Around the time Vladimir Putin started his first term as Russia’s president in 2000, a man named Gleb Pavlovsky appeared on the Moscow scene. Pavlovsky was a former dissident in Soviet times who called himself a “political technologist”, a highfalutin term for spin doctor. That isn’t to diminish him: Spin doctors in different administrations all over the world are among the most interesting political figures of contemporary times, because their job is to give a narrative about the government and the leaders they serve.