Marketers will often talk about marketing "spin." I along with others in the PR world cringe when we hear
"spin." It sounds so misleading and dishonest. I struggle with how you can possibly put a "spin" on the story and still call it credible information. If you have the answer, please, share it with me.
As I reflect back on some of my formal marketing training, I realize that we've been trained to "spin." Marketers are trained to SPIN! Best selling author, Seth Godin, may not have been too far off with his book titled "All Marketers Are Liars." Seth is correct in stating that successful marketing typically does paint a beautiful story and incorporates product attributes into a story that you do want to believe.
But are marketers liars? Maybe sometimes. Are PR people? We can't be!
There is no "spin" in PR. You never want to "spin" (or fabricate) your pitches to make them sound better. If you do, then you run a significant risk in ruining your reputation permanently. The media will not want to deal with you. Eventually your clients may not want to either.
PR is about presenting facts through your story.... accurate facts! The real art is in how your "package" the story without spinning it! Try tying your story into something that is considered a hot topic in your community or is currently flooding the national press.
Comments