Portal de Periódicos da CAPES

The spin doctor: An alternative model of public relations

1994; Elsevier BV; Volume: 20; Issue: 1 Linguagem: Inglês

10.1016/0363-8111(94)90111-2

1873-4537

Randy Sumpter, James W. Tankard,

Public Relations and Crisis Communication

The past 10 or so years have seen the emergence of a new phenomenon in communication—the so-called spin doctor. What is a spin doctor? What does a spin doctor do? This article suggests that the spin doctor is a new communication role, and raises questions about its relationship to the traditional public relations model. It also discusses the implications of this new role for mass communication theory and for the practice of journalism.