So, there I was reading PR Week recently when I noticed its quote of the day: “PR professionals hate spin and what it stands for.” The fact that said PR professional shouldn’t end a sentence with a preposition notwithstanding, the sentiment is right on!
Candidly, I have never been so smug with this craft to think I am beyond being called a “flack.”
It’s our nickname and it’s a term of endearment. Many journalists respectively celebrate their status as “hacks.” However, one term that is universally frowned upon in this establishment is “Spin Doctor.”
Why? The term connotes ne’er-do-wells, people who suck at PR, and borderline used-car salesmen or, in the worst case scenario, lobbyists.
Unfortunately, the literal meaning of the term is even worse…