1.
PUBLIC RELATIONS
Zareen Khan
BS-SS
UMT
“SPIN DOCTORS”

2.
Public Relations: Understanding
 “SEMANTIKOS”- to signify, to persuade.
 Maintaining public image.
 Managing communication.
 Build rapport.
 Mutual understanding.

3.
Public Relations: History
 Ivy Lee- first practitioner of public relations (1903)
 “Two-way street approach” (News release/press release).
 John D. Rockefeller’s incident:
 Advised on conducting public relations,
 Result: improved conditions and became a hero,
 Lee’s principles: truth, accurate facts and access to top management.
 Edward Louis Bernay- founder/father of public relations (1918)
 “Crystallizing Public Opinion” (1923):
 Promoting the client and gaining public approval.

4.
Public Relations: Disciplines
 Analyst relations- analyze trends and act accordingly
 Media relations- keeping positive relations with media
 Investor relations- relations with sponsors and financers
 Internal communications- behavior and attitude insights in organization
 Labor relations- understanding and improving labor conditions
 Financial public relations- informing the business reporters
 Consumer/ lifestyle public relations- gaining publicity
 Crisis public relations- responding to negative accusations of information
 Industry relations- informing trade bodies/unions
 Government relations- influence policy making

5.
Spin: Understanding
 Definition:
A Movement Of An Object In A Circular Motion

6.
Public Relations: Spin
 Pejorative Term,
 Propaganda,
 Heavily Biased Portrayal,
 Implies Disingenuous Methods,
 Persuasive Interpretation In Favor Or Against,
 Manipulate Public Opinion,
 Deceptive & Highly Influential Tactics.

7.
Public Relations: Spin Techniques
 Cherry picking
 Presenting chosen facts.
 Unproven truths.
 Drawing attention away from distasteful events and ambiguities in public statements
 Choice of timings
 Carefully releasing news at a certain time.
 Advantage of prominent events in the news.
 Burying bad news
 Announcing one popular thing among several unpopular things for prominence.
 Euphemisms
 To disguise or promote one's agenda

8.
 “A political press agent or publicist
employed to promote a favorable
interpretation of events to journalists”.
 Edward L. Bernay- Father of spin
 “Father Of Spin”- Book
 Situations in America where tobacco and
alcohol companies used techniques to make
certain behaviors more socially acceptable for
men and women both.
Public Relations: Spin Doctors

9.
Public Relations: Spin
Doctors
Favorable News
Stories
Censoring
Critical Events
Propaganda
Spin Doctors (Skilled
Practitioners)

10.
 Keep track of all
publicity,
 Information about public
trends and perceptions,
 Time management,
 Turning events in
flattering lights.
Public Relations: Spin Doctor’s
Duties

11.
 Edward Louis Bernays.
 Alastair Campbell.
 Peter Mandelson.
 Karl Rove.
Public Relations: Major Spin Doctors

12.
Conclusion: NEGATIVE OR
POSITIVE?