Media consultant Anton Savage takes a realistic, irreverent, sometimes caustic look at the tricks and manipulations used by political spin doctors in Ireland and abroad. Among the topics on which the author dwells are: the influence of American-style electioneering on Irish politics, the myth of the focus group, the idea the clothes maketh the candidate, the myth of body language, the leader debate, and what really won the 2007 election for Fianna Fail and lost it for the alternative coalition.