 Because of the frequent association between spin and press conferences (especially government press conferences), the room in which these conferences take place is sometimes described as a "spin room".Public relations advisors, pollsters and media consultants who develop deceptive or misleading messages may be referred to as "spin doctors" or "spinmeisters".A standard tactic used in "spinning" is to reframe or modify the perception of an issue or event to reduce any negative impact it might have on public opinion.