
Ladies and Gentlemen, when I check my Google account I expect many things, not the least of which are emails, useful tidbits, news and important alerts detailing the latest flesh-eating disease to strike within 20 miles of my home. Still, there are those scant and fleeting occasions when I wonder how a particular piece of information makes its way through the atmosphere, let alone to my desktop. Yesterday was one of those occasions.
Apparently, one blogger at Wikihow has taken it upon himself to be the beacon of hope for every well-read, credible and serious journalist and PR guru on the beat today by teaching a skill no reporter should ever be without: the ability to deceive the public. And why not? Bad things inevitably happen, and the news is so depressing as it is! People can’t possibly expect in the “Really Real World” that truth to be told all the time, Can they? Of course they can’t. Take for example our world leaders. They need to look and sound their very best, in control and and authoritative. Come on! America has George W. Bush! If the world knew every detail about that guy the compound fractures of the collective breastplates over the hearts of the world’s children would be just too much even if Chris Brown were to write a really, really amazing song about it. But don’t fear! As the Wikihow article says, “It’s not really lying, it’s not ‘disinformation’ but it’s not a straight-forward presentation either. In many ways, it’s the essence of politics. ” So, it’s really fine. Everybody does it.
In this spirit, here are that article’s guidelines for effective and expeditious spinning of any negative story. My comments are in italics:
1. Research the event: You need to know, to the last detail, what happened. If you don’t have this knowledge, you will do better to gloss over the event until you do know. Note dates and times, things that led up to the event, people involved and most significantly, the immediate results. You must gather have all the facts first in order to create a believable fictional story. But of course, it’s not outright lying so yo don’t need to work too hard.
2. Create a timeline: This is not just for the past but for the future too. Use your research to build this, then project as many repercussions as you can into the future. If, for example, a retail corporation had a very poor fourth quarter, will you need to close stores; lay off people; borrow money? Identify all the bad things that are likely to come of this. Basically, you’ll need to plan for the absolute worst and draw up a verbal escape route. Try asking the definition of “is” ala Bill Clinton… Then again, don’t.
3. Create alternate event descriptions: This is where you will build the “spin” for the public. You can’t do anything about things that happened - they happened - but you can present them differently. Think of happy, euphemistic, musical language. If it sounds poetic that’s even better! People love a good poem!
* People didn’t buy from lower-priced competitors; they delayed premium buying decisions.
* You didn’t have ineffective marketing; you delayed premium advertising to coincide with the delayed buying decisions.
* You aren’t going to close stores; you’re repositioning for market acquisition.
* You aren’t laying off sales employees; you’re elevating the consumer’s experience through added independence.
4. Roleplay and improve: To do this properly, it takes a group of people dedicated to the result. You will need several “devil’s advocate” types to listen to the presentation and slice it to pieces. You want to know every possible argument ahead of time. Use small focus groups and make the presentation, then tweak it, then do it again. Each time the backlash is reduced, you’ve made an effective improvement. Eventually (after 4 or 5 sessions) you should get to a stable point. In lay terms, every actor must study his craft, get into his character, memorize every line or sometimes improvise. If you can do this, no one will outspin you!
5. Prepare your audience: You’re not going to just jump in and make your presentation. You want the audience to be receptive to your information. Start leaking information that is favorable to your position and negative to any alternate position. You will neither confirm nor deny this information, but you will caution people that any information about your corporation will come from official sources, only. Like a rockstar, you’ll need to leak out some “songs” to the public before you release the full album.
6. Pause: Don’t release your information immediately following the leaks. Let the audience have time to absorb and process the information - they need time to reach equilibrium. Again like the rockstar, delay the album. Keep the audience hungry
7. Go Public: Release your information. Publicly and loudly. A surprise press conference (that was rumored to be in the works) is an effective and time-tested method. Whether you have a Q&A session after will really depend on how good your spin is and, to a large extent, how prepared you are. It’s also a matter of personal taste. Your bottom line is dependent marketing and promotion. Never forget that!
8. See Step 1: Spin only lasts just so long. Eventually, the future catches up to your timeline, and you’ll need to make new announcements. Start planning for how you’ll do that, now. This is really an endless cycle and there is strong job security for somebody that’s good at it. When it’s over create something new for the public to consume. If you really want to be a rockstar of spin you have write exceptional new material.
Tips
* A positive attitude is a must. You absolutely may not allow yourself to exhibit even the tiniest bit of indecisiveness. If you don’t believe it, they won’t. Believe in your bull****! If you don’t, no one else will.
* Credibility is critical. Your audience must believe you without any question. You are appealing largely to their emotions. Always look great, and sound greater!
* Have diversity in your focus groups. You want the members to be as varied as possible so they will have different views on your presentation. People an like Skittles, the more flavors you have to choose from, the better everything can look, and with so many options the possibility for a good outcome is so much greater!
Warnings
* This can have a serious backlash if there are holes in your presentation. Be as critical as possible. Otherwise the public will destroy you!
* Be sure about the loyalties of the people that help you. Select your focus groups carefully.
* Don’t fall for your own spin. It sounds good, makes sense… but seriously, you know better. You built the twist - don’t let it go to your head. I mean, who the hell in his right mind would believe this crap, right?
Right. That’s the moral of this story. Don’t fall for it! I may wax poetically, but I’ll never wax fictitiously!
(Read How to Spin Bad News).
