Spin Doesn’t Have to Be a Dirty Word

July 4, 2008 at 5:05 pm (Public Relations Info) (Misconceptions, Public Relations, Spin Doctors)

There are multiple definitions of public relations, as there are laundry detergents.

THE SPIN DOCTORS

Some believe PR people craft messages evoked with feelings of fear and guilt, to persuade people into believe something. Or others would add that public relations practitioners are hired to schmooze and win people over. However the most common belief is public relations is about “spin.” Spinning an issue, service or product to make it look better than what it actual is.

BREAKING IT DOWN TO ITS SIMPLEST FORM

In reality some practitioners do practice these method. However the general public may not realize, but there is merit in the art of PR. To clear up any confusion before proceeding, lets define public relations to its simplest and begin with a base definition that can be agreed upon.

CREDIBILITY IS THE NAME OF THE GAME

Public relations, “is about much more than “spin”; it is about establishing credibility, building relationships with key publics and effective two-way communication,” defines social media expert, Diana L. Reid, from the Social Edge Group.

The key word within the last sentence was credibility. Building credibility and trust within people and organizations is not a game merely based around schmoozing and spinning. Creditably is built through trust, commitment and open communication. To become creditable most public relations practitioners abide by the Canadian Public Relations Society mission statement and declaration of principles.

AND YOU THOUGHT WE DIDN’T HAVE ANY ETHICS! TISK TISK

Yes, public relations practitioners have to abide by a standard of ethics. The list of ethical standards was created to help PR practitioners make decisions that are best suited for the individual as well at the organization they work for. A good example of a credible public relations act is from the recent Ontario spinach growers problem.

POPEYE HAS E-COLI?

In the last few month spinach has been getting a bad rap. The Food Land Growers of Ontario declared that Ontario spinach is not safe to eat, due to fears of E-Coli poisoning. Thankfully, the E-Coli spinach scare is behind us. Thankfully, communicators began spreading the word that spinach is once again OK. Multiple media outlets have been picking up the news and reassuring people that it’s OK to eat spinach one again. For instance, the Toronto Star dedicated half a page of spinach recipes from Queen Victoria Spinach. This is a great example of how ethical and credible public relations has effectively communicated and obverted a crisis. By successful using public relations the Ontario spinach growers can feel reassured they are producing and selling a product that people feel safe about buying. With the help of PR the Ontario spinach growers are rebuilding their brand to be honest, safe and creditable.

CAN WE CHANGE THE PERCEPTION? ITS OUR JOB TOO!

People are always going to believe that public relations practitioners are the “masters” of spin. By building lasting relationships and opening the door of two-way communication with key publics and organizations is how practitioners will build credibility.