Campbell: spin is not a PR problem

Alastair Campbell this week pinned responsibility for PR’s image problem on the demands of political media.

No 10's ex-director of comms told delegates at the International Public Relations Association's Annual Summit in London: 'The problem is not with PR but politics and spin. That's where PR and its role in comms has become controversial.'

And he gave fellow panellist, former ITN chief Stewart Purvis, a message for the press: 'In many ways the focus on spin is really about the media trying to put up barriers between the politicians and the public.'

Campbell admitted: 'I did come to symbolise the problem at the heart of the debate.' But he argued that his techniques to communicate 'proactively and strategically' were a response to changes, such as 24-hour news.

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