spin doctoring
The most fundamental of all ‘communication rules’ is: Never lie to or mislead an audience; if a question cannot be answered completely and honestly, either tell the audience this is the case or say nothing. Another fundamental: it is not possible to make bad news into good news: "Facts are facts -- and no amount of spinning will alter those facts. "To control damage, you use "good spin" and avoid "bad spin. "Good spin seeks to "minimise the damage -- by surrounding bad facts with context, highlighting good facts (if there are any) and, if possible, with credible, favourable (or less damaging) interpretation. "Bad spin is effectively deception. "It attempts to turn a bad story into a good story by hiding or obscuring the truth, by releasing information selectively and misleadingly, by being less than completely forthright in answering your audience’s questions. Bad spinning is not only dishonest, it is ineffective".Peter Knott - Managing Director, Airplay Media
