There are several ways to cast a net. Once a range of delivery targets has been identified, professional spin artists must determine the range of their activities in terms of cultivating the initial seeds for their PR content.

Audience:

The audience of the discussion forum is a key variable that determines not only the delivery method, but also the selection of sites in which to conduct the campaign. In this regard, industry specific spin must be disseminated in specialized forums focusing on the subject matter related to the spin itself. In the case of a more generic content, the primary focus of the spin artist shifts to other considerations: mainly the amount of traffic for the target forums and the depth of their market penetration both on and offline.

Delivery Method:

There are several different approaches that can be taken for disseminating the information to the various targets. In most cases, the success of the delivery depends on the level of covert penetration of the online activist in the forums they frequent, as well as the subtlety of the spin itself.

1. Planted Spin

This technique is among the most basic methods of delivery, and one which requires little effort or skill on the part of the spin artist. Once the target forums and newsgroups are identified, the activist proceeds to post the spin in the various locations. Typically labeled as "flaming" or "spam" by administrators at the target sites, the posted content is often easily identified by the target audience as spin, and therefore, generally yields poor results. Given the relative ease of posting the content over a wide range of sites, this technique ensures high visibility for the spin but not necessarily its success.

Unlike Planted Spin, which takes a hit and run approach, harvesting requires a certain level of investment on the part of the spin artist. In this method, the spin artist frequents fewer target sites on a regular basis and become a member of the forum communities where the spin is delivered. The delivery of the content is rather regular and, as a result, is overt in nature. Through regular interaction with the users at the target sites, the activist's bias' and objectives are usually transparent. Harvesting is also common among average users and party loyalists promoting political ideologies and partisan agendas.

Psychological Ops or 'Psychological Operations' is the most advanced and most covert form of spin and requires a high level of skill and investment of resources on the part of the spin artist/ Internet activist. The technique, which is derived from the intelligence community, involves strenuous pre-screening of a very narrow target range often one or two carefully chosen websites with specific audiences or high media exposure. In this case, the activist becomes an active member of the target community but unlike what happens in the harvesting technique, he disseminates the spin in a controlled and subtle manner using the cloak of an opposing ideological position.