table classifying the elements of spin, which apparently are more science than art.
As Business Week explains “Kelly’s
table consists of 25 PR “plays” that encompass the entire spectrum of
PR maneuvers available, from the defensive “pause” (a deliberate
suspension of activity to assess the opposition) to the swift and decisive
“pre-empt,” a kind of PR judo that limits your opponent’s ability to
exploit a weakness”.
There are various exciting terms, such as The Crazy Ivan (McCain
picking Palin for a running mate), The Disco (Nike’s mea culpa over its Asian
sweatshops), The Peacock (Oprah giving cars to her studio audience), and The
Bear Hug (Mcdonald’s giving up on supersize).
It looks pretty, and I have never seen the art of Spin spun finer.