Pay for Play Pitfalls
Category: Blog - March 10, 2009
A recent article in Adweek predicts a growing trend for "sponsored conversations" - the act of paying bloggers for brand mentions. Inevitable as sponsored conversations or paid influencer programs may be