Win when you're spinning

As the pre-election gloves come off, the much feared figure of the ‘spin doctor’ is once again figuring on the undercard. These vicious pugilists generally conform to one of two orthodoxies: scrappy bruisers or refined assassins. And purists be ware - a host of new contenders are limbering up.


At the risk of stretching an already weak metaphor further, the popular image of the political communicator is more than a little punch drunk.

But is this reputation deserved? It’s inevitable that the occasionally questionable behaviour of a few high profile characters will grab attention, but what about the lesser noticed comms professional quietly working across parts of national, regional, and local government? Are they also villains, obscuring the truth and peddling propaganda?

Not in my experience. Contentious political decisions need to be made in the full glare of public scrutiny, just as complicated public administration need to be explained. In addition, we’re told again and again that people are hungry to engage in politics. But between public institutions and…well…the public, sits a gaping divide. It’s up to comms pros. to bridge this gap by getting information across accessibly and concisely in a way that suits people’s lifestyles. It’s not easy, and a lot of skill and experience is needed to negotiate a fast shifting media (and increasingly ‘new’ media) landscape.

Sometimes, outside expertise is called on. At Linstock we’re incredibly proud of the work we do to help public organisations engage with the public, from keeping local residents informed about housing growth in their area, to encouraging minority ethnic groups to take part in the 2011 Census.

Effective communications are an essential part of democracy, so let’s not let a few eye-gougers hide the fact that most of us stick firmly to Queensbury Rules.

Mark Fuller - Linstock Consultant
http://www.linstockcommunications.com/