
Dan Robertson and Robin Sears at work
One of the daily challenges for any reporter on Parliament Hill is to cut through the spin and counterspin (and sometimes the counterspin to the counterspin) in a bid to tell readers, viewers and listeners what is happening in politics.
When it’s well done, spin is an art. Good spin, artfully executed, can put politicians in a better light, cast doubt on the truthfulness of their opponents and in extreme cases, extricate politicians from potentially career-killing gaffes.
However, the one golden rule for good spin is that it has to be credible. You can try to frame the issue and put the best possible light on the facts but at the end of the day if it’s not believable it will just disappear into the ether.
One of the best examples of an effective spin machine has to be former Prime Minister Brian Mulroney’s public relations teams at the Oliphant Commission. From press conferences to web sites to tweeting on Twitter, Robin Sears and his team at Navigator have been artfully highlighting the elements of Mulroney testimony that advance his case or delivering subtle – or sometimes not so subtle – digs at Mulroney’s opponents.
Yesterday, however, their efforts had mixed results after they went after two journalists covering the Oliphant Inquiry who have spent years digging into Mulroney’s dealings with Karlheinz Schreiber. Shortly after Mulroney got emotional on the stand while talking about the impact the Airbus Affair had on his family, Navigator spinner Dan Robertson sent out his own take on the it.

The problem, though, is that for most reporters – especially those who have covered Mulroney over the years – it just wasn’t credible. It would have been totally credible if Mulroney had gotten angry on the stand and lashed out. After all, Mulroney spent a large part of the day taking advantage of the fact he was testifying under privilege and didn’t have to worry about being sued for defamation to attack journalists and media organizations that dug into the Airbus Affair. But the idea it would bring the seasoned politician, who has verbally jousted with reporters over the years, to tears was just too big a stretch.
After two days of being questioned by his own lawyer Guy Pratte, today Mulroney faces questions from commission counsel Richard Wolson.
No doubt the spin machine will be back in full gear.