Spin doctors

1) Grunge Band. 2) Name for media advisors (because they are apt at doctoring a story and giving it a certain spin).

Masters of presentation

Spin doctors became very popular in the days of Tony Blair as a Prime Minister. Tony Blair was the first British Prime Minister to broadcast regularly on the world wide web. He was also the first to have a strategic communications unit in addition to his press office. With this the Labour Party adapted to the era of modern communication technologies (Seldon 3). In this way the role of image-makers and media advisors was more than significant for his political career. The Labour Party became "New Labour", Britannia became "Cool Britannia". Now "New Labour" was a brand.

Alastair Campbell

Alastair Campbell known as a chief spin doctor of the New Labour era is the best example. He went a long way, building his career, first as a spokesman of Tony Blair, then a leader of the opposition and at last the Downing Street press secretary from 1997 until 2000. His working day, starting at 6 in the morning was long: listening to the news, first call with Tony Blair, preparing for the meeting with the officials of No. 10, briefing to the lobby journalists, then sending a transcript of the meeting to all government departments etc. (BBC).

Mass Media called him "a man who became a story" or even "the UK´s second most powerful man" (http://news.bbc.co.uk). As a master of presentation he was also hoist by his own petard, and all the information about him was used against him in the media. His pornographical writings, homosexual experiences, alcohol problems appeared on the surface and threw a big shadow on the reputation of the party. The last point was a scandal because of Campbell´s personal financies, when he bought a smart town house in London more suitable for entertaining the jet set than his modest apartment. It embarrassed Blair seriously. Campbell had to step down and to leave his office. Blair and his spin doctors lacked conviction. They were all spin and presentation, saying and doing things to please people, but not because they believed them (Seldon 3).

Sources

Seldon, Antony. The Blair Effect, London: Little Brown and Company, 2001.
Sully, Melanie A. The New Politics of Tony Blair, New York: Columbia University Press, 2000.
http://news.bbc.co.uk