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Mike Wallace calls. What do you do? Put him on hold and call Michael Sitrick.
- Sales Rank: #512068 in Books
- Published on: 1998-04-01
- Original language: English
- Number of items: 1
- Dimensions: 9.26" h x .83" w x 6.38" l, 1.00 pounds
- Binding: Hardcover
- 215 pages
Most helpful customer reviews
4 of 4 people found the following review helpful.
Puts some respect into a four-letter word
By Bear Johnson
As the title suggests, Michael Sitrick is unabashed by the four-letter word that even most public relations professionals wince when hearing: Spin. With all of its negative implications, thanks to the media and entertainment industries who disdain the thought that they can be used to help attain an organization's objectives, Sitrick shows how he built a career and his own business by knowing how to use these industries to his advantage. What's more, he demystifies the process with nine basic rules that have guided his own success. These rules, however, are certainly not trade secrets and are in fact second nature (or at least should be) to any truly successful PR person who has dealt with crisis communication. Overall, the book is very entertaining and filled with many examples of how Sitrick has made a name for himself. For the un-indoctrinated into the world of spin, he makes it clear that this is not about misleading people or falsely manipulating the media, but rather about ensuring the perspective you want is effectively presented to the media and, thereby, considered by the public when forming opinions. For those who work in the field of PR, it reinforces concepts that every professional should have acquired, which isn't to say every professional is capable (or willing) of applying them. In fact, from my own experience, that person is extremely rare and difficult to groom within an organization, since they are often blinded by their own organizational culture and hierarchy from finding the root of the problem or becoming the driving force to overcome a crisis. This is the real beauty of Sitrick's book, since he tells you enough of how he goes about fixing problems to make you realize that you need that kind of PR focus as well during a crisis, but if you want it done right you're going to need someone with his expertise. The consummate PR professional, his book will leave you wondering how you could ever get along without him and his company.
0 of 0 people found the following review helpful.
The dean of spin reveals the secrets
By A Customer
Mike Sitrick's "SPIN" reveals the secrets and demonstrates that the media is not something to be "managed," as in the days of JFK. The author's examples are fascinating and provide ample proof to all of Corporate America that public relations is not what they might think it is. It's important to note that to handle a crisis in today's glare of intense media takes planning far in advance of that moment, as Sitrick points out so well. The examples he offers are obviously only the few he can talk about as his career indicates he's handled hundreds of confidential crises. This is an inside look at the work of an expert in a zone of the press people don't even know exists. After you read it you will ask yourself, "How many news stories influenced by experts?" Certainly, as Sitrick's book points out, the most famous bankruptcy in the history of this country, the Orange County Bankruptcy, was effected by the task force of Sitrick's company. There is no higher level of the media than that of "60 Minutes" and its unique primetime domain. This book is essential to a 90's understanding of the press and how it effects everyone. If you're in business, you should read it and then you should read it again. If you're not, read it twice.
0 of 0 people found the following review helpful.
... spin seen by most as en ...
By Nabholtz Zdena
... spin seen by most as en evil art of PR practitioners, I dare to challenge this opinion after reading this incredible book in detail. It is full of real life examples, which will lead every open minded person to " think, stop, and rethink! A must for all managers and PR practitioners.
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