Michael Sitrick is OK with the title of spinmeister. That is what he does, after all — though he sees it a bit differently than most people.

“You can give me a set of facts and I can write you four stories from the most negative to the most positive without changing a single fact,” says Mr. Sitrick, whose gravelly voice and jocular manner belie a reputation for bulldog tenacity.

“What I do is I use the facts to portray my client in a way that accurately reflects the situation but of course is the most favourable to my clients.”

Spin, he says, is just interpreting the facts in a certain way.