SPIN Works! [Paperback]

Robert Bray (Author)

Book Description

Publication Date: June 10, 2000

SPIN Works! is an activist-friendly and extremely useful media guidebook produced by the SPIN Project (Strategic Press Information Network). This guidebook is full of media tips, tactics, strategies, and real-world examples, based on the SPIN Project's work with hundreds of public interest organizations across the nation. It's designed to give grassroots organizers and people interested in positive social change basic and advanced skills for shaping public opinion on their issues through the press. Written with flair, humor and practicality, the guidebook is divided into five sections: The basics, The message, Moving the message, Reacting to media coverage, and Media and community, plus an extensive resource section, numerous case studies, scores of "how to" check lists, several media "models" and much more.

Editorial Reviews

About the Author

Robert Bray has some 20 years experience in the corporate and non-profit public relations fields. A "PR spinmeister with principles," he is creator and director of the SPIN Project at the Independent Media Institute. SPIN provides media training and strategizing to community activists around the nation. Bray has conducted media efforts on a variety of issues and campaigns for national and grassroots organizations, including environmental justice and conservation, economic justice, civil and human rights, reproductive health and freedom, and more.

Product Details

• Paperback: 128 pages
• Publisher: Independent Media Inst (June 10, 2000)
• Language: English
• ISBN-10: 0963368796
• ISBN-13: 978-0963368799
• Product Dimensions: 9.8 x 6.8 x 0.4 inches
• Shipping Weight: 9.6 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #782,585 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Great book for communicating your org's progressive social agenda, November 14, 2010

By 

Jill Hoffmann - See all my reviews

Amazon Verified Purchase

This review is from: SPIN Works! (Paperback)

Robert knows his stuff. Quick read. Informative, step-by-step guide for putting your org's agenda out there in ways most likely to garner attention.

5.0 out of 5 stars Spin Does Work!, March 27, 2001

By 

Kevin Smokler (SF, CA United States) - See all my reviews

This review is from: SPIN Works! (Paperback)

Spin" is not a dirty word. What matters is the integrity of the "spinner"... Robert Bray manages to bring the idea down to earth with short, spicy examples, written in accessible language...By honing their media skills, community organizers will have more success saving the world, perhaps literally. Let's hope this message spreads through the nonprofit community and inspires activists to do a better job communicating with the public that they serve so well.

Over the past few years, media-savvy community organizers have written a handful of books aimed at activists who want to get more media coverage but do not know how. This is the best of the bunch.

Jason Salzman, author of Making the News: A Guide for Nonprofits and Activists, is president of Denver-based Rocky Mountain Media Watch, a nonprofit organization focused on pressuring journalists to meet the highest standards of professional journalism.

5.0 out of 5 stars Simple, Concise, Invaluable, December 12, 2000

By A Customer

This review is from: SPIN Works! (Paperback)

As a non-profit community manager, relations with the media is one of the toughest, but absolutely essential, parts of my job. It's not something I like to do. I didn't start working for community organizations to get my face on camera. But I believe in our mission and, in order for it to be heard beyond the walls of our office, I have to talk to the media. Even if I don't like doing it. Even if sometimes, I feel about as photogenic as a dish towel.

That's why I can't stress enough what an invaluable book Robert Bray's Spin Works is. It lays out, precisely, how to make your organization media savvy, from how to write a press release, to how to stage a full scale news event. It's not loaded down with silly jargon and doesn't tell your organization to be slick, pr-mongers. It's a direct, honest, easy read. And it's written from the activist's point of view. This book knows us and what we're up against.

It's made a ton of difference for my organization. Now the entire city knows who we are and the great work we do. Get this book, read it, have your staff read it, keep it around. Your organization and the people you serve will notice the difference.