Five Freebies Journalists (and Bloggers) Still Take
July 8, 2007 by Eric Eggertson
Filed under Marketing
Here’s how the debate goes: Journalists dealt with the ethical concerns about freebies and payola years ago, and are now squeaky clean; bloggers and podcasters are destroying their credibility by accepting junkets and valuable items, even if they fully disclose the arrangement.
Five examples of freebies still alive in the news business, both for the pros and their blogging brethren:
Junkets
A not uncommon perk for travel journalists is some form of freebie to, or at, a travel destination. Hotel room, horseback riding outing, heliskiing, eco-adventure, or all of the above. Throw in a free or cheap flight, and you have a junket! For entertainment journalists, there can be free travel and/or accommodations to take part in a showcase event, or a Hollywood media event. See Peter Himler on the "fam trip", and Kathryn Lemmon on the press trip.
Schwag Bags
One person’s junk is another person’s schwag. The not inconsiderable value of promotional goodies handed out at events can add up. Free software, anyone?
Products for Review
Whether it’s tickets to a show, software, equipment, or some other product or service, the reviewer often gets the benefit of using a small- or big-ticket item for a period of time. Yes, it is work researching a review. No, when the product sucks, it’s not much of a perk to be able to use it. A lot of media organizations insist on paying for entry to an entertainment event. Others don’t see receiving "comp" tickets as a potential conflict of interest. See Toby Bloomberg on schwag-for-post, Scentzilla on perfume per-for-post, and my previous posts on the Nikon blogger program.
Journalist Embedded as a Customer
The host of a show getting tips from a consultant, or a reporter getting advice from an expert is considered research, even if the advice would be worth hundreds of dollars if provided to a customer.
Munchies, Drinks and other Little Perks
Sure, many media events are held without a snack table. But a lot of media events involve expensive catered edibles, available for the taking. Just don’t be too obvious about jamming things into a doggie bag. Is it a perk – or a source of stress – if you can’t identify the food being consumed? And there are other little perks that can be provided to journalists without anyone freaking out. Does a limo ride count as a freebie?
See Julian Sanchez on think tank free booze,
My point isn’t that journalists or bloggers are devious, unethical people. It’s that there remain shades of grey, even in the professional media.
Have you got examples of acceptable and unacceptable freebies?
Tags: schwag, swag, freebies, payola, journalists, press tours, junkets, bloggers
This is a great post, especially given all the heat bloggers are taken for graft. While it’s not cool to get bought, it’s certainly less cool to be a journalist and engage in this activity.
I don’t buy the argument that all freebies are evil.
What’s the value of a Caribbean cruise? Pick the right week, and they’re practically giving away space on some cruises. Is it worth $3,000, because that’s what you’d pay if you booked at full rate, or is it worth $500, because that’s what you could have gotten it for as a last-minute bargain?
What’s the value of a seat on a plane? Depends on which plane, when, and whether there is demand for the seat.
I’m all for disclosure, but I’m not as hard core as some people on what would create a perceived conflict of interest.
Hey Eric,
Sorry I missed you on this one. I’ve worked (and occasionally worked) on both sides of the fence.
I think it comes down to how you answer these questions:
Journalist/blogger: Is the offer important to the story? Does it increase the importance of the story? And will it ultimately skew your story?
For the public relations practitioner: Is the offer appropriate to the story? Are you expecting anything in return because of the offer?
How anyone answers these questions will makes all the difference; employer guidelines not withstanding.
Great post as always. Best, Rich
Try and do press coverage of something like The Sundance Film Festival without any schwag… The films are competing for journalists attention like you wouldn’t believe. I think I spent a total of 10 bucks on food and alcohol the entire week I was there.
Does this sway my coverage? In some ways, because I was expected to cover the most lavish and “important” parties, as these were the events with the biggest celebrities. However, like many other journalists, I called bullshit on the making something out of nothing phenomenon of the festival environment and felt justified when we went to print.