I don't know folks, but it sounds like a tempest in a teapot.  I do
not believe that "spin doctors"  is that much of a pejorative term.
In fact, there is a significant element of truth in it. Certainly, it
is much nicer than some terms used by the media to describe public
relations professionals. As one who has seen such terms as "flack"
and "paid professional prevaricator" bandied about for half a
century, I  am not angered by the term "spin doctor." And, at the
risk of being drummed out of the chapter, I have to agree with much
that Steve Dean had to say. The fact remains that we are our own
worst problem.
Before preparing the tar and feathers, let me explain: First, when
last I checked, about 20 percent of persons who bill themselves as
PRs are members of the PRSA.  The other 80 percent include a
significant number of charlatans, many of whom deal in the
fraudfulent and the obscene.    One only has to look at his/her daily
trash email that comes from so-called professionals. Discussions at
all levels of PRSA have, over the years I've been involved,  tried to
cope with this problem. In fact, at one time consideration was given
to lobbying for state licensure in an effort  to curb the number of
charlatans claiming to be PRs.
I feel that the second problem involves the failure of public
relations pofessionals to raise their own level of professionalism.
Also, I find it disturbing that we can do an outstandibg job of
advising our clients on how to deal with  PR activities and how to
cope with PR problems, But we do a lousy job of promoting PR as a
significant, important profession.
By the way, anybody who hasn't found shortcomings in the media,
doesn't read the papers or watch TV. Errors are routine and,
unfortunately, the quality of journalism as reflected by some local
and natioinal media appears to be typified by the gigglers who
anchor such programs as CNN Headline News.
HICobert

>Status:  U
>Date:     Tue, 26 Feb 2002 00:00:19 -0500
>Reply-To: Public Relations Society of America <[log in to unmask]>
>Sender: Public Relations Society of America <[log in to unmask]>
>From: Automatic digest processor <[log in to unmask]>
>Subject:  PRSATALK Digest - 24 Feb 2002 to 25 Feb 2002 (#2002-19)
>To: Recipients of PRSATALK digests <[log in to unmask]>
>X-Virus-Scanned: by amavisd-milter (http://amavis.org/)
>
>There are 7 messages totalling 453 lines in this issue.
>
>Topics of the day:
>
>   1. WBIR promo is an insult to PR professionals (3)
>   2. MTSU job posting
>   3. WBIR Promo (2)
>   4. PRSA Volunteer Chapter--March Meeting
>
>----------------------------------------------------------------------
>
>Date:    Mon, 25 Feb 2002 07:44:32 -0500
>From:    "McCormick, Gary" <[log in to unmask]>
>Subject: Re: WBIR promo is an insult to PR professionals
>
>I have a better idea on how to deal with the promotion of WBIR.  Would all
>the "spin doctors" who have pitched a story within the last year that was
>covered by WBIR please forward the release and the date of the story to WATE
>and WVLT, demonstrating that WBIR does "indeed" use the work of spin doctors
>and, in addition, uses untruths to promote its station and ratings.
>
>While I'm sure no reputable station would use the information, can you
>imagine the word on the street.  Just a evil thought that I couldn't help
>expressing.
>
>On a positive note, I suggest working with National, Tom Looney (current
>president), Mary Beth West (national board member) and myself (district
>board member) to make an appointment to sit down with WBIR promotion and
>discuss this ad and why we object to its use and insinuations.
>
>Gary McCormick, APR
>Coleman Research Corporation
>865-690-0383
>865-690-0639 FAX
>865-659-9743 CELL
>[log in to unmask]
>
>-----Original Message-----
>From: Ann Hinch [mailto:[log in to unmask]]
>Sent: Sunday, February 24, 2002 8:16 PM
>To: [log in to unmask]
>Subject: Re: WBIR promo is an insult to PR professionals
>
>
>>  Rant over. Would love to see others' opinions of this disgusting promo. I
>am
>>  highly offended and wonder if any of you are, too.
>
>
>Perhaps it would be far better to do something that shows the public what
>positive contributions PR makes to society, rather than criticizing the
>media for denouncing the profession. As you said, the public already has a
>skeptical view of PR professionals and corporate America and their
>relationship to each other; if you get upset with the station, I have a
>feeling the station could turn that to its advantage somehow, and people
>would be left thinking, "Aha! They (PR people and companies) DO have
>something to hide!"
>
>Why not denounce the term "spin doctors" and emphasize "public relations?"
