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Public relations is used to present information in a favourable manner. When a presentation uses deceptive and/or highly manipulative tactics, it is referred to as spin.
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Key parts of his speech, however, were driven by spin, rather than a frank effort to warn the American people of the sacrifices necessary to win and the risks involved. The end result was to mislead in ways that could come back to haunt the administration and reduce longer-term public support.