It used to be called simply "PR" and it didn't matter much to the average voter.

Today, it's called "spin" - celebrated even in a hit TV show called "Spin City" - and it's considered critical to winning elections.

That's why a late-inning personnel shakeup in John Street's mayoral campaign - bringing back Ken Snyder, the media spokesman from Street's primary campaign, who'd left for greener pastures in Washington, D.C., is causing a buzz in political circles.

Many see the maneuvering to bring back Snyder - on an unpaid leave of absence from his post as deputy mayor in Washington - as an acknowledgment that the Democratic nominee's campaign was getting off track with the voting just six weeks away.

Larry Ceisler, a Democratic political consultant and Fox-TV analyst, said a good spokesman can be crucial in the give-and-take of a two-way race. "You have to have somebody who's able to return the fire," he said.

Neither Snyder nor Street said they believe the campaign was off-message, and indeed insiders say there was talk about bringing him back as press spokesman a couple of weeks ago, before the fiasco of John White Jr. jumping parties to endorse GOP opponent Sam Katz.

"I think we had a great week last week," Street said Monday, adding he believes his campaign is right where it should be.

That said, Snyder was busy working the phones yesterday, and immediately put the up-tempo spin on the White defection that seemed missing from the Street campaign when the story broke last week and when many pounced on the ex-City Council chief for a slow summer campaign.

"John White is one person with one vote and it's too bad he won't be voting for John Street, but it's one vote," said Snyder, predicting that most voters who supported White in the May primary will be for Street in November because they agree with him on school vouchers, taxes and other issues.

During the spring campaign, Snyder earned a reputation for providing reporters with speedy information and colorful quotes, typically taking fierce attacks from Street's closest rival, Marty Weinberg, and hurling them right back at Weinberg.

Snyder is a close associate of Street's media consultant, David Axelrod, and used to share office space with Axelrod in Chicago. Snyder has worked on a number of campaigns - a major asset to Street, who tends to rely on an inner circle of local aides.

The Street campaign was so eager to get Snyder back that it is matching his weekly salary from his D.C. post - where he makes $96,000 a year - to bring him back for six weeks.

Even before Snyder came to town this week, there were signs that Street was getting back on a strong message: that Philadelphia is a Democratic town and that most Democrats are still with Street.

On Monday, Street brought one of his other primary opponents, state Rep. Dwight Evans, along with him to discuss his plans to sue gun manufacturers, and he allowed Evans to take a few potshots at Katz, linking him to national Republicans who have blocked gun bills in Washington.

That mode continues today when District Attorney Lynne Abraham, the city's highest-ranking and best-known Democrat after Mayor Rendell, announces her endorsement of Street.

---

© 1999, Philadelphia Newspapers Inc. All rights reserved. Any copying, redistribution, or retransmission of any of the contents of this service without the express written consent of Philadelphia Newspapers Inc. is expressly prohibited.