Successful and Unsuccessful Spin Doctoring Case in Public Relations Ess

This essay focuses on how spin doctoring became a phenomenon among public relations, journalists, politician and even a massive campaign. This essay considers the tool used by the spin doctoring team to engage and steer public opinion. Spin team must have a strategy in using each tool and we will discuss how this strategy affected how well the result will be. Overall, this essay has been written to show two spin teams use different spin tools in order to change public’s perspectives. The brief explanation shows how well the strategy they use to the success of the campaign and how it can be unsuccessful. The mainstream model of liberal journalism believes that it’s practices result in stories that are an accurate reflection of reality, journalist believe they simply hold a mirror up to society (Louw, 2010). In constructing a story, spin team must have an insight on how the society believe nowadays, and it’s not only to just follow that believe, but give society an option to consider another belief. Therefore the spin team need to understand their audience first, what is the best tool they can use as a strategy, how to talk with those audience, generate comprehensive media knowledge and the ability to spin current perspective. The public relations / spin industry is geared to planting stories in the media by using journalists to disseminate stories serving the spin doctors agenda (Louw, 2010). Nowadays, in developing a campaign, the role of spin team is very powerful. It’s not about how well the messages received to the public or remembered but becoming a share worthy and meaningful messages that shows empathy as well as emotionally attached with everyone. The Dove â€Å"real beauty† campaign shows a successful role of spin team, the... ...cians and Creating Celebrity. The media and political process (2 ed., p. 126). London: SAGE. Louw, P. E. (2010). Spin Doctoring: The Art of Public Relations. The media and political process (2ed., p. 81). London: SAGE. Stampler, L. (2013, May 23). How Dove's 'Real Beauty Sketches' Became The Most Viral Video Ad Of All Time | Business Insider. Retrieved April 25, 2014, from http://www.businessinsider.com.au/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5 Tempo (2014, January 20). 7 Ekspresi Sewot Ani SBY di Instagram | -nasional- | Tempo.co. Retrieved April 25, 2014, from http://www.tempo.co/read/news/2014/01/20/078546694/7-Ekspresi-Sewot-Ani-SBY-di-Instagram The Dove ® Campaign for Real Beauty. (n.d.). The Dove ® Campaign for Real Beauty. Retrieved April 25, 2014, from http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx