Share
Explore BrainMass

Definition and Examples of Spin Doctor

Spin doctors are prepared to intimidate reporters who don't follow their spin - for example, by threatening to withdraw or redirect exclusives.

Solution Preview

The term 'spin doctor' first appeared in the New York Times in 1984. A spin doctor is a campaign official or public relations (PR) expert who attempts to use spin to influence public opinion by placing a favorable bias on information presented to the public, usually via the media. An interpretation of events is selected that maximizes the positives and minimizes the negatives. Timing is crucial. Events tend to have a short shelf-life and by the time an alternative interpretation is available to counter a spin, the news agenda has moved on. So, the phrase also implies an intention, if not to deceive, to at least 'trick' the media into adopting a particular perspective, often for short-term gain (Jones, 1995). Spin doctors are generally associated with the dark arts of political persuasion, with Alastair Campbell and Peter Mandelson, ...

Solution Summary

A spin doctor is a campaign official or public relations (PR) expert who attempts to use spin to influence public opinion by placing a favorable bias on information presented to the public, usually via the media.

$2.19