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Spin:
A spin could mean two different things. The first thing a spin could be is a biased portrayal of events in a person's own favor. They may be deceptive and manipulative to get what they want from the world and such.
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How to Answer Tough Questions
Inevitably, an interviewer will ask the publicist a set of tough or unfair questions. A publicist must prepare to answer such questions in advance. These questions are designed to probe the topic and the client deeper and perhaps even trip the publicist up, causing them to say too much or appear confused.
Tough or difficult questions normally work in the following ways:
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Public relations are a crucial aspect of any company, organization, or prominent person. These entities must maintain relationships and contact with the media and the public. A public relations specialist, or publicist, is hired to manage public relations for a company, group, or person and help their client appear in a positive light. It is the publicist's responsibility to acclimatize their client with the media and public, and vice versa. A publicist must manage and strategize successful public relations, perhaps in the form of press releases, press kits, special events, and public participation. A publicist may need to act as a spokesperson for their client, or even act as a mediator between their client and the public.
Occasionally, a publicist must do "damage control". If his or her client received bad publicity, or is caught up in a rumor, scandal, or legal action, a publicist must attempt to salvage the client's reputation. During such instances, the media will want to understand the occurrences and report on them. They may make arrangements for an interview to be conducted with the company's public relations specialist. However, while interviews do frequently occur, they may not always be as a result of a public relations crisis.
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We've all heard people say it: "no comment." They say it when they walk out of the courtroom and run past all of those reporters: "no comment." They say it at the end, or the middle, of a news conference, when the president doesn't want to answer a particularly sensitive question: "no comment." They say it when a scandal has occurred within their company, and they're afraid to give away too much information: "no comment."
So let's say that a scandal has hit your company. Maybe some misinformation has been let out. Maybe a study went wrong. Maybe you had to recall a product. The point is, there's sensitive information out there and the story that the journalists write can go either way. Should you say "no comment"? Most of the time it's not appropriate to refuse to comment. Not commenting will give the news media the impression that you are hiding information. There's no better way to make yourself look guilty or inappropriately involved than saying "no comment". Saying no comment also makes you look like you don't want to cooperate with the media. And if you're considered to be uncooperative by the media, then you're in big trouble. To a large extent, the media is in charge of your image. And if they decide that they don't like you, then you're going to have to fight hard to get that corporate image back where you want it.
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