A Practical Guide to Using the Media; Second edition of a top-selling Politico's Guide; A must for all campaigners, communicators, press officers, and students of the media. Spin doctors are seldom out of the news for long. But who really knows what spin is, or what spin doctors do? Paul Richards, in this new, updated and expanded edition of his best-selling book Be Your Own Spin Doctor, shows that spin doctoring is a new phrase to describe a very old practice. The author explains how all organisations, from political parties, to community campaigns, to small businesses and charities can use the techniques of spin to protect their reputations, get their messages across, and win public support. The book looks at practical ways to gain coverage in the media, to create eye-catching news releases and photo-opportunities, to give memorable interviews, and how to avoid the traps that journalists set. Fresh, funny, and packed with insider tips, tricks of the trade and useful warnings, Be Your Own Spin Doctor is essential reading for everyone interested in the workings of the media.