>Point out how PR people are valuable in getting correct information out to
>the media and the public, and how a real professional concentrates not on
>covering up something bad that happened, but on admitting mistakes and
>reassuring the public that it's being handled well (and HOW it's being
>handled) and why it won't happen again. Point out how valuable public
>relations offices are to company employees, when a good PR office can handle
>a situation both truthfully and professionally that saves the company and,
>in turn, those workers' (the common people's) jobs. Point out how valuable
>PR people help those at the top of a company understand better their
>employees' and the public's needs, and how the company's policies are then
>geared toward benefitting the employees and public. Point out how PR people
>are responsible for getting new product and service information out to the
>public in a timely and helpful manner by working with the media.
>
>I'm not sure what form this self-promo would take, whether an ad or some
>sort of public service campaign on the parts of the PRSA or maybe charitable
>contributions from companies that specialize in public relations.
>
>Now I feel like I've gone from "preaching to meddling," as a county
>commissioner I once knew used to say, so I'll button up. Just my two tiny
>cents, as a journalist for eight years.
>
>Ann
>
>------------------------------
>
>Date:    Mon, 25 Feb 2002 08:48:20 -0500
>From:    "Jon C. Lundberg" <[log in to unmask]>
>Subject: Re: WBIR promo is an insult to PR professionals
>
>Although I haven't seen the ad, I might suggest the more importance you give
>to this - the more exposure WBIR will receive.  Wouldn't potential national
>involvement lead to stories in the Knoxville News an other media?
>
>Turn this around folks - How many times has one of your clients wanted to
>respond to an editorial or letter to the editor, a response you knew would
>only draw greater negative exposure for the organization?
>
>
>Jon
>
>
>>  -----Original Message-----
>>  From: Public Relations Society of America
>>  [mailto:[log in to unmask]]On Behalf Of McCormick, Gary
>>  Sent: Monday, February 25, 2002 7:45 AM
>>  To: [log in to unmask]
>>  Subject: Re: WBIR promo is an insult to PR professionals
>>
>>
>>  I have a better idea on how to deal with the promotion of WBIR.  Would all
>>  the "spin doctors" who have pitched a story within the last year that was
>>  covered by WBIR please forward the release and the date of the
>>  story to WATE
>>  and WVLT, demonstrating that WBIR does "indeed" use the work of
>>  spin doctors
>>  and, in addition, uses untruths to promote its station and ratings.
>>
>>  While I'm sure no reputable station would use the information, can you
>>  imagine the word on the street.  Just a evil thought that I couldn't help
>>  expressing.
>>
>>  On a positive note, I suggest working with National, Tom Looney (current
>>  president), Mary Beth West (national board member) and myself (district
>>  board member) to make an appointment to sit down with WBIR promotion and
>>  discuss this ad and why we object to its use and insinuations.
>>
>>  Gary McCormick, APR
>>  Coleman Research Corporation
>>  865-690-0383
>>  865-690-0639 FAX
>>  865-659-9743 CELL
>>  [log in to unmask]
>>
>>  -----Original Message-----
>>  From: Ann Hinch [mailto:[log in to unmask]]
>>  Sent: Sunday, February 24, 2002 8:16 PM
>>  To: [log in to unmask]
>  > Subject: Re: WBIR promo is an insult to PR professionals
>>
>>
>>  > Rant over. Would love to see others' opinions of this
>>  disgusting promo. I
>>  am
>>  > highly offended and wonder if any of you are, too.
>>
>>
>>  Perhaps it would be far better to do something that shows the public what
>>  positive contributions PR makes to society, rather than criticizing the
>>  media for denouncing the profession. As you said, the public already has a
>>  skeptical view of PR professionals and corporate America and their
>>  relationship to each other; if you get upset with the station, I have a
>>  feeling the station could turn that to its advantage somehow, and people
>>  would be left thinking, "Aha! They (PR people and companies) DO have
>>  something to hide!"
>>
>>  Why not denounce the term "spin doctors" and emphasize "public relations?"
>>  Point out how PR people are valuable in getting correct information out to
>>  the media and the public, and how a real professional concentrates not on
>>  covering up something bad that happened, but on admitting mistakes and
>>  reassuring the public that it's being handled well (and HOW it's being
>>  handled) and why it won't happen again. Point out how valuable public
>>  relations offices are to company employees, when a good PR office
>>  can handle
>>  a situation both truthfully and professionally that saves the company and,
>>  in turn, those workers' (the common people's) jobs. Point out how valuable
>>  PR people help those at the top of a company understand better their
>>  employees' and the public's needs, and how the company's policies are then
>>  geared toward benefitting the employees and public. Point out how
>>  PR people
>>  are responsible for getting new product and service information out to the
>>  public in a timely and helpful manner by working with the media.
>>
>>  I'm not sure what form this self-promo would take, whether an ad or some
>>  sort of public service campaign on the parts of the PRSA or maybe
>>  charitable
>>  contributions from companies that specialize in public relations.
