The article raises questions about news management in the spin-doctoring variant against the background of a journalistic approach to working with information, in particular, it considers whether the managerial approach to news corresponds to the standards of journalism, whether the management of information flows inevitably generates a manipulative vision of reality, and whether the use of communication techniques characteristic of spin-doctoring is an inevitable movement of journalism towards PR. The simultaneous proximity to the news flow inevitably brings journalism and spin-doctoring closer together both in the practice of their activities and in the research context of understanding and interpreting its implementation. The aim of this article was to generalize observations on the use of communication technologies by modern journalism in the tactical perspective of news management, where there is a high risk of violating journalistic standards and manipulating information that is distributed to a mass audience. This gave grounds for understanding news management, characteristic of spin-doctoring, in the context of the professional interests of journalism on its own principles and principles of information and communication activities. Such a path seems justified and relevant for an adequate interpretation of the communication potential of modern journalism, which adapts to the conditions of a developed information society. We have generalized the communication and technological techniques used by spin-doctoring as a complex technology of mass and social communications in news management and may be present in journalistic news materials, grouping them by the criterion of compliance/ignorance of the characteristics of the news as factual signs of an event, phenomenon, process that took place in reality; by the criterion of compliance/ignorance of reliability when publishing a position on the news (opinion leader, witness, participant, etc.); by the criterion of compliance/ignorance of social significance and actual and emotional adequacy of reality when forming and publishing the agenda, the sequence of news presentation. The described communication and technological techniques are based on the peculiarities and flaws of human thinking and are not absolutely harmful or dangerous. They are only ready to use defects in the perception and interpretation of information by the audience. The above-mentioned communication and technological techniques allow (and some of them involve) manipulation of information and hidden influence on the perception of the message by the consumer (ideally, perception management). Journalism should avoid manipulative methods of communication with the media audience, while working with facts, comments and the news agenda allows for manipulativeness, from which journalism is primarily protected by journalistic standards. This means that failure to comply with standards leads to the penetration of manipulative practices into journalism, similar to those used by spin-doctoring. This weakens the position of journalism itself, because it begins to play by rules that contradict its essence. A systematic non-special but significant violation of journalism standards can trigger the process of the same systematic manipulative influence on the public as the special actions of spin-doctoring. Spin doctoring as a rational tactic of news management can involve not only information manipulation and covert influence on the public, but also constructive supervision, monitoring and adjustment of what information enters the media stream and how it is presented (completeness, emphasis, detail, etc.). In this case, the work of spin doctors and their participation in news management consists of cooperation, interaction with journalists. If journalists clearly adhere to the standards of journalism, the risk of their subordination to the intentions of spin doctoring is minimal, and cooperation with PR people is not a threat to the profession.

У статті піднімаються питання про менеджмент новин у варіанті спін-докторінгу на тлі журналістського підходу до роботи з інформацією, зокрема осмислюється, чи кореспондується управлінський підхід до новин зі стандартами журналістики, чи управління інформаційними потоками неминуче породжує маніпулятивне бачення дійсності та чи використання комунікаційних прийомів, характерних для спін-докторінгу, — безальтернативний рух журналістики вбік піару. Спін-докторінг як раціональна тактика управління новинами може передбачати не лише маніпулювання інформацією та прихований вплив на громадськість, а й конструктивний нагляд, моніторинг та корегування того, яка саме інформація потрапляє в медіапотік та як вона подається (повнота, акценти, деталізація тощо). У такому випадку робота спін-докторів та їхня участь в управлінні новинами полягає у співпраці, взаємодії з журналістами. Якщо журналісти чітко дотримуються стандартів журналістики, ризик їхнього підпорядкування намірам спін-докторінгу мінімальний, а співпраця з піарниками не є загрозою професії.