Honesty means spin is out

If you're a PR pro, you've probably been there. An executive or client walks into your office with a project for you and says, "Hey, we're working on this new thing, and I need your help to put the right spin on it." Or something like that.

Nothing made me cringe more than that one word -- spin -- because I tried my best to tell the people I worked with that I didn't spin. I wasn't their spinster. I would only communicate the truth in as authentic of a way as possible. That doesn't mean I didn't make mistakes. Anybody who works in the public sphere knows they make mistakes -- someone always tells them about it.

But spinning is something entirely different -- it's a conscious attempt to deceive the reader, viewer or listener. Spin sucks. Here are three reasons why spin not only sucks, but also hinders your ability to do your job well as a PR pro ...

1. Social media. Not much more to say here. Social media enables everybody in the world to call you out for spin. If it's not honest, you're going to regret it in the social media sphere.
   
2. Reputation matters long term. You're a PR pro. You know that reputations must be guarded with your life. They are the foundation of everything you do. Spin slowly erodes your reputation because more and more people recognize it and call you out on it. Soon, you'll be known as a dishonest spinster.
   
3. Spin detectors are everywhere. Journalists aren't the only ones with functioning spin detectors any more. People today are inundated with marketing messages, and they've grown accustomed to organizations stretching the truth or rephrasing to make a negative sound better. They know when you're spinning. Sometimes it makes them laugh at you (not with you) and sometimes they just get downright mad. Neither of those are good for you.

There are a lot more reasons to not spin, but these three should be enough. For the sake of our profession and reputations, please say no to spin and yes to the truth.

If you're not a PR pro and you'd like to work with an agency that isn't all about the spin, reach out to Jakel Communications, a Denver PR firm, today.