedia defines ‘spin’ techniques as: “Selectively presenting facts and quotes that support one's position (cherry picking), phrasing in a way that assumes unproven truths, euphemisms to disguise or promote one's agenda and ‘burying bad news’: announcing one popular thing at the same time as several unpopular things, hoping that the media will focus on the popular one.”

“At Brand Ambassadors, we take care of all our clients and ensure they are viewed in the public in a positive way. With that being said, there are situations that are beyond anyone's control that may come to light, which might have a negative effect,” says Thulane Hadebe, Director of Brand Ambassadors. He adds, “I do not believe ‘spin doctoring’ is plausible, because the more you ‘spin’ the weaker your credibility becomes. For every situation there is a reaction, and one that needs to be dealt with accordingly. As the saying goes, ‘the truth will prevail.’

For Cathy van Zyl of C-Cubed Communications, “Personally, I really dislike the terms 'spin doctor' and 'spin'. Every time I hear them, I experience flashbacks to several rather unflattering Hollywood movies about so-called PR practitioners and their unsavoury exploits. While I understand that our job as PRs is to disseminate 'good news' stories about our clients, I would like to think that we do so without exaggeration or misrepresenting the facts.”

She adds, “And, should there be 'bad news', we try to answer questions honestly. Briefly, but honestly. That said, for many clients, the terms have no negative or positive connotation - they are simply jargon. Often, we can be too close to a subject and view it only subjectively. Sometimes, we should take a step back, take a deep breath and just walk away.”

What is of greater concern for van Zyl is that - in some industry sectors - PRs are also journalists and/ or columnists. “In my mind, this ‘conflict of interest’ situation can never result in a win-win scenario for anyone. About six or seven years ago, when I was starting a second career as a wine judge/ journalist, a friend in the wine industry asked me to handle his PR. After clearing it with my editor and the organiser of the competition I was intending to judge for, I said 'yes', only to resign from the account two weeks later because the situation just didn't sit well with me," she said.

Chirene Campbell, MD of Owlhurst Communications, says, “In my view, there is nothing worse for a PR professional than being called a ‘spin doctor’ – it leaves a sour taste in the mouth and a bad smell under the nose. Just like doctors, lawyers and yes, even second hand car salesmen (the ethical ones) work hard to preserve the very reputation they’ve taken years to build. It is no different in our industry where, one bad move, one un-kept promise, one untruth and it’s bye-bye trust, credibility and longevity.”

Campbell explains, “We are in the business of building brands and relationships that will benefit both media and marketer and above all else, maintaining ethical business practices while relaying client truths. If you’re willing to throw your name away for a quick buck, you’re in the wrong profession and should not be surprised to hear ‘Julie, get my spin doctor on the phone’.”

Although the aim of such art is to place brands, products and people among others in a positive light, the description of the art itself is not positive. Spin doctoring has been viewed in a negative light due to the simple fact that people perceive public relations officers as those who only put a positive spin about the clients they work for, and not necessarily the truth.

What is your take on the ‘spin doctor’ image? Share your comments with us on our blog.