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Disclosure & Copyrights: Image material created as part of a free collaboration with Shutterstock. Text originally from: “SPIN IT! “Think and convince like a spin doctor” (2015), published by FAZ Verlag, reprinted with the kind permission of the publisher.
By Mathias Ulmann (More) • Last updated on October 26.10.2022, XNUMX • First published on 02.07.2015/XNUMX/XNUMX • So far 7107 readers, 3615 social media shares Likes & Reviews (5 / 5) • Read & write comments
The spin doctor spends most of his time in terms, options, and hypotheses, and is wholly a part of the intellectual service profession. What can you learn from him?
Spin doctors work as specialists in political communication at the interface between politics and PR. Nevertheless, hardly anyone knows this Job. What are they doing exactly?
In an image ranking of the professions published by the Society for Consumer Research, the spin doctors would most likely have performed very poorly. You would have ended up between the rather poor 32nd place for politicians and the hardly better 30th place for advertisers.
The spin doctors, as specialists in policy-making, combine and assume the poor image values of both professions. So it is not surprising that they generally rank fairly below the population.
It must also be said that not many People really know what a spin doctor actually does. Those who know and write and report about it are mostly quite critical of them and openly claim that the spin doctors are unabashedly damaging to democracy.
In addition, the job title “Spin Doctor” has a bias in the German language, which doesn’t make things any easier. It seems obvious that spin doctors "spin" and that they are experts in the spectacle and the Tampering spread a lot of mischief and thereby our fragile political System endanger.
What makes the matter even worse is the fact that the word has a strong connotation with the eccentric, the spider, and the aversion to this animal is transferred to the profession.
These questionable individuals are also likely to be specialists in weaving dubious webs and building dubious ones networks. “Nomen est Omen”, so the name really says it all.
All those who are committed to the protection and defense of democracy are right in denouncing the machinations of these mysterious bandits.
In my opinion, the superficial perception of the spin doctors in the public is based on an erroneous understanding of the democratic process of will-formation, particularly of techniques to convince and mobilize the public.
In order to work carefree, the spin doctors cannot remain completely hidden, otherwise they will be suspected of hypocrisy and even more distrust in society. No, the spin doctor profession itself needs no “spin” and no rehab.
On the other hand, however, a greater degree of clarity about how they work seems advisable. Only in this way can their specificity and their highly specialized skills be made understandable and useful in our networked society.
In his book “Secret of Success creativity” explains the author and ex-officer Michael Michalko what one can learn from Michelangelo, Einstein and Co. He does not present recipes, but rather presents approaches and ideas Methods before. The whole book is about finding other angles. “See right” and the right one Perspektive on this Welt to find it, that's what it's all about for him too.
To be more precise: Michael Michalko calls them Art of combining as the most important tool of creativity and takes Gregor Mendel as an example. This monk from Austria combined two completely different fields of knowledge, biology and mathematics, and developed the laws of heredity, laying the basis of modern genetics.
There are many other famous examples of the success of the Combination. Michael Michalko also cites the example of Samuel Morse, the inventor of telegraphic signals, who made his Idea had when he was observing relay stations for horses. Morse saw the horses being changed and thought that telegraphic signals needed an occasional boost of energy as well.
Michael Michalko also quotes the well-known formula E = mc 2 and explains that Einstein Energy, mass or speed of light has not been discovered. Einstein invented the theory of relativity. The "mashups" that enrich our digital world, for example the integration of Google Maps into one's own website, are nothing more than the combination of existing content.
The spin doctor deliberately combines intuitive and rational thinking. He knows the limits of reason and calculations. So he also thinks a lot with his gut, whose wisdom he has gradually learned to respect. He noticed that rationality is more for Problems low complexity is suitable.
The willingness to combine things imaginatively is part of the spin doctor. It cannot be a cold thinking machine, it should always be open. The spin doctor likes to create a relationship between things and constantly tries different variations. He interweaves ideas and thoughts in various combinations and also sees the world as a network of interconnected concepts and people.
Maybe he lacks the time, but the possibilities of the combinations are endless for him. For him, creativity is about forging new relationships and staying away from traditional ways of thinking. He makes comparisons with other areas and looks for differences and similarities.
The Spin Doctor doesn't try to get to the bottom of any one issue or issue, it just tries to focus on the core factors and combine them. To paraphrase Bertrand Russell's words about philosophy, spin-doctoring may reduce the certainties of how something is, but increase the possibilities of how something could be. 6 tips for Implementation:
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Mathias Ulmann is a communications consultant and was a parliamentary advisor in the French Senate. Mathias Ulmann studied politics and communication science at the Institut d'études politiques in his native Paris. For eight years he was parliamentary advisor in the French Senate and in the Assemblée Nationale, where he defined “spin”, wrote speeches and managed interfaces with journalists and member networks. After filling several leading creative and strategy positions in international network agencies between 2006 and 2011, he has been advising companies on communication issues since 2012. At the same time he works as a consultant with a focus on “digital” and as a speechwriter for leading politicians. All texts by Mathias Ulmann.
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