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Inside Spin
Bob Burton is a freelance journalist and the editor of Source-
Watch <
>, an online wiki-based database
on the global PR and lobbying industry for the US-based media
non-profit group, the Center for Media and Democracy (CMD).
Since 1996 he has been a regular contributor to CMD’s flagship
publication,
PR Watch
. He also writes for the
British Medical
Journal
and the Bangkok office of Inter-Press Service. Between
1996 and early 2003 he edited a quarterly news magazine on the
mining industry,
Mining Monitor
, for the Mineral Policy Institute,
a Sydney-based non-government organisation. After completing
an Arts degree at Sydney University in 1979 he worked until the
early 1990s as a researcher and campaigner on energy, mining
and forestry issues for The Wilderness Society. He was a member
of the council of the Australian Conservation Foundation
(1981–91) and vice president from 1985–91. In 1992 he was
entered on the United Nations Environment Program Global
500 Roll of Honour for an outstanding contribution to the
protection of the environment.
Disclosure:
A small part of the costs of the author’s lawyers for
the 1998 hearings before the Victorian Administrative Appeals
Tribunal over Victoria Police’s Coode Island documents was
covered by grants from the Tasmanian Conservation Trust and
Greenpeace Australia.
Inside Spin
The dark underbelly of
the PR Industry
Bob Burton
BOB BURTON
First published in 2007
Copyright © Bob Burton 2007
All rights reserved. No part of this book may be reproduced or
transmitted in any form or by any means, electronic or mechanical,
including photocopying, recording or by any information storage
and retrieval system, without prior permission in writing from the
publisher. The
Australian Copyright Act 1968
(the Act) allows a
maximum of one chapter or 10 per cent of this book, whichever
is the greater, to be photocopied by any educational institution for
its educational purposes provided that the educational institution
(or body that administers it) has given a remuneration notice to
Copyright Agency Limited (CAL) under the Act.
Allen & Unwin
83 Alexander Street
Crows Nest NSW 2065
Australia
Phone: (61 2) 8425 0100
Fax: (61 2) 9906 2218
Email:
Web:
National Library of Australia
Cataloguing-in-Publication entry:
Burton, Bob, 1959– .
Inside spin: The dark underbelly of the PR industry.
Includes index.
ISBN: 978 1 74175 217 5 (pbk.).
1. Public relations. 2. Mass media - Influence. I. Title.
659.2
Set in 11/14 pt Minion by Bookhouse, Sydney
Printed by McPherson’s Printing Group, Maryborough
10 9 8 7 6 5 4 3 2 1
CONTENTS
Contents
Introduction
vii
ONE
Invisible PR
1
TWO
Food fights
26
THREE
Pushing drugs
54
FOUR
Killing them softly
80
FIVE
Battle tanks
104
SIX
Toxic PR
132
SEVEN
When corporations want to cuddle
158
EIGHT
Governing with spin
187
NINE
It takes two to tango
213
TEN
Spinbusters
238
Whistleblowers
264
Acknowledgements
265
Notes
267
Recommended reading
300
Index
301
v
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