http://www.cbc.ca/news/background/spincycles/index-episode2.html

Interestingly, regarding user-generated content, on her personal blog Heather was recently exploring the concept of “blogger outreach” programs (in this case in the UK) involving a free product provided to some bloggers (who weren’t necessarily subject experts in that area), presumably in the hopes that the bloggers would reciprocate with positive posts about “the experience.”

From an ethical point of view, obviously the bloggers have to state upfront that they received a freebie. What I’m not convinced of is whether that makes what they write about the product any more credible or believable, as I think it would be very hard not to be seduced into a warm and fuzzy sense of satisfaction, first at being “chosen” to “test” the product (to give the blogger’s perspective?!) and secondly because the bloggers don’t have to put out any resources for it, except the time it takes to play around with their shiny new toy, as well as to write a post or posts.

I’ve read about a few of these blogger outreach programs (and was critical about one, for which I got slammed by some of the participants); what I haven’t seen is any convincing metrics at the end of the day, demonstrating that these programs were actually a success (from a business point of view), beyond making a handful of bloggers happy.

http://greenbanana.wordpress.com/2007/09/14/blocking-or-blogging/

You summed it all very sharply. As one of the most commented points was the PR-Journalist relationship, let me just remind that readers can still participate in a worldwide research project, which the Global Alliance is supporting, on Media Transparency.

“The Study of Media Transparency and Payments for News Coverage Practices Worldwide” is an international research led by Dr. Katerina Tsetsura from the University of Oklahoma. The on-line survey is availabe here http://www.surveymonkey.com/s.aspx?sm=_2bQbGrm_2bHMlx2SU_2bhOvrIdw_3d_3d

I would also like to call your attention for the difference between publicity and advertising. The difference being that publicity is a non-paid & non-controled communication technique (the PR professional doesn’t control the final product) whereas advertising is a paid and controlled technique (if you want to control the message, you should choose advertising). Now Toni points out to the way social media and the whole web environment is changing these traditional concepts. The rules are not the same as the expectations are different. You exepct that a newspaper (or any other traditional mass media) clearly lets you know what is editorial and what is advertorial but what do you expect from a blog or from other websites based on user generated contents?

Marshall McLuhan was once considered almost crazy when he proposed a book to train young students to be more aware consumers of information (The city as a classroom). I can’t stop thinking that this whole debate is much about the ways PR can/should contribute to a more autonomous judgment by people. This is where I see increased professionalism being a strong force for a more ethical practice.

JD

Looking at Toni’s example of journalists being provided with free cars by the national brand, we can see that this practice did not bias the media against being critical when times required it. Consequently, Fiat recognised the real need to build relationships, particularly with its new team of senior executives.

Toni also reminded us of how taking PR’s traditional, but questionable “pay for play” practices online has already led to concerns about the credibility of views expressed by those who benefit from such “generosity”.

As Toni indicated, this issue isn’t simple, but there are considerations around relevance that could be taken as guidelines for loans and launches in respect of what is acceptable practice.

Carla reminds us that payment for editorial coverage can be considered as advertising. The problem is when this is not overtly the case – although I feel the tax authorities would have views over this, especially in respect of what is a business benefit and what is purely a perk.

In respect of cash payments, Jean indicates this is a common practice in China – although I believe Guanxi refers to obligations in personal connections and networks, not simply media payments.

What strikes me is that so many of these “cultural practices” seem to be accepted or at least well known rather than publicly challenged. Wider discussion should support developing policies that are agreed by the media, professional bodies and companies in respect of what is, and what is not acceptable. Maybe Global Alliance could initiate consideration of practices through its many member organisations?

Toni indicated that professional bodies should take a stance here. Jack questioned some of the practices within the PRSA itself. As a Brit, this is outside my area of expertise. However, I believe that any professional body needs to show leadership and be open to challenges from its members to consider and present best prctice.

Ethical conduct is not simply the responsibility of one body. CIPR President, Lionel Zetter, has picked this up in his latest blog post (see http://prvoice.typepad.com/pr_voice/2007/09/who-speaks-for-.html) where he highlights how there are several bodies in the UK with ethical codes of conduct applying to the public affairs (lobbying) industry, and that no single one should be considered as the sole arbiter.

In the examples we have discussed, it is not just about professional bodies taking a stance – although I agree they should – but also about companies and individuals being prepared to stand against practices they consider as unethical. No matter how long they have been an “open secret”.

Then along came the Japanese and persuaded us that cars could be reliable. We sold our love of the quirky for being dry and getting somewhere on time.

However, we still satisfy this masochistic tendency by supporting lower division football (soccer) teams that lose more than they win. True fans don’t just pick a winning team, they make a commitment based on the regular pain of losing and the rare joy of scoring a goal.

You can see this played out nationally with respect to the English cricket, football and rugby teams in action at present. We expect our team to be sent home early from the Rugby World Cup in France and they seem on track not to disappoint. Indeed, they let us down last time by unexpectedly winning the trophy. British management techniques honed in losing a motor industry have been applied to rugby (as to football since the 1966 world cup success), so that couldn’t happen again in living memory.

Indeed, despite winning the Olympic games for 2012, we will be disappointed if it is not a national disaster and our government appears to be planning not to let the nation down.

As that great philosopher Dolly Parton reminds us – you don’t get the rainbow without the rain. In England, we like the rain – what else would we talk to each other about?

For fixing was what we did.

I always wondered how MGs actually worked in Britain, if they were so unreliable in the middle of Canada, how on earth did they start and keep going ion an island where it usually rained.

This upcoming Sunday is British CAr Show day at a provincial park near me, and I’ll go and try to block out the electrical stories I remember, and instead concentrate on the memories of trips with the top down, rain or shine.

BAK

One reason why itdoes not sell cars here is because many of us believe FIAT stands for Fix It Again Tony. Which is one reason I had an MG instead of a Fiat 124.

I look forward to insights into the journalist — PR person relationship from other countries.

I’ve mentioned this thread to the top paid and top elected people at the International Association of Business Communicators, which is tryng to get Chinese PR people into its organization.

BAK

But if we are speaking about an Endorser for a specific car, a very well known national personality, yes it’s true. He or She will receive money to drive the car and speak in the name of that car maker.

About coverage and ROI – for instance an invitation for an event or an international Show – usually what happens is that the car maker pays all the logistic expenses to the journalists invited for the event. There are also other PR tools like lending specific models to journalists for the specific purpose of testing the cars.

Other media – financial, for instance – usually don’t accept these kind of invitation. The journal is the one that covers the expenses.

However there are, for sure, exceptions to the rule… There are those who think the grass is always greener on the other side!