This is a response to the e-mail string (which was forwarded to me by a
friend) regarding WBIR-TV's current promotional campaign in which the
term "spin doctors" is used. To be more specific, the line is, "...to
ignore the spin doctors." I am familiar with the line, because I wrote
it. My name is Steve Dean and I am the promotion manager at WBIR. I
know many of you personally. I have been a speaker at your organization
on at least 2 occasions that I recall.
I must admit to surprise at the virulent reaction to the line. Maybe
our definitions of "spin doctors" are different. First, it not a term
used for every practitioner of Public Relations. Clearly journalists
rely on PR specialists as sources of information and announcements of
company product and position. Clearly, the PR person can be the first
point of contact between a journalist and the stories they cover.
Journalists depend on the PR professional to provide access, schedule
interviews and provide a clear and truthful statement of their company
or client's position on an issue. There has to be a level of trust
between the two parties.
That bond is broken, as all of you well know, when the PR position is
used to obscure the facts, deflect any true investigation, or to
misrepresent the truth in order to gain a more favorable position in the
public's mind. These, in fact, are the practices of the "spin-doctors."
If you feel justified in using any method available to attain positive
media coverage, then the term "spin-doctor" applies, and I am
unapologetic for any offense you may have taken.
Do "spin-doctors" reflect poorly on your profession? Certainly. Does
the term apply to every PR person? Of course not. Are journalists
without flaw? You've got to be kidding. We have Geraldo, for goodness
sakes. But as long as there are "Enrons" of the world, the practices of
both our professions will , and should be, questioned.
I am reminded of a line from Proverbs, "The wicked flee where no man
pursueth....". Where there is no guilt there is no need to defend. I
think this applies to both professions.
Steve Dean
Promotion and Community Relations Manager
WBIR-TV
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