Everyone is a spin doctor, even my friends, my relative and my staff. I’m a spin doctor. Kalau sakit atau confuse about media or public relations please comment below.

Creating new twist to a given story has been there for many years. Hmm… apa tu “spin doctor”?

  1. Cambridge Online Dictionary: - Someone whose job is to make ideas, events, etc. seems better than they really are.
  2. Oxford Online Dictionary: - Informal a spokesperson for a political party or politician employed to give a favorable interpretation of events to the media.
  3. Havard Online Dictionary:-
    • A person who publicizes favorable interpretations of the words and actions of a public figure, especially a politician.
    • A person who provides a favorable slant to an item of news, potentially unpopular policy, etc., especially on behalf of a political personality or party [from the spin given to a ball in various sports to make it go in the desired direction]


Rais is spot on to say “We need better spin doctors” as we do. In this techno world, we don’t even know how to speak or communicate well (as we only talk to machines).

Therefore, the skill to “spin” come naturally to those who, I think can speak on their feet… The fast thinkers… thus the natural-born lobbyist… Some of them are naturally born public relations practitioner today. Now comes the definition of public relations. Who are these creatures… Reporters? Special Officers of Ministers? Press Secretaries? PR Officers? Corporate Affairs Heads Of Companies? Waitresses? Hostess? Teachers? Immigration Officers?  My wife? My son?…

Dato’ Rais  raised this question at his speech at IPRM (Institute Public Relations Malaysia). He says we need to give definition to the word public relations. Betul tu… He went on to question the need for spin doctors to be as active here as they are in the US and Europe.

Tapi, ada juga yang too emotional at the very definition of a “spin doctor”.

 
Ok, let’s get real…

PR practitioners must be good spinners… we must “exaggerate”, at times, our personalities, products, organizations and reputations. Journalist, please report as it is. We create the buzz, the spin, the greater value. You, journalist, create your natural juice, as it is. The definition from Oxford, Cambridge and Harvard says it’s ok to sell the full value of the story… just jangan tipu.