>>
>>  Now I feel like I've gone from "preaching to meddling," as a county
>>  commissioner I once knew used to say, so I'll button up. Just my two tiny
>>  cents, as a journalist for eight years.
>>
>>  Ann
>>
>
>------------------------------
>
>Date:    Mon, 25 Feb 2002 08:49:51 -0600
>From:    Susan Barnes <[log in to unmask]>
>Subject: MTSU job posting
>
>>COORDINATOR-MARKETING AND DEVELOPMENT
>>CONTINUING STUDIES
>>(POS. #417090 / REQ. #P2284)
>>
>>RESPONSIBILITIES:  Reporting to the Dean of Continuing Studies, the
>>Coordinator is responsible for planning and administering marketing and
>>fund raising strategies for the Division.  Will work with the
>>Development Office to solicit donations from Continuing Studies clients
>>through direct mail and other methods.  Other responsibilities include:
>>work with Continuing Studies staff to identify programs that require
>>outside financial support; determine goals for fund raising efforts;
>>work with Sponsored Programs to identify and apply for grants for
>>non-credit programs; prepare annual reports; track program participants,
>>program outcomes, database effectiveness and return on marketing
>>investment.  Perform other related duties as assigned.
>>
>>QUALIFICATIONS:  Bachelor's degree and one year of full time experience
>>in marketing, development, public relations, or related field required.
>>Previous grant writing experience desired.  Must possess knowledge of
>>accounting/bookkeeping and strong interpersonal/communication skills.
>>
>>SALARY RANGE: $29,156.00 - $35,278.00
>>
>>FILING PROCEDURE: Interested applicants should submit the following
>>required materials:  (1) a cover letter indicating interest in the
>>position (SPECIFY ABOVE JOB TITLE AND POSITION NUMBER IN YOUR LETTER);
>>(2) a complete resume with the name, address, and phone number of three
>>professional references: and (3) an MTSU Application for Employment Form
>>(available by printing off the Internet at: http://www.mtsu.edu/~hrs or
>>by calling (615) 898-2928).
>>
>>FILING DEADLINE: March 19, 2002
>>
>
>------------------------------
>
>Date:    Mon, 25 Feb 2002 13:44:03 -0500
>From:    "Copelan, Melissa" <[log in to unmask]>
>Subject: Re: WBIR promo is an insult to PR professionals
>
>My suggestion would be to cordially invite Ted Hall to speak at an upcoming
>local chapter meeting (I'm only half-way kidding when I say this).
>
>TITLE:  "Avoiding the Spin:  A Journalist's Perspective on PR in the New
>Millennium."
>
>Melissa Copelan
>Marketing/PR Manager
>Fort Sanders Foundation
>Phone: 541-1224, Fax:  541-2878
>Member, Public Relations Society of America
>
>
>>  -----Original Message-----
>>  From: McCormick, Gary [SMTP:[log in to unmask]]
>>  Sent: Monday, February 25, 2002 7:45 AM
>>  To:   [log in to unmask]
>>  Subject:      Re: WBIR promo is an insult to PR professionals
>>
>>  I have a better idea on how to deal with the promotion of WBIR.  Would all
>>  the "spin doctors" who have pitched a story within the last year that was
>>  covered by WBIR please forward the release and the date of the story to
>>  WATE
>>  and WVLT, demonstrating that WBIR does "indeed" use the work of spin
>>  doctors
>>  and, in addition, uses untruths to promote its station and ratings.
>>
>>  While I'm sure no reputable station would use the information, can you
>>  imagine the word on the street.  Just a evil thought that I couldn't help
>>  expressing.
>>
>>  On a positive note, I suggest working with National, Tom Looney (current
>>  president), Mary Beth West (national board member) and myself (district
>>  board member) to make an appointment to sit down with WBIR promotion and
>>  discuss this ad and why we object to its use and insinuations.
>>
>>  Gary McCormick, APR
>>  Coleman Research Corporation
>>  865-690-0383
>>  865-690-0639 FAX
>>  865-659-9743 CELL
>>  [log in to unmask]
>>
>>  -----Original Message-----
>>  From: Ann Hinch [mailto:[log in to unmask]]
>>  Sent: Sunday, February 24, 2002 8:16 PM
>>  To: [log in to unmask]
>>  Subject: Re: WBIR promo is an insult to PR professionals
>>
>>
>>  > Rant over. Would love to see others' opinions of this disgusting promo.
>>  I
>>  am
>>  > highly offended and wonder if any of you are, too.
>>
>>
>>  Perhaps it would be far better to do something that shows the public what
>>  positive contributions PR makes to society, rather than criticizing the
>>  media for denouncing the profession. As you said, the public already has a
>>  skeptical view of PR professionals and corporate America and their
>>  relationship to each other; if you get upset with the station, I have a
>>  feeling the station could turn that to its advantage somehow, and people
>>  would be left thinking, "Aha! They (PR people and companies) DO have
>>  something to hide!"
>>
>>  Why not denounce the term "spin doctors" and emphasize "public relations?"
>>  Point out how PR people are valuable in getting correct information out to
>>  the media and the public, and how a real professional concentrates not on
>>  covering up something bad that happened, but on admitting mistakes and
>>  reassuring the public that it's being handled well (and HOW it's being
>>  handled) and why it won't happen again. Point out how valuable public
>>  relations offices are to company employees, when a good PR office can
>>  handle
>>  a situation both truthfully and professionally that saves the company and,
>>  in turn, those workers' (the common people's) jobs. Point out how valuable
>>  PR people help those at the top of a company understand better their
>>  employees' and the public's needs, and how the company's policies are then
>>  geared toward benefitting the employees and public. Point out how PR
>>  people
>>  are responsible for getting new product and service information out to the
>>  public in a timely and helpful manner by working with the media.
>>
>>  I'm not sure what form this self-promo would take, whether an ad or some
>>  sort of public service campaign on the parts of the PRSA or maybe
>>  charitable
>>  contributions from companies that specialize in public relations.
>>
>>  Now I feel like I've gone from "preaching to meddling," as a county
>>  commissioner I once knew used to say, so I'll button up. Just my two tiny
>>  cents, as a journalist for eight years.
>>
>>  Ann
>>
>This E-mail contains PRIVILEGED AND CONFIDENTIAL INFORMATION intended only
>for the use of the Individual(s) named above.  If you are not the intended
>recipient of this E-mail, or the employee or agent responsible for
>delivering it to the intended recipient, you are hereby notified that any
>dissemination or copying of this E-mail is strictly prohibited.  If you have
>received this E-mail in error, please immediately notify us at (865)
>374-4900 or notify us by E-mail at [log in to unmask]
>
>------------------------------
>
>Date:    Mon, 25 Feb 2002 13:53:48 -0500
>From:    "Dean, Steve" <[log in to unmask]>
>Subject: WBIR Promo
>
>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
>
>------------------------------
>
>Date:    Mon, 25 Feb 2002 15:31:28 -0500
>From:    Candace White <[log in to unmask]>
>Subject: Re: WBIR Promo
>
>Steve, we met when we were both on the advisory board for Dance Marathon
>(Children's Hosptital).  Thank you so much for your thoughtful reply to our
>discussion group.  I think there is still a bit of damage to the profession,
>though, when the term "spin doctor" is tossed about on the air without the
>good explanation you've provided here.  The viewing public is likely to
>paint all public relations persons with the same brush (or assume that WBIR
>is doing so).  Thanks again for responding.
>
>Candace White, Ph.D.
>Associate Professor
>School of Journalism & Public Relations
>330 Communications Building
>University of Tennessee
>Knoxville, TN  37996-0330
>phone - (865) 974-5112
>fax -   (865) 974-5056
>
>------------------------------
>
>Date:    Mon, 25 Feb 2002 18:28:47 -0500
>From:    "Looney, Thomas K" <[log in to unmask]>
>Subject: PRSA Volunteer Chapter--March Meeting
>
>Don't miss the next Volunteer Chapter PRSA meeting scheduled for
>Friday, March 22 at 11:30 a.m. "Tour the New Convention Center"
>
>We'll meet at the Holiday Inn World's Fair. Go through the lobby to the
>restaurant and take a right toward the escalators.  Before you get to the
>escalators there is a bear (Bear in the City), we'll register there.
>
>A boxed lunch will be served followed by a brief meeting. Then we'll tour
>the new convention center!
>
>RSVP
>no later than Monday, March 18 to Hope Warfel at:
>
>[log in to unmask]
>
>(vegetarian plates available, please specify)
>
>RSVP's after Monday will incur an additional $3 charge. No shows will be
>billed.
>
>Thanks. See you on the 22nd.
>
>Directions to the Holiday Inn World's Fair
>From I-40
>Exit 388 Downtown
>Follow Henley Street signs
>Holiday Inn is on the right.
>
>
>NEXT MONTH
>It's time to honor each other. Mark your calendars for the annual awards
>gala celebration at Club LeConte on Saturday, April 20th at 6:30 p.m.
>
>If you haven't entered and would like there's still time. Deadline for
>entries is March 7. For more information contact Holly Egan at 865-588-7646
>or at [log in to unmask]
>
>------------------------------
>
>End of PRSATALK Digest - 24 Feb 2002 to 25 Feb 2002 (#2002-19)
>**************************************************************


--