If there’s one thing that ticks off PR pros, it’s being told that all we do is “spin” information. The statement implies that we’re all bad actors, getting paid solely to whitewash a scoundrel’s image or twist facts to save clients from a reputational disaster.
But just like how Gordon Gecko’s iconic line that “greed is good” contained an element of truth, PR “spin”—in its proper and ethical context—is no different from any other part of a communications strategy. It’s simply helping people tell their story better to reach target audiences more effectively.
The good news is that we can roll our eyes at most of the people who think we only spin. They’ll never become our employers or clients. But what about the 3% of people whom we must show that we do far more than that?
Here are the three steps to show anyone that spin is just fine—as long as it’s ethical.
First, Define PR
It’s hard to have a conversation without common definitions of terms. Start by explaining what PR is: crafting and disseminating narratives to the press that will reach and influence stakeholders.
Then, explain that most PR professionals—like most people—are excited to help clients and employers make a difference. Most of us want to help companies, nonprofits and individuals communicate their messages more effectively than ever before.
Third, explain that it’s not all about CNBC interviews or Wall Street Journal op-eds. We’re not in the infamous green rooms, getting clients ready for 15 minutes of fame. Mostly, we’re just banging our heads against the wall for ideas, editing statements and press releases, and carefully tailoring the same pitch 37 times before sending it (at least) 37 times.
Second, Define ‘Spin’
Now that you’re on the same page about PR, it’s time to address the elephant in the room: yes, spin is part of PR. And no, it’s not always bad. It just depends on how it’s used.
For example, even the most communications-ignorant executive will agree that ads for a new pickup truck that highlight style, utility and superior gas mileage—while burying the outrageous price point—are just fine. By pointing out that this is just marketing’s version of “spin”—and one that nobody thinks is “wrong”—you will probably see a lightbulb go on, which means it’s time to explain the light and dark sides of spin.
Ethical spin was at the core of the Apple/Meta war over consumer privacy. Apple put itself on the side of privacy, allowing consumers to forbid the sharing of their data without express approval. Meta, meanwhile, said that small businesses rely on its surveillance advertising data to reach customers.
Both arguments had validity because privacy and customer support are both good, even when they are in conflict. And neither company was lying—another key part of ethics.
Unethical spin, on the other hand, is what we were seeing each night during the presidential race when Harris and Trump campaign surrogates told us what the candidate “really meant,” or simply gaslit us about the latest outrage. It’s what we saw when Sam Bankman-Fried’s PR team told us he wanted to make the world a better place even as he was defrauding innocent victims out of their life’s savings.
This is the kind of spin that gives ammo to the PR industry’s detractors. It’s pure dishonesty. And by acknowledging that it exists, you’ll see another lightbulb go on—that you, the PR practitioner, can recognize the line between good and bad spin.
Third, Explain Why Bad Spin Gets Poor Results
Okay, so now you and your potential client or employer have the same definition of PR and spin. But having the same definition of “fraud” doesn’t stop people from stealing money every day!
It’s time to close the sale by explaining that bad spin almost always comes back to bite you.
For example, earlier this year, former Starbucks CEO Laxman Narasimhan put disastrous spin on the company’s poor quarterly performance. He blamed the weather and consumers for lower-than-expected sales in stores, and the pundits raked him over the coals for a lack of accountability. And when Narasimhan was replaced by a new CEO a few months later, Starbucks’ stock price shot up 20% just because investors were pleased to see new leadership.
Whoever guided Narasimhan’s narrative dropped the ball. And he or she probably heard about it from angry company executives and journalists eager to create news cycles about the terrible narrative.
And that will bring a third lightbulb: The potential client or boss doesn’t have to hope that you’re not spinning them as you talk. Enlightened self-interest will keep you spinning only the right way.
Spin the spin—the right way
When the public or a potential client sees us as “spin doctors,” the best thing we can do is lean into it and educate them on how spin can align with their marketing messaging. Ask: do they think we should write an op-ed that gives equal weight to their company HR policies, their office custodial schedule and their newly awarded patent? Or should we take a pass on sharing the important but mundane details of their business that target audiences won’t care about, and then “spin” the value of the patent to stakeholders?
It’s an easy answer.
Dustin Siggins is Founder of Proven Media Solutions.