Persuasive Political Spin And What To Do When Spin Goes Bad

Spin makes the world of business and politics go round. Spin is a form of applied propaganda and when done properly and ethically it is very powerful. One of the best examples of a spin meister is the movie Thank You For Smoking, it is a must view for every serious student of persuasion, public relations and propaganda.

Spin is about putting a tough subject or question in the best possible light. However, all too often spin goes bad because someone is unprepared for the questions. The first rule of spin is to be able to predict all possible questions. The second rule of spin (and the most valuable asset when spinning) is to be able to pause just long enough between question and answer to collect your thoughts, spin, and then answer. If you can't do that, you need someone better on their feet answering the hard questions. Take a look at this example:

Now normally Tucker is good on his feet but Campbell Brown has rocked him on his heels plus she is baiting and taunting him with her facial expressions. She goads him ruthlessly and he has no response. He tried one spin "Our vice president candidate has as much experience as our opponent's Presidential candidate." Campbell digs in harder and hits him about them making foreign policy experience an issue and digs in about the National Guard. He can't recover.

What might he have done to stop the onslaught? He could simply have said, "John McCain has more foreign policy experience than our VP candidate and both of our opponents candidates combined. John McCain is the next President of the United States and our VP will gain valuable foreign policy experience under the tutelage of John McCain, who is going to tutor Barak Obama or his VP?" That would have changed the whole tone of the argument and taken the wind out of her sails. Tucker Bounds should also have been better prepared with executive decisions that Palin had made during her tenure as Governor of Alaska.

When spinning keep these core rules in mind:

1. Be prepared - Know in advance what the questions will be, could be, might be.
2. The best defense is a good offense - Think through the potential attack and be prepared by launching your own attack immediately when you are questioned.
3. Be fast on your feet, leverage subterfuge, sarcasm, humor, related points, examples from your opponents speeches, ask questions in return.
4. Change the issue - Turn the issue on the questioner, make them respond to your attack to remove the attention from yourself.
5. Calm down - Don't let them see you sweat, remain unfettered no matter what they say.
6. Speak with authority - Say it like you mean it and like it is the undeniable truth.
7. Finally, spin in advance so you don't have to spin under pressure.

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