The sultans of spin - can they fool you?

Alastair Campbell

Although the official election date has remained a guessing game in recent weeks, all the political parties are already in spin mode.

But how much spin will voters be subjected to in an increasingly sophisticated media age?

Those in the industry point to two significant events in recent weeks to show that we could be in for a dizzying ride.

Some point to master of spin Alastair Campbell as the man behind the British backlash over Brian O'Driscoll's injury - intended, they believe, to take the shine off a stunning All Black victory over the Lions.

In the same weekend, Prime Minister Helen Clark also spun her way into the headlines over the Israeli passports scandal, rejecting claims of media manipulation as she managed to push the National party election conference off the front page.

Champion sportswoman turned PR guru Glenda Hughes says Campbell's job is to protect coach Sir Clive Woodward, whose career is on the line if the Lions lose.

"If John Hart had the same backing here, he might have stayed on as the All Blacks coach.

"Alastair Campbell is focused on the long-term protection of Clive when he goes back to England.

"We haven't seen such spindoctoring in New Zealand like this before because we don't have the tabloids here."

Hughes would not comment about possible spindoctoring during the election, joining other PR experts sensitive about the politicians they may need to schmooze post-election. But Barrie Saunders, a Wellington political lobbyist and former press secretary, says spin doesn't work in the long-term.

"I say that if you want a better image, do a better job. You can make things less worse, but you can't sustain something that's not true - not for long."

- HERALD ON SUNDAY