Spinning Out Of Control -- When Bad Things Happen to Good Marketers

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Every election campaign produces, among other things, media myths and bad language. During the elections of the last decade, the language was infected by a new myth called spin control. The phrase, which broke a speed record in becoming a cliché after the 1988 election, implies that a good media relations practitioner can control the nature and texture of a story in the press -- can put the right spin on it to get the journalist to tell it the spinner's way.

It's just not so. For all that the myth implies, when it comes to the media, we propose -- but others dispose. Thus it was, and thus it always shall be, so long as we have a free press.

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