Magazine article Management Today

The Spin That Powers the Wheel of Fortune

Magazine article Management Today

The Spin That Powers the Wheel of Fortune

Article excerpt

How's your reputation? Are you happy with the way you or your company are perceived? Or could your public profile use some brushing up, some explaining? There are critical moments when most of us can use advice -- when facing an interview or presenting a proposal to a board of directors or to a press conference. A long-awaited opportunity may depend on how we put across our message.

Anyone who has suddenly faced a television camera or fielded rapid-fire questions from journalists knows that the tone of a news story or interview can turn on the most unexpected element. Your offhand quip about a competitor, perhaps, or an ill-advised remark about some Government policy. This is why advisers have been around for so long, helping leaders to communicate throughout every chapter in history. The rise of the press gave birth to public relations as a career option, but it faced a struggle to be taken seriously. Today, PR is an industry in itself and the power and influence of its exponents seems to grow at every turn. One only has to compare the press secretary roles of Sir Bernard Ingham and Alastair Campbell in successive governments to see that.

And no longer is it just heads of state, film stars and politicians who rely on PR consultants to manage their images. Few commercial organisations would think of operating today without the help of what we now call 'the spin doctors'. Today's twenty and thirtysomething .com entrepreneurs are media savvy. …

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