Spin Works!: A Media Guidebook for Communicating Values & Shaping Opinion

SPIN Works! is an activist-friendly and extremely useful media guidebook produced by the SPIN Project (Strategic Press Information Network). This guidebook is full of media tips, tactics, strategies, and real-world examples, based on the SPIN Project's work with hundreds of public interest organizations across the nation. It's designed to give grassroots organizers and people interested in positive social change basic and advanced skills for shaping public opinion on their issues through the press. Written with flair, humor and practicality, the guidebook is divided into five sections: The basics, The message, Moving the message, Reacting to media coverage, and Media and community, plus an extensive resource section, numerous case studies, scores of "how to" check lists, several media "models" and much more.

Robert Bray has some 20 years experience in the corporate and non-profit public relations fields. A "PR spinmeister with principles," he is creator and director of the SPIN Project at the Independent Media Institute. SPIN provides media training and strategizing to community activists around the nation. Bray has conducted media efforts on a variety of issues and campaigns for national and grassroots organizations, including environmental justice and conservation, economic justice, civil and human rights, reproductive health and freedom, and more.