Just Pay Your Way
Who plays fair anymore?
What if you didn’t have to pitch and you could just pay for placement or coverage? Well, surprise! You can.
According to a survey released by PRWeek and MS&L, 48.9 percent of senior marketing executives admit to paying for editorial or broadcast brand placement. And here is the kicker, half of those execs who haven’t paid for placement said they would if the opportunity arose (AdAge June 14, 2006).
Paying for brand placement or editorial and story coverage is the easy way out. Execs with money to burn can make a call, and some journalists or editors will take the bait.
I think that one of the reasons more and more stories seem to be making headlines is because consumers are not only interested, but are taking note. Just as I mentioned in my post about Corporate Social Responsibility, companies that portray an honest and socially responsible image are more likely to gain and retain more consumers.
People in our industry need to recognize that they are equally responsible for meeting the expectations of their readers, and many readers expect at least some degree of honesty.
As more and more stories make headlines, my prediction is that consumers will not trust unethical companies. I hope ethics will make a comeback and people will understand the importance of playing fair. After all, karma will get you. Just look at what happened to Enron.
For recent ethical issues regarding paying for placement, check out Shel Holtz’s blog, and for issues regarding plaigarism, check out Keith’s post from May 15.
For industry ethical standards, check out PRSA’s Member Code of Ethics, IABC’s Code of Ethics, and/or the American Marketing Assoication’s Code of Ethics.