Definition of ’spin’

I’m making an attempt to define ‘spin’ as I was called a ‘spin doctor’ today and felt pretty annoyed, although I realised that some people may see it as a compliment! And I am sure they didnt think I was a member of the New York band!

‘Spin’ is a pejorative term (isn’t it?) signifying a heavily biased favourable portrayal of an event or situation. Leach in “Exploring Public Relations” defines ‘spin’ as: “…attempts by politicians and their advisers to put their own selective interpretation on news stories…” which he identifies as leading to public cynicism and distrust of government.

Exploring PR

The origins of the term, may go back to the phrase ’spinning a yarn’ which seems to have originated with sailors telling ‘tall’ stories. Bagnall wrote in The Independent on Sunday back in 1996 that the origin of the term could have begun with baseball whether the pitcher attempts to disguise the delivery of the throw. It began to be used in a political and promotional context in the late 1980s, originally in the US then also in the UK.

The effects of ‘spin’ in the UK have been written about in the context of the election campaign of 1997, although it is widely acknowledged that the earlier Conservative government used ‘spin’ too. Stuart Ewen argues in “PR! A Social History of Spin” that political spin grew out of the presidential campaigns in the US and was adapted through the corporate use of PR through the early exponents in the ‘20s and ‘30s such as Bernays.

The ethics around the use of persuasion by PR practitioners have not been fully resolved in my opinion. In his discussion about negative political campaigning, Drew Westen in “The Political Brain”

The Political Brain

attempts to define when campaigning goes beyond acceptable ethical standards as:” A candidate or party that is willing to practice the “politics of personal destruction”, showing no concern about who is destroyed in the process, lacks the normal capacity for conscience that is a prerequisite to participatory democracy”.

George Pitcher writing as a journalist (and also the founder of an issues management agency), about a ‘spin-culture’, describes it as “…both a product of the society in which we live and a replacement for engagement with real issues – a triumph of presentation over content, that values how we are perceived rather than how we behave or what we believe”. He argued that “You no longer argued about an issue. You argued about a position”. Pitcher is also well aware of the irony of his own name in any discussion around spin! 

In my opinion, ‘spin’ is one of the tools or techniques of propaganda and operates as a one-way communication seeking to give a distorted or highly favourable interpretation or events or news. It has become a negative force in the reputation of PR and PR practitioners – hence my dislike for being called a spin doctor! It has also damaged the credibility of politicians and is a contributing factor to the public’s discontent with politics in the UK and USA.

US & UK Culture and Politics comparison

The profile of Thomas Gensemer of Blue State Digital in PR Week (18 September) criticised the Labour Party’s digital strategy saying that it “lacked senior-level buy in…”

It is all too easy to criticise digital strategies and to assume that if something worked in the US then it would work here.

The Table below is my attempt to summarise areas of cultural and political similarity between the US and the UK. There are some strong areas of similarity (shown as Box 1) which would argue that similar communications techniques could be transferable from the US to the UK. There are, however, also areas (shown as Box 2) which suggest that the cultures and political systems are too dissimilar.

The take up of the internet in the UK (43.2%) still lags far behind the US (74.4%) according to research by Internet World Stats in March 2009.

US & UK Culture & politics	Comments
BOX1 – similarities1. Mass communications media: US film, television 2. Mass new media: YouTube, internet, Twitter 3. ‘Special Relationship’ 4. Common language 5. Two ‘Houses’ in Congress and Westminster 6. Elections to choose party to govern the country 7. Two main political parties 8. History of community involvement 9. Disengagement with formal politics 10. Political issues: Iraq, Afghanistan, health, education, the economy 11. Joint military operations	1. Version of US culture is filtered by producers/directors so not a true version of US culture 2. New media not as prevalent in the UK 3. Strong political alliance going back to second world war.   8. Civil rights movement in US not replicated in UK. 9. The disengagement is prior to the 2008 Presidential campaign in the US.
Box 2: contrasts1.       UK relies on its own news media 2.       Cultural ties in the US to African-American  and Latin American culture 3. Cultural ties in the UK to Europe and the Commonwealth 4. US President and UK Prime Minister selected differently 5. Choice of party to govern elected differently 6. US lack of focus on foreign policy prior to 9/11 7. Different focus in UK for education & health – more concern with quality than access 8. Federal government in US and devolution in UK different systems of democracy 9. UK has hereditary monarchy	1. Internet gives access to global news reporting. 2. No election for the post of Prime Minister

