miami herald business book review column

miami herald business book review column

Spin Versus Authenticity

"Dishonesty is sanitized in a world of spin."

The title of this column Leonard Pitts, written for the Miami Herald, 2007, tell us what you probably already know: that what we see (and what we hear) in today's world is not necessarily what we have. Because the other side of honesty, we often find "spin".

When you decide what words and facts to use to communicate with others, becomes an exercise to integrate the techniques of "spin"? Probably not – unless that is how he wants to be known. As a spin doctor. "

"Spin": Do not openly dishonest, but the communication of information with a very strong bias, a bias that favors the speaker or the situation. It is a manipulation technique that most of us are probably familiar today – that rarely involves authenticity. When the "spin" is used, some facts can be correct, but out of their original context and in a presentation aimed at influencing public opinion, the result is not necessarily true and credible.

In a recent column by Liz Kelly Washington Post, she sets out for us: "Pay close attention to what comes out of the mouths of celebrities. Can not always say what they say. Probably not really coming out with these words (Remember most performers are paid) and in most cases their utterances – whether entertainment tonight or surrounded by people salt of the earth "in Namibia – are likely to add value to your brand. Imagine that from now handled carefully by a group capable assistants.

When did "spin" start?

Since early 1800, "Spinning a yarn" which is simply telling a story. Then, around 1980, U.S. advertisers discovered a need for "sound bites". New York Times, October 1984: "A dozen men in good suits and women in silk dresses will circulate without clashes between journalists, freeing the trust opinions. Do not try to press officials to give a favorable turn a routine statement. They will be the Spin Doctors, senior advisers to candidates. And, as you may know, the White House "Spin Doctors" are the best in weaving fantasies we want policies to be heard and to create solutions for "genuine" solutions for the enemies and disasters to allay concerns.

Why "spin" so prevalent in the current political climate obsessed with celebrities? Is there a group of evil people relationships Strategic public place euphemisms, no denial denials and other complexes such as bandages (to cover mistakes) and bits in the speech candidates or their customers? Is it the fault of the media, the press constantly pushing microphones in the faces of politicians and celebrities, and demanding answers? Or should we, the public, assume partial responsibility – because of an attention span becoming shorter than the excess information leakage within and outside our minds and-disorderly.

How could we even recognize the authenticity and credibility today if you meet him? However, knowing that "spin" is often woven throughout the speeches and press releases, "We have become cynical, weary of the world and believe in something?

In business, at least we found a growing trend of honesty today demanded transparency, the result largely due to current technology. It simply became more and more difficult to put on a the public. Errors found on the Internet or television can impair the activity. This public exposure forced to confess, submit apology and improvement. Gilmore and Pine, in his recent book, Authenticity: What customers really want, spread the idea that companies face the problem of management "… perception is true or false output power companies], consumers [- because people take their purchase decisions based on what they perceive to offer true or false. "

So maybe instead of the world weary and cynical, the public (us) is becoming wiser and begins to suck the authenticity rather than "spin". One would think, but remain cautious before buying in the message or product. AdWeek review (11-14-07) analysis of the authenticity of the book deal: "… people are looking for experience products in a genuine and authentic world that is becoming increasingly commercialized and fake. "

It's almost reassuring to believe that what we see and hear can be more and more what we have. As in "Spin" is so obvious to many, perhaps simply disappear or become quite obvious nobody will buy the message of "vendor". Always expect.

About the Author

The Henderson Group trains and coaches business professionals in the art of communication and presentation through our experiential methodology. Since 1990, The Henderson Group has helped Fortune 500 companies worldwide improve employee productivity and business results through the development of communication skills. You can find us online at SpeakFearlessly.net and HendersonGroup.com or Attend A Workshop