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When people talk about communications strategy or public relations, "spin" is a cheeky term many like to use to describe a handily-worded defense strategy. And they are correct on occasion. Thankfully, ninety nine percent of illuminating conversations don't cover the topic of public relations, so when the word "spin" comes into one, it's usually the ill-advised celebrity version often employed in high stakes crisis communications. Like when Wall Street banks are vilified for multi-million dollar bonuses during the economic wreckage and ruin of businesses, communities, and families. When sports heroes' mug shots are plastered across TV screens during news coverage of domestic violence cases. When quietly composed, ashen-faced wives conspire at the confessional stanchion to exonerate their philandering politician husbands.The rest of the time, communications, messaging, and public relations is comparatively mundane: help companies identify and understand their target audience and articulate their product or service in terms that matter to said audience (sometimes contrary to what organizations think). To those of us in "the business," it's cool. But to businesses that count on us, it's like taking vitamins: good for them, but better taken once a day, trusting the benefits are quietly at work in the background.
When Graham Bowley, in a New York Times article on Wall Street spin, served up five pieces of low-spin, relatively folksy advise to Wall Street on the verge of reporting profits on track to exceed those at the height of the credit bubble, a lot of us flaks were grateful that for once a true picture of "the real communications department" came through. That is, most of the time, we simply recommend you use plain talk, speak the truth, and do good. No, seriously.
So, when the U.S. Preventative Services Task Force, an independent health care agency highly respected for its dissociation from deep pockets and politics, neglected to explain to millions of alarmed women, doctors, and advocacy groups why they suddenly reversed breast cancer screening guidelines that kept most women feeling, well, safe from harm, we wish they'd read Bowley's piece first. Not that they tried to manipulate anyone nor that their findings were in any way disingenuous. They just didn't seem to think people would need more than a quick announcement. Curiously, women, doctors, and advocacy groups blasted the alarms, but by the time the USPSTF rushed to the talk shows to defend what turned out to be some well-researched, well-founded guidelines, the damage was done.
A cautionary tale is delivered by hindsight, so to put a spin on another profession's oath to place a priority on the client's best interests, we offer the following advice that Bowley quotes from Richard Edelman, a New York public relations executive:
"Show you create real products that benefit people.
. . . one of the best things Wall Street could do now is clearly “explain how you make your money and why your business model makes sense for a stakeholder society.”
If they can demonstrate in vivid terms the real role they play in the economy — by helping companies borrow money to grow and create jobs, for example — they might also justify their profits and pay."
In other words, whatever the occasion, but especially when the news is unwelcome, be up front. Commit to taking the time to talk it through. Explain how you solve a problem. Use practical, straightforward talk. In the end, you'll have to defend yourself a whole lot less than if all that gold you're spinning turns out a poor excuse for the emperors clothes.