                                                                                                 

5 Steps to Happiness

Last week I attended a seminar organised by the University of Cambridge Programme for Sustainability Leadership. The topic was to encourage debate about what the next economy may look like to build sustainable development rather than the reliance on unsustainable growth.

One of the speakers was Nic Marks, the founder of the nef Centre for Well-Being. He was the lead author of the Happy Planet Index and is an advisor to the government of Bhutan on how to construct indicators for Gross National Happiness.

In his talk, he outlined his analysis that the lack of a positive vision for a sustainable future resulted in the psychological condition of ‘freezing’ when confronted by the fear of the negative environmental impacts. He recommends a more positive vision to have a new economic system based around improving ‘well-being’ which he defines as “people’s lived experience”. He pointed out that the current economic system which until recently had delivered booming growth, had not led to increased happiness.

I thought that there was some resonance to his arguments to focus on positive messages to the Obama campaign which promised change, hope and positive values. This emotionally compelling approach was also outlined as a blueprint for campaigns by Drew Westen.

Nic’s research had identified 5 factors or themes which contribute towards increased well-being which I will attempt to summarise below:

1. Connect

Develop ‘thick’ and ‘thin’ relationships. ‘Thick’ relationships are the close ones to your family and closest friends. ‘Thin’ relationships are your wider social network of colleagues, associates and aquaintances.

2. Get Active

This is not only being physically active, but can be as simple as getting outside for a walk. Nic pointed out that depression can be alleviated by taking a walk. Physical activity boosts the sense of well-being through ‘happy’ hormones such as endorphins.

3. Take Notice

This was described by Nic as developing “mindfulness and reflection”. It could also be spirituality – whatever works for an individual.

4. Keep Learning

Keeping learning is important to provide new stimulus and keep the mind alert. Nic claimed that the capacity to learn continues right through into 80 year olds so that it is possible to “teach old dogs new tricks“!

5. Give

Compassion and generosity for others was also identified as a major contributing factor to well-being.

Lots of interesting ideas! I was particularly interested in the concept of producing and communicating a positive vision to encourage change. It will be interesting to attempt to apply the 5 steps or themes!

Put ‘Public’ Back into PR

In today’s Daily Telegraph Business supplement, data from Hitwise  is reported to show that Twitter has overtaken MySpace for the first time in its league of top social networking websites. At 2.21%, both are still waaaay behind Facebook (47.50%) and YouTube (16.63%) in the UK.

So why should we (Corporate Communications professionals) care? At the core of public relations is the concept of a two-way relationship between an organisation and its stakeholders. With the advent of social media and the concept of Web2.0, the two-way relationship has been expanded to multi-way. The CIPR definition   is “PR is about reputation – what you do, what you say and what others say about you”. This idea of multiple conversations was floated in August 2008 by Brian Solis with his ‘Conversation Prism’ which artistically attempted to demonstrate the evolving network of relationships available through social media.

Conversation Prism

He has now written a new book with Deirdre Breakenridge called “Putting the Public Back into PR” . The book is a very straightforward guide to how PR professionals can use social media and what Web2.0 and PR2.0 can offer. I liked the way it was written in straightforward language, rather than the inaccessable ‘Geek-speak’ which can put people off!

Put Public Back

The reason I argue that all corporate communications professionals need to know how to make use of new media is pretty simple: our audiences use new media. We can bypass traditional media channels and reach out and engage directly with individuals and groups interested in our organisation and in its products or services,or interested in our values and the way we do business.

Current Interim Market

My view of the interim market for senior corporate communications roles is that it continues to be very thin. Fortunately for me, I am on assignment with NHS London courtesy of Veredus. The NHS across London are on a real recruitment drive for non-medical staff in a number of roles.

In addition to Veredus, Morgan Law also seem very active at the moment, although Veredus tends to cover more senior roles.

Good luck to interims looking for assignments at the moment!

Downing Street Spokesperson

I was surprised to read that Simon Lewis is becoming Gordon Brown’s spokesperson. He has taken on and thrived in some really tough roles (Centrica and Buckingham Palace) and achieved success in having communications accepted as a Board appointment.

He was very courteous to me, giving me career advice when I left Royal Mail.

His new role must be the toughest challenge that he has undertaken.

Joint Livery Dinner

Mansion House

Last night I attended the first Joint Livery Dinner at the Mansion House held by the Information Technologists’ Company and the Guild of PR Practitioners. The Lord Mayor, Ian Luder, thought that it may have been the first time that two female Masters had hosted a dinner at the Mansion House. Josephone Connell, the Master of Information Technologists and Una Riley, the Master of the PR Practitioners kept the Mayor’s ears very busy all evening – to the extent that he was glad of the opportunity to make his speech to get a word in edgeways!

The PR Guild had also sponsored the first Herald’s Award, presented at the dinner by the Windsor Herald (who designed the Guild’s badge). The winner of the first award, was Charles Lewington who had promoted the Gregor Mackay Fund set up in memory of Gregor who died at the age of 36 from a rare form of cancer.

I was fortunate to be sat between my guest, Colonel Alastair Bruce of Crionaich and Stuart Errington. Colonel Alastair is the senior communicator in the Territorial Army, a correspondent for Sky News on constitutional matters, a Herald, a Royal Archer, an Equerry and published author. A real portfolio career! Stuart had been chair of the Citizens Advice Bureaux and was a banker with Barclays.

The PR Guild is seeking new members as it transitions into a Worshipful Company. It has recently formed an association with the Territorial Army Media Operations Group whose Commanding Officer, Lt Col Tim Purbirck was also present.

A very enjoyable evening.

PR Guild badge

Bustard babes

I thought that it was rather ironic to read the subtitle “Britain is failing to teach essential scientific literacy” in today’s “Times”. This is the same edition where the Countryside Editor claims that Great Bustard chicks “were born the previous day”. No wonder the birds are declining if they have to give birth to their chicks!

Male Bustard

But going back to the leading article, I do wonder whether there are similar lessons for PR practitioners. The article argues that the gulf between scientists and literary intellectuals is a problem of language. It claims that much scientific argument is presented in inaccessible jargon. Does the language of new media create a similar gulf with practitioners? Terms like ‘mashable’, ‘digital platforms’, ‘APIs’, ‘UGC’ which appear in job adverts, blogs and articles can create a divide between those “in the know” and those who may feel in the same camp as the “natural luddites” (described by C.P.Snow). Is it a case where the jargon can lead to incomprehension by clients and colleagues or is the shorthand simply that – the language of experts?

Time to smile!

When attempting to compose messages for Twitter, wouldnt it be wonderful if they could be of the quality of these old quotes?

The exchange between Churchill and Lady Astor:    She said, ”If you were my husband I’d give you poison,” and he said, “If you were my wife, I’d drink it.”

A member of Parliament to Disraeli:   “Sir, you will either die on the gallows or of some unspeakable disease.” “That depends, sir,” said Disraeli, “on whether I embrace your policies or your mistress.”

“He had delusions of adequacy.” – Walter Kerr

“He has all the virtues I dislike and none of the vices I admire.” – Winston Churchill

“A modest little person, with much to be modest about.” – Winston Churchill

“I have never killed a man, but I have read many obituaries with great pleasure.”  - Clarence Darrow

“He has never been known to use a word that might send a reader to the dictionary.” - William Faulkner (about Ernest Hemingway).

“Poor Faulkner.  Does he really think big emotions come from big words?”  - Ernest Hemingway (about William Faulkner)

“Thank you for sending me a copy of your book; I’ll waste no time reading it.” - Moses Hadas

“He can compress the most words into the smallest idea of any man I know.” -  Abraham Lincoln

“I didn’t attend the funeral, but I sent a nice letter saying I approved of it.”  - Mark Twain

“He has no enemies, but is intensely disliked by his friends.” – Oscar Wilde

“I am enclosing two tickets to the first night of my new play; bring a friend…. if you have one.” - George Bernard Shaw to Winston Churchill

“Cannot possibly attend first night, will attend second… if there is one.”  - Winston Churchill, in response.

“I feel so miserable without you; it’s almost like having you here.” – Stephen Bishop

“He is a self-made man and worships his creator.” – John Bright

“I’ve just learned about his illness. Let’s hope it’s nothing trivial.” – Irvin S. Cobb

“He is not only dull himself; he is the cause of dullness in others.” – Samuel Johnson

“He is simply a shiver looking for a spine to run up.” – Paul Keating

 

“There’s nothing wrong with you that reincarnation won’t cure.” – Jack E. Leonard

 

“He has the attention span of a lightning bolt.”  - Robert Redford

“They never open their mouths without subtracting from the sum of human knowledge.” – Thomas Brackett Reed

“In order to avoid being called a flirt, she always yielded easily.”  - Charles, Count Talleyrand

“He loves nature in spite of what it did to him.” -  Forrest Tucker

“Why do you sit there looking like an envelope without any address on it?”  - Mark Twain

“His mother should have thrown him away and kept the stork.”  - Mae West

“Some cause happiness wherever they go; others, whenever they go.”  - Oscar Wilde

“He uses statistics as a drunken man uses lamp-posts… for support rather than illumination.” – Andrew Lang (1844-1912)

“He has Van Gogh’s ear for music.” – Billy Wilder

“I’ve had a perfectly wonderful evening. But this wasn’t it.” – Groucho Marx

Perhaps there is scope for finding fabulous pithy Tweets and saving them for posterity?

Organisational Personality

At first, I thought the concept of organisations having a personality was part of what I understood as an element of branding. But what Fiona Coffey was talking about last night was organisational personality as assessed using Myers Briggs  principles. (I am still recovering from applying a Myers Briggs analysis of my blog which revealed by blog-style to be INTJ – defined as a Scientist !!!).

Fiona Coffey

What Fiona was recommending was that interims and management consultants should consider what an organisation’s personality style could be to understand what sort of approach or techiques could work. A crude summary of her thinking/analysis is that the four styles of Myers Briggs applies:

Energy:Extrovert/Introvert Extrovert organisations could be characterised as looking for answers “out there” or external to the oganisation. Introverted organisations are more inward looking and expect to find solutions “in the family”

Information gathering: Sensing/Intuitive Sensing organisations are more comfortable with incremental change and may focus first on changing structures. Intuitive organisations are more ready to embrace transformational change and consider changing values.

Decision Making: Thinking/Feeling A ‘thinking’ organisation considers it important to “do the right thing” whereas a ‘feeling’ organisation is comfortable seeking harmony and consensus as “working well together”.

Operating Styles: Judging/Perceiving A ‘judging’ organisation wants to “cut to the chase” whereas a ‘perceiving organisation’ doesnt want to miss an opportunity.

Her advice to fellow interim/consultants was:

 - to consider the organisational personality and dont seek to fight it!

 - be respectful of the organisational personality and consider how to match your approach to deliver results

 - know our own working styles and personality type and how to use them to influence the organisation

 - engage in reflective practice: consider the bigger picture as well as focusing on delivery of objectives.

I found the approach interesting and worth considering. The talk was organised by Gatenby Sanderson who provide permanent and interim candidates, principally in the public sector. They will be putting a video of Fiona’s talk onto their website in the near future.

Networking opportunities for interims are really useful to meet people engaged in similar work, and to mingle with the agency team too. Not all providers do this kind of approach – so well done to the ‘GS’ team!