Abstract:
Purpose- The purpose of the study is to analyze the relationship between the spin doctoring and
the public relations in order to change the public behavior and the public opinion for the desired
results. The main objective of the study is to analyze whether public relations is only spin doctoring
or there is something else also.
Methodology/sample- The research is based on the qualitative analysis of the data that is acquired
from the theories and techniques related to the spin doctoring and the four case studies that are
critically analyzed in this study. The case studies provide the grounds to test the hypotheses and
for drawing results.
Findings- The main findings of the study include that the spin doctors can be perceived as the PR
practitioners as they are able to change the public opinion about them, spin doctoring greatly
influence the public and it is necessary to make use of the spin doctoring techniques in order to be
a successful PR practitioner in today’s world. Spin doctoring can be said as the most the powerful
tool for the political public relations.
Practical Implications- The results showed that the spin doctoring can be utilized to influence a
large number of public and it is useful for the political relations especially.
