Browse Definitions :
Definition

spin (PR, marketing)

Spin, in the context of public relations (PR), marketing and journalism, is the selective assembly of fact and the shaping of nuance to support a particular view of a story.

Spin is considered one form of propaganda. To spin something is to communicate it in a way that changes the way people are likely to perceive it. As such, spin is intentionally misleading and can, in fact, give the opposite impression to what would naturally occur. Outright lies cannot be considered spin. However, inconvenient but relevant truths are often omitted in the process and less relevant but true details emphasized.

Spin is often used for corporate reputation management and has long been used to market products. Vendors use cloudwashing, for example, to take advantage of the cloud trend by associating their products with it -- even though the justification may be nothing more than the fact that some element of the product relies on the Internet. Similarly, greenwashing is used to make a product or company appear to be more environmentally-friendly than is the case.

The use of the word spin in this context comes from its connection to storytelling, as in "spinning a yarn." The first documented example of that phrase is from 1812, as a sailor's expression for telling a story while performing some task like yarn-spinning or twisting.

See also: In physics, spin is the velocity of rotation of something around a particular axis. Spin is sometimes called angular momentum.

Other terms related to PR and marketing spin: astroturfing, sock puppetsock puppet marketing, Internet shill

This was last updated in March 2016

Continue Reading About spin (PR, marketing)

Networking
Security
CIO
  • prototyping model

    The prototyping model is a systems development method in which a prototype is built, tested and then reworked as necessary until ...

  • digital ecosystem

    A digital ecosystem is a group of interconnected information technology resources that can function as a unit.

  • procurement plan

    A procurement plan -- also called a procurement management plan -- is a document that is used to manage the process of finding ...

HRSoftware
  • talent pipeline

    A talent pipeline is a pool of candidates who are ready to fill a position.

  • recruitment process outsourcing (RPO)

    Recruitment process outsourcing (RPO) is when an employer turns the responsibility of finding potential job candidates over to a ...

  • human resources (HR) generalist

    A human resources generalist is an HR professional who handles the daily responsibilities of talent management, employee ...

Customer Experience
  • outbound marketing

    Outbound marketing is a traditional form of marketing in which an organization initiates contact with potential customers, or ...

  • churn rate

    Churn rate is a measure of the number of customers or employees who leave a company during a given period.

  • marketing campaign management

    Marketing campaign management is the planning, executing, tracking and analysis of direct marketing campaigns.

Close