Shady PR Can Hurt Your Marketing

PR firm Reverb Communications has been under fire by MobileCrunch for allegedly gaming, aka astroturfing, the iTunes app store. In the article, MobileCrunch criticizes Reverb for what it deems as unethical practices).

Here’s the short version: Reverb supposedly has interns to write positive reviews of games (just after launching) to garner additional sales in the iTunes app store. When MobileCrunch (MC) researched several reviews and the users who posted them, they found that the users had also posted positive reviews for other apps who were also represented by Reverb. In fact, the users had only reviewed products that Reverb represented. Additionally, MC claims to have a sales document for prospective clients that outlines this particular strategy. Reverb insists that their staff members haved downloaded programs and posted reviews on their own.

Here’s the thing. This type of promotion is bordering on – if not outright – shady practices. If you don’t disclose your relationships – and insist that your employees do the same – you risk losing credibility. And when you lose credibility you lose the ability to market effectively. And that hurts sales.

Maybe the staff members did enjoy the games so much that they just had to post about it. Good for them! But it pushes a fine line. And I highly recommend that you disclose. Because if it can be perceived as wrongdoing, people won’t trust you. And if people don’t trust you, they won’t buy from you.

So avoid the ethical dilemnas. Disclose, disclose, disclose. And don’t encourage the type of viral marketing or pr that isn’t genuine. Asking for genuine reviews is one thing, but expecting only positive reviews or press is not the way you should be promoting your company. Yes, it can be hard to get noticed out there — especially in the app store. But isn’t it so much better when your product stands on its own merit? Do you want genuine sales that can build relationships and encourage return customers? Or are you just here to make a quick buck?

image: sxc.hu