Some organizations try to shape the perception that key groups have about them by using almost any methods that are available to them. Why shouldn't they do this? What harm is it if an organization in your community used spin to influence your opinion?
Imagine yourself as the Public Relations Director for a large non-profit that relies on donations for financing. It comes to your attention that a popular blogger posted an inaccurate story about extremely high salaries that you and other top managers receive. The story has been re-posted on at least 40 other sites by the time you become aware of it. What could you do to protect the organization's reputation?