Spin Score

The Hamiltonian has begun using a dispassionate service to analyse and assess the presence of spin doctoring in responses to questions. We use this service occasionally and particularly when the spin score exceeds 5 out 10.  This service is employed not to disparage answers we receive, but to provide a helpful lens for those who seek clarity. We also hope that those providing answers will be on the same page with us, and strive to provide clarity. We hope that this a learning opportunity for all. 

At any time, the responding organization may provide an update to any of the responses, to help provide further clarity. The Hamiltonian will apply this analysis selectively to responses at an organizational level or to those responding as representatives of an organization. It will not employ this analysis to individuals who are representing their own personal views. 

Here is the analysis from the City Manager's interview:

Here is a spin doctoring assessment for each of the 5 responses. Each is scored out of 10, where:

0 = Completely candid and transparent
10 = Definite, polished spin doctoring, evasive or deflective answers

1. Trust Deficit and Financial Transparency

Score: 8.5 / 10

Analysis:
The question directly addresses public mistrust and a negative financial transparency ranking. However, the response:

Acknowledges concerns without taking real ownership
Cites accolades (AAA credit rating, awards) that deflect from transparency issues
Floods the answer with unrelated improvement initiatives (e.g., accessibility awards, CRM systems)
Avoids discussing the C.D. Howe report or admitting to specific failings

Spin Tactics Used: Deflection, virtue signaling, overuse of PR-style initiatives, lack of hard commitments or accountability

2. Overreliance on Cyberattack as Excuse

Score: 6.5 / 10

Analysis:
The answer is more direct in acknowledging that it’s time to move beyond the cyberattack. However, it:
Still frames the cyberattack as a catalyst for progress
Takes credit for future resilience without assessing current service impacts or mistakes
Promotes positive change without offering specific timelines or benchmarks for service recovery

Spin Tactics Used: Controlled narrative shift (“turning point”), positive reframing, forward-looking promises

3. Performance Appraisals and Accountability

Score: 7.5 / 10

Analysis:
The question asks for percentage data on current employee performance appraisals. Instead, the response:

Offers general HR philosophy and program descriptions
Blames the cyberattack for lack of data
Avoids saying whether they were tracking performance pre-incident
Gives no current percentage or scope of completion

Spin Tactics Used: Data omission, systems blame, answer flooding with irrelevant programs

4. Performance Contract Transparency

Score: 9 / 10

Analysis:
This is a clear case of evasive spin:
The initial answer implies there might be a contract without confirming
The follow-up makes it clear there is no formal performance contract, but this only comes after being pressed
Presents objectives as informal reflections of Council’s goals – not a real contract with measurable accountability

Spin Tactics Used: Evasion, ambiguity, reframing organizational goals as personal performance criteria

5. Customer Service Strategy Delay

Score: 6 / 10

Analysis:
This answer is more informative and acknowledges a delay due to the cyberattack, but:
Avoids explaining why no service standards had been implemented before 2024
Points to a future RFP and strategy but lacks timelines or firm deliverables
Pads the answer with unrelated tech improvements

Spin Tactics Used: Delayed accountability, future-facing promises, partial transparency

OVERALL AVERAGE SCORE: 7.5 / 10

Summary of Spin Doctoring Themes

Common Tactics Across Answers:
Heavy use of positive reframing and buzzwords (“resident-focused,” “transformation,” “modernization”)
Flooding with unrelated initiatives to dilute or distract from the core issue
Minimal hard data, particularly when the question asks for specifics
Avoiding direct ownership of failings or delays unless absolutely necessary

These responses appear crafted for damage control and image management more than meaningful engagement. While they include gestures toward accountability, most answers lack transparency, specificity, and candour — hallmarks of high spin doctoring.

Photo courtesy of Jen Dries- Unsplash