Basecamp: Don't Do Spin

Fast becoming one of my favorite snowsports blogs, Base Camp Communications has good perspective on "spin" in a post today:

Play ‘Which Headline was Written by the PR Firm?’

Outdoor Retailer recently released the attendance numbers from Outdoor Retailer Winter Market 2008 that showed a slight dip in attendance this year. Match the headline to the report of the news:

1) SNEWS

2) SportsOneSource

3) Outdoor Retailer’s press release

—————————-

A) “As Exhibitors Expanded, Buyer Attendance Slipped at OR Winter Market”

B) “Outdoor Retailer Winter Market audited numbers confirm buyer attendance down for 2008″

C) “OUTDOOR RETAILER WINTER MARKET CONTINUES STEADY GROWTH”

Answer Key: 1(B) 2(A) 3(C)

The press release framed the attendance numbers to represent attendance increase over the last 3 years–from 2005-2008–which is accurate and explained in the sub-head. But it is also spin. Spin gives PR a bad name. Don’t do spin.

Instead, perhaps..include quotes from exhibitors noting that while, yes, there was a dip in buyers that they saw more of the people who made the buying decisions and less shop rats cruising for bro deals (which was the sentiment we heard from our clients and friends).

The Snews piece does a good job discussing some of the dynamics and current events that may have impacted attendance. Why not include those in the official release and a discussion about how OR intends to address those challenges in the future.

Via Base Camp Communications