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Don't call me a spin doctor

PR's image has been unfairly tarnished by the media cynically equating it with 'spin', says Colin Byrne


It was a gripping contest, with the leaders campaigning positively, focusing on their assets, and never resorting to negative attacks on their opponents. But enough about Comic Relief Does Fame Academy, what about politics'

Surveying the media, it is hard to believe that the election hasn't already started. Margaret's Shoulder is the new Jennifer's Ear, but the insults and lists of statistics are all drearily familiar. A recent poll showed that four-fifths of voters felt that the parties were resorting to negative campaigning rather than explaining their policies. And above all the claims and counter-claims that will be thrown around in the coming weeks, one accusation will get chucked about more than any other: "spin!".
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