”Spinndoktorer” är en form av PR-konsulter som oftast förknippas med politisk opinionsbildning, och som yrkestiteln antyder arbetar dessa med att skapa ”spinn” på nyheter och idéer. Denna typ av opinionsbildning syftar oftast till att vrida perspektivet på en idé eller situation till att bättre gynna avsändaren.

Här är 6 verktyg för den aspirerande spinndoktorn, inspirerade av boken Opinionsbildning som är skriven av statsvetaren Olof Petersson:

1. Omdefiniera situationen

Under en lång tid har tobaksbolag försökt att få cigarettrökning att framstå som en fråga om valfrihet. Spinndoktorer är experter på att försöka ändra infallsvinkel och perspektiv på frågor.

2. Ställ frågor

Retoriska och andra slags frågor kan användas för att vända publikens uppmärksamhet i önskad riktning. Om du är en politisk talare kan du ställa frågor som du sedan själv besvarar.

3. Påverka språket

En talare kan ta upp ett ord och försöka ändra dess innebörd och associationer, och använda ord för att påverka associationerna till exempelvis ett politiskt ämne. Ett exempel var hur Per Schlingmann, Nya Moderaternas legendariske kommunikationsstrateg inför valrörelsen gav ut följande ordlista:

Källa: Nya Moderaterna - "En Guide Till Nya Moderaternas Utseende".
I den 20-sidiga handboken ”En Guide Till Nya Moderaternas Utseende” formulerades partiets utseende och språk om för att övertyga en bredare väljargrupp.

4. Sök bekräftelse

Försök övertyga publiken om att idén eller uppfattningen har stöd av inflytelserika personer och är socialt acceptabel.

5. Framställ fakta på ett fördelaktigt sätt

Om du vill väcka sympatier för välgörenhet säger du inte att 90 procent lever i välmåga utan att hela 10 procent lever i fattigdom.

6. Ge illusoriska samband

När två olika saker, till exempel en produkt och social framgång, framställs tillsammans kan mottagaren ledas att tro att det också finns ett orsaksmässigt samband mellan de två.

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