The effort by newsmakers to influence news coverage in a particular direction is called

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Spin refers to a form of propaganda achieved through providing an interpretation of an event or campaign to persuade public opinion in favor or against a certain organization or public figure. While often used in the context of political communications, it is also seen in the realm of public relations and elsewhere. Newsmakers "spin" the news to influence coverage in a way that favors their interests.

The Effort by Newsmakers to Influence News Coverage in a Particular