The End of the Age of Spin

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Could it be possible? Are we entering the end of the age of spin?

Spin is the bane of every PR professional. It’s what everyone outside the profession – our colleagues, competitors, friends, family, the media – believe is our job.

But what is spin? The most generous view is that it’s telling the story the way the organization wants it told. But many people see it as nothing less than lying.

I believe that excellent PR pros don’t lie, at least not intentionally. We all know that misrepresentation has harsher consequences than telling the truth – and that we’ll almost always be caught. But honesty has many faces, and the truth is rarely cut and dry. There are often several shades, and they may all be true.

It all gets more complicated when you consider that we are well into the Brand Me economy. Social media and the Web have made us all more conscious of our personal reputations. This isn’t just limited to college students worried that their job prospects will be impacted by party pictures appearing on their Facebook profile, but also CEOs. What they say in defense of their corporations actions may follow them digitally the rest of their careers.

Which is why I found Jeff Hancock’s Ted Talk to be so interesting. His premise is that the digital trail is making us all more honest. Could it be then, that we’ll see the end of the age of spin in the near future?

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