The role of spin doctors in persuasion process of public relations

From the Second World War on until today, as a result of developments in economical, social and tecnological area, conditions have directed persons and corporations to change. To reach the requests, persons or corporations attach importance to persuade their target audiences and provide continuity of these works by making usage of public relations. Today, public relations works are seen as a management function, which are based on mutual understanding and harmony in the communication process between a corporation or organization and its target audience. Public relations, which is referenced in each workspace to persuade the target audience, is currently performed professionally in the field of political communication. Another work area in this field are spin doctors. Spin doctors works, which are based on persuasion like public relations, use manipulation, agitation and directing to reach the target audience. These works, which are done behind the scenes, are seen as public relations works. In this thesis, the aim is to clarify the role of spin doctors in the process of public relations. Therefore, in the first section the term of persuasion, which forms the common ground of both terms, is discussed and in a historical frame the terms of rhetoric, propaganda and lobbying are mentioned. In the second section by putting ephasis on the term of spin doctoring; the profession of spin doctors, the historical process, ethical aspect and the techniques which are used by spin doctors are mentioned. In the third section to clarifying the role of spin doctors in persuasion process of public relations; the terms of political communication, media management, image management, information management, crisis management, reputation management and finally the ethical frame are examined and the relationship between spin doctors and public relations are explained. Keywords: Public Relations, Spin Doctors, Persuasion