The Science of Spin

Pat Lewis
National Jewish Democratic Council
Washington, D.C.

Spinning is the art of framing an issue in the way that you perceive it. It's 
your message, your interpretation. The key to a successful campaign, spin 
should be an automatic piece of anything you write or say.



I.  What is it? 
 First, it is not something negative. Forget the sweeping criticism you've 
heard about 'spin doctors.' Spinning isn't lyingit's interpreting and 
defining. It's an integral part of all political work, something that needs to 
be done whether you're writing a news release, testifying before the school 
board or debating a caller on a radio talk show.

What is spinning? It is the process by which you frame the debate in your own 
terms. It is how you define yourself and your opposition. It is your message.

II. Does it Work?
Yes. A number of political movements have had success in framing themselves 
and presenting their message in language that determines the parameters of the 
debate before it even begins. For example, antiabortion activists have been 
insistent that they be referred to as 'prolife' groups. By staking out the 
high ground, they played on the tendency in the media to assign two sides in 
every story. If these people were prolife, than that made the other side 
'proabortion.'

It took a while of concentrated message, but the choice community has reversed 
the direction. The phrase 'a woman's right to choose' has become commonplace, 
and the value of the word 'choice' has become apparent. Now, we see people who 
favor using tax money for private schools referring to 'school choice.'

III. Making Your Message Stick
Start framing your issue from the beginning. It's virtually impossible to stop 
and expect people to reexamine your issues and arguments midway through any 
debate. That's why early message development is so important. So is an 
accurate message. Remember, your message must ring true to work.

Once you've developed your message, use it consistently. This is the key to 
getting it across. Work it into soundbites for the media. Use it in all your 
communications, and work with other organizations in your network or coalition 
to do the same.

IV. Content
Thematic consistency works the same way. Strive for a constant note in the 
tone of your message.

Also, fashion a message that people will listen to. That means working on 
succinct, tothepoint statements. Don't make sweeping generalizations or sound 
an unbelievable or unpalatable alarm. Be positive; avoid attacks on your 
opposition. Debate the message, not the messenger.

V. Playing Defense
As important as it is to concentrate on your message, you should also work to 
prevent anyone else from doing it for you. It's easier said than done, but far 
from impossible. For example, seize every opportunity to define the debate. 
Don't answer every question or attack just because it's there. Restate the 
question or the attack. There will be times you choose to ignore it 
completely.

VI. Conclusion
The issues that make up the Radical Right's agenda present a problem for 
public debate. Although they are personal, emotional topics, they are also 
about much larger, public questions. The debate over protecting gay and 
lesbian civil rights is also about continuing our country's move toward 
providing fairness and protection for its citizens. Arguments about censorship 
are about the right to have access to information. Keep these concepts in mind 
as you take your message to the public. Keep educating people about the 
underlying issues. But do it with perspective and humor. Nothing can drag a 
debate down faster than a narrowly focused diet of deadly serious argument.


===================================================
How to Win: A Practical Guide for Defeating the Radical Right in Your 
Community

Copyright  1994 by Radical Right Task Force

Permission is granted to reproduce this publication in whole or in part.  All 
other rights reserved.

For more information contact:
Pat Lewis
National Jewish Democratic Council
711 Second Street, N.W.
Washington, D.C.  20002
(202) 544-7636

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