Is all PR spin? NO! Well, then how do we untangle ourselves from that the negative characterization?

How 'bout we make a distinction. PR certainly is hyperbole. ABSOLUTELY! Nothing wrong with "the world's leading." Frankly, money, sex and a little exaggeration make the world go round.

On the other hand...

Spin is a pejorative term implying disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents, when they produce a counter argument or position. The term is borrowed from ball sports such as cricket, where a spin bowler may impart spin on the ball during a delivery so that it will curve through the air or bounce in an advantageous manner. The techniques of "spin" include: skirting, obfuscation, ambiguity and non-denial denials.

So... what's wrong with that? As Ronn Torossian and others in the industry would say variously, "everyone deserves representation in the court of public opinion." Well, the fundamental problem is that hyperbole is fact-based and spin is an illusion. Actually, "spin" is an illusion that carries contradiction. Bottom line: it's a lie.

Here below is a visual reminder. Watch the dancer spin. At the first glance, the silhouette is spinning clockwise; but then watch her change direction. [TIP: Look down and concentrate on the shadow, and then slowly move your eyes upward.]

Something to think about.