The art of the spin
I don’t know how it feels to be part of a political campaign, let alone do the explaining when surveys goes into a tailspin or squirts back to the top. At least in B7, if our Alexa goes up or down, it is what it is. No spinning needed Matilda. So, it must be crazy over at the Noynoy camp and the Villar camp. In fact, I even noticed that their ads are targeting completely opposite and/or different demographics which I’ll touch on the next entry. But in the art of politics? It’s all spin, spin, spin.
Now, here’s a hilarious article from the Ingat Trapo FB site about the art of the spin. Enjoy!
The art of the spin
By: Greg B. Macabenta
There’s this joke about the kid who loved baseball and said he was the world’s greatest batter. Armed with ball and bat, he went out to the open field and threw the ball in the air. When it fell down toward him, he swung at it. He missed. He threw the ball in the air again. When it hurtled down toward him, he swung at it and he missed. He tried it a third time and missed again. At this, the kid shouted at the top of his voice: “I’m the world’s greatest pitcher!”
Every time I read the comments of the supporters and detractors of the presidential candidates, I’m reminded of this joke. I’m reminded, especially, of Prospero Pichay, political adviser of Gloria Macapagal-Arroyo. When a Pulse Asia survey revealed that 52% of respondents would not vote for a presidential candidate endorsed by Arroyo, obviously including the Lakas- Kampi official candidate Gilbert Teodoro, Pichay declared:
“It’s very good for Gibo. That means he already has the vote of 48%. The 52% would be a toss [sic] among the other presidential candidates, so this is very good.”
How Pichay drew that conclusion defies logic. But the Art of the Spin is supposed to skirt logic. The Art of the Spin requires the ability to keep a straight face and even flash a smile while trying to present the glass as half full instead of half empty.
Having been part of many task forces handling communications and PR work for clients, including crisis PR, I can tell you that there’s a world of difference between what is said for public consumption and what happens in the backrooms. The first thing that a PR counsel briefs a client on is how to handle such bad news as a steep dive in a public opinion survey.
Take the drop from 45 to 37% for Noynoy Aquino in the January survey and the surge of Manny Villar from 23 to 35%. In the Aquino campaign backroom, you can almost hear the panicky conversation:
“The survey must have been rigged!!”
“It’s because of all the money Villar is spending in media — and he’s buying off all the columnists and broadcasters!!!”
“That means the C-5 scandal is not affecting him. Maybe, the masses don’t care about these things!!!”
“We’re doing something wrong!!! Our message isn’t catching on. Can we find better creative people???”
“But what do we tell the media? How do we spin it?”
“Tell them, that the drop is normal. Tell them that what we now have is a rock-solid constituency of Noynoy that all the Villar money in the world cannot break. Tell them that the proof is that, despite outspending us, Villar is still behind by two percent.”
And here’s what, I bet, theVillar backroom conversation went when the latest Pulse survey reported the 7-point spread that Aquino gained over Villar, after the latter dropped 6 points.
“Sir, the Pulse Asia survey results are out!”
“OK, what are the results?”
“Bad news, Sir. You’re down 6 points from the last survey — 35 down to 29%. And the other guy only went down one percent. So he now has a 7-point advantage over you.”
“What the f______!!! How did that happen???? Didn’t you idiots tell me that I would overtake that sonnuvaquino by the next survey, with all the media and PR money you’re making me spend?”
“Well, you see, Sir….”
“And didn’t you assure me that the commercials and jingles you produced for me, that’s costing me a fortune, would make my supporters love me even more and his supporters switch to me? Anon’ng ginagawa ni Dolphy? Walang bang epekto si Wowoweee?”
“Well, you see, Sir…. It’s those negative stories they’re spreading about you. You know, C-5 at Taga.”
“Kanino kasing ideya iyang Sipag at Tiyaga! Who’s bright idea was that? Now, we can’t use it because of that damn C-5 at Taga.”
“They’re also calling you Money Villarroyo.”
“Isa pa iyan! Anong ginagawa ng perang pinamumudmod niyo sa media? Why are those negative stories still coming out? What happened to Supress Relations???”
“And the stories about bribing Enrile and Gordon and Erap.”
“Isa pa iyan!!! It’s clear, there is a conspiracy against me. Pinagtutulungan akoooo!!! And didn’t you assure me that Erap’s laos and has no more appeal with the masa compared to me??? How come, he gained points???”
“But, Sir, the good news is, Noynoy only has a single-digit spread. That’s really not too bad. It would be bad if it were double digit.”
“You expect me to swallow that consuelo de bobo????”
At that point, some media people arrive. As if on cue, Villar breaks into his patented smile and self-confident pose.
“How’s the campaign going, Senator?”
“Fantastic!! We’re winning!!”
“What can you say about the Pulse Asia survey where you went down 6 points?”
“Alam mo naman ang mga survey na iyan — you know how they are, they don’t really mean anything. You should see the big crowds cheering for us at our meetings. That is the real indicator of popularity and voter acceptance.”
“But you used to have 35% to Noynoy’s 37. Now, it’s 29 for you and 36 for Noynoy. What does that tell you?”
“That means he’s headed for a free fall. Imagine, from 45% down to a statistical dead heat and now, he has gone down again, by one point. That’s significant. Pabagsak na siya.”
“What about your six-point decrease?”
“Bale wala iyan. As I said, as long as it’s only a single digit, I’m happy. That means, we’re doing very well. Panalo tayo.”
“What about Loren and Mar? Looks like Mar is pulling away. What do you say, Senadora?”
“Doesn’t bother me. He’s on the way down and I’m on the way up. That means, by the time election time comes, I will overtake him.”
“What about the claim of Dick Gordon that you sent an emissary to buy him out?”
“Me, do that? Never! Besides, what’s there to buy from Dick Gordon? He only has one percent. Walang suporta.”
“And what can you say about their warning that if you become president, you will recover the billions you are spending in this campaign, plus a profit?”
“Do I look like somebody who is capable of doing that?”
And he flashes his most charming smile.
“All I want to do is serve the people. The money doesn’t matter.”
And he adds: “Ask Joker Arroyo.”
Greg Macabenta is a veteran journalist and the publisher and editor of Filipinas Magazine, the only nationally circulated Filipino American monthly magazine. Mr. Macabenta can be contacted by e-mail at gregmacabenta @ hotmail.com.
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reynz is one Uragon and a Filipino-American, has many years of public accounting & auditing, broadcast investments, housing tax credits and equity investments as his background. Based in the US, he maintains his personal and humor blog at reyna elena dot com. A graduate of Aquinas U, he went to GWU and Temple U in the United States.
hmmm is that really an art of spinning? i dont think so.
parang biased yung write up.
Sorry talaga, kahit anung papogi gawin nila write-up ni Villar ayoko talaga sa kanya.
Then dun sa question niyang:
“Do I look like somebody who is capable of doing that?”
Natawa ako ng bonggang-bongga. Heller, ano ba nangyari sa C5 projects???