Spin : How to Turn the Power of the Press to Your Advantage [Hardcover]

Michael S. Sitrick (Author), Allan Mayer (Author)

Book Description

Publication Date: April 1, 1998

Mike Wallace calls. What do you do? Put him on hold and call Michael Sitrick.

Product Details

• Hardcover: 215 pages
• Publisher: Regnery Publishing; 1 edition (April 1, 1998)
• Language: English
• ISBN-10: 0895264110
• ISBN-13: 978-0895264114
• Product Dimensions: 9.2 x 6.1 x 1 inches
• Shipping Weight: 11.2 ounces
• Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #780,501 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

4.0 out of 5 stars Puts some respect into a four-letter word, December 23, 2001

By 

Col. Barry Johnson "Bear" (Potlatch, Idaho) - See all my reviews

This review is from: Spin : How to Turn the Power of the Press to Your Advantage (Hardcover)

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.

7 of 9 people found the following review helpful:

1.0 out of 5 stars A sad waste of money., June 30, 1998

By 

[e-mail] (New Zealand) - See all my reviews

This review is from: Spin : How to Turn the Power of the Press to Your Advantage (Hardcover)

"Tell your story before others do." "Be available for interviews"

Whoaa! That's it!

Two common sense conclusions ... endlessly repeated in 214 pages of utter drivel.

Do people really pay Sitrick for such basic advice? Apparently. He told us so!

The problem is this - not one of Sitrick's clients has anything to hide. They are all squeaky clean with wonderful stories to tell if only they had the confidence to open up.

How lucky he is. And how out of touch he is...

Anyone who genuinely works in PR will cringe after reading this ghastly collection of back-patting anecdotes.

Sadly, there nothing to be gained from this teenage diary. Except the discovery that some American business leaders are surprisingly stupid.

Yawn. I am bitterly disappointed...

4 of 5 people found the following review helpful:

5.0 out of 5 stars A must read to prepare to successfully deal with a crisis., August 5, 1998

By A Customer

This review is from: Spin : How to Turn the Power of the Press to Your Advantage (Hardcover)

Sitrick's book is a must read to prepare you to successfully deal with a crisis. Sitrick's book is a common-sense guide to navigating what crisis managers know to be a tricky, hazardous road. In the real world of business, where mistakes impact the survival of companies, reputations and livelihoods, Sirick's methods are dead-on. I found the book entertaining, educational and highly intriguing. Gaining a through understanding of the concepts and approaches presented in Sitrick's book is invaluable. As CEO, I have successfully lead turnarounds of several companies and during a period of crisis being prepared with a well thought out and executable crisis management plan may be the difference between success and failure. My experience has taught me that many people claim to be crisis managers but Mike is the proven master. I strongly recommend the book, its an investment that may provide you and your company with the tools to survive a crisis.