Pay for Play-One in Five Companies Have Bought Advertising in Exchange for News StorySomervell County Salon-Glen Rose, Rainbow, Nemo, Glass....Texas


Pay for Play-One in Five Companies Have Bought Advertising in Exchange for News Story

5 August 2008 at 2:41:48 PM

From PRWatch

What this eseentially means is that when you see an item on the *news*, you can't know whether it is a legitimate news item or you're watching yet another commercial WITHOUT KNOWING IT.

"The survey also found that 10 percent of senior marketers said their organizations have had an implicit / non-verbal agreement with a reporter or editor that anticipated favorable coverage of their company or products in exchange for advertising," states an MSL press release. MSL's Mark Hass called the widespread use of pay for play "troubling," as "without full disclosure and transparency, media lose credibility and their value as an unbiased source of information." More than half of survey respondents also disagreed with the statement that marketers are "following ethical guidelines in new media more than they did a year ago."

Here's the deal. No matter what the media, whether it's a *news* item on teevee or a compiled AP piece, there always ought to be sources for every item. Every person ought to know whether something was sent as a PR piece to be published or was actually something a reporter looked up and researched independently. And it's not enough to take a PR piece and then add some other points of view to it IF YOU DON'T SAY WHERE THE ORIGINAL piece came from. I'm thinking about that human footprint piece I saw the other day that almost certainly was taken from a PR piece. Why shoudln't I be able to read that piece and know the origin?

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