Myth 18: PR is all about Spin

PR is the Persuasion Business.  PR people are storytellers. They create narratives to advance your agenda.  PR can be used to protect, enhance, or build reputations through the media, social media, or self-produced communications.  A good PR practitioner will analyze the organisation, find the positive messages and translate those messages into positive stories.  When the news is bad, they can formulate the best response and mitigate the damage.