American Spin, by Patricia Vaccarino
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American Spin, by Patricia Vaccarino
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Spin is everywhere and is a central fact of 21st century life. We all know "Spin" is a special slant, point of view, emphasis, or interpretation presented for the purpose of influencing people. But do you know it when you see it? Patricia Vaccarino's American Spin is not your ordinary how-to P.R. book. Spin is the heart of public relations and Patricia Vaccarino has been one of its prime practitioners for over twenty years. In American Spin, Patricia Vaccarino pulls back the curtain on how spinmeisters like herself tell you what to think about people, products, issues and companies-ideally in ways you are unaware of-with clarity and wit. With chapters like "Romancing Your Audience," "Getting Away with Murder," and "How to be a Master (or Look Just Like One)," she reveals the secrets of seeing through the spinmeisters' messaging, and how to use them to your own advantage.
American Spin, by Patricia Vaccarino- Amazon Sales Rank: #2560899 in Books
- Published on: 2015-05-01
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .48" w x 5.51" l, .60 pounds
- Binding: Paperback
- 212 pages
About the Author Patricia Vaccarino has over 20 years of experience working with a wide range of clients, in all areas of public relations: managing worldwide campaigns for global companies and developing strategy for small companies, startup ventures, non-profits, foundations, and individuals. She owns her own public relations firm Xanthus Communications http: //www.xanthuscom.com, and currently represents over 150 individuals, many of whom can be viewed on http: //www.prforpeople.com.
"PRforPeople satisfies my desire to share what I know," says Vaccarino. "Building a strong and memorable professional brand is no longer a luxury; it's a matter of survival. We all need to be in charge of our own brand destiny."
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1 of 1 people found the following review helpful. citing the masters of good spin. The overarching message that Vaccarino conveys in ... By dmr1410 In American Spin Patricia Vaccarino refutes the definition of spin asbeing deceptive or manipulative, and takes us back to its historicalorigins, citing the masters of good spin. The overarching message thatVaccarino conveys in this book is that good spin must always be based onthe truth. (This is particularly true in the legal profession where strictethical rules govern advertising.) In a world inundated by social mediaand what Vaccarino calls the Content Bubble, she instructs on the rightway to stand out of the clutter, entertaining us along the way withanecdotes and stories of spin gone wrong.A must read to understand the difference between good and bad spin ingeneral, and for professionals to learn to successfully manage theirreputation.The book¹s primary tenet is ""Do good work"." Vaccarino¹s book is anoutstanding example of this.Donna Ross, Esq.,Donna Ross Dispute Resolution, Melbourne, Australia
0 of 0 people found the following review helpful. Readers who wish to get a basic understanding of spin and its importance will find this book an excellent starting point By Norm Goldman Most of us have heard the term “spin,” but what exactly is it and why is it important? These topics and numerous others are discussed in Patricia Vaccarino's slim well-written tome American Spin: How spinmeisters tell you what to think about people, products, issues and companies. This is a book that does much of the heavy lifting of many others twice its size dealing with the same subject matter in presenting an intelligible discussion of the importance of spin weather you are in politics, banking, finance, agriculture, manufacturing, education, technology, the arts, entertainment, or charity.Vaccarino begins her exploration with a description of spin which she states is the positioning from which a story is told and the precise way facts are sliced and diced. In addition, it is the sequence or layering of facts and the exact order in which the facts are presented to the intended recipient. As further noted, spin is created by propaganda, also known as the message, however, its association with propaganda often gives it a bad name. Now we may ask, is there such a thing as good spin as opposed to bad spin and if there is, how do we differentiate one from the other? According to Vaccarino, “good spin is simply a good story well told that grabs your attention and gets you to feel powerful emotion.” Succinctly, it is a way of packaging the truth. On the other hand, when we have bad spin, we are in the presence of lying and sooner or later it is exposed resulting in negative public opinion. Another form of bad spin is hype where we have an excessive amount of noise that far exceeds its integrity and intrinsic value. Bad spin can also arise when the spin or angle of the story was all wrong for the audience. This occurs when you don't know your target audience.From here Vaccarino discusses the problem with the media where presently it is very difficult for most individuals to get placed in the media no matter what field they may be and the message they wish to convey. Even P.R. professionals are having difficulty as their spin can be ignored as not being newsworthy enough to command attention. Within the same territory Vaccarino traces the importance of branding and its true measure and how P.R. tools must be used in getting your message across despite your profession or trade. And speaking about the message, an entire chapter is devoted to the message “which must be as unfailingly consistent and in its consistency as constant as the North Star.” We have all heard the complaint that we are bombarded with media clutter. How do we overcome this clutter to get our message across is another interesting chapter that provides a better understanding of what we are up against and how we can travel through the clutter. One of the topics I found quite fascinating was in the chapter entitled “Getting Away With Murder” where Vaccarino illustrates how clever P.R. spinmeisters use their skills to control damage caused to a company or individual. Examples referred to are the case of Kenneth Lay of the Enron scandal in 2001, the O.J. Simpson trial, and the B.P. Oil spill disaster. Other chapters delve into the topic of the rich and powerful and their use of spin to sway the public as well as protecting their interests, the importance of attaching yourself to a “head honcho” or as Vaccarino terms, “the head beagle,” how to be a master and look like one or how to run and good P.R. campaign. Vaccarino backs up many of her assertions with references and notes found at the end of the book.Vaccarino knows what she is talking about with her more than twenty years of expertise working with a wide range of national and international clients. Readers who wish to get a basic understanding of spin and its importance will find this book an excellent starting point, though by no means the last word.
0 of 0 people found the following review helpful. A Good Story! By WmLulow This is a well-written, comprehensive account of how public relations professionals can "spin" stories and affect how we, the public, look upon any particular topic, product or individual. One of Ms. Vaccarino's main points is that if you're trying to get noticed in the news media (and thereby build your "brand"), you need to have some real "news" to talk about. She points out that in order to "pitch a journalist, make sure you have a good story." She makes this point exceptionally relevant today because of the fact that with the advent of social media, anyone can write a story. The problem is that far too many of them aren't particularly well-written and don't stand out from the noise that so many postings create. This is also true in the field of photography. With a cell phone, anyone can now take a picture whenever they want and publicize it. Problem is, how good are they and how much lasting impact do they actually generate?Ms. Vaccarino also takes us through some of the history of public relations (sometimes known as propaganda) and gives us a good background on how it got started and by the end of the book, shows us how to use it most effectively today.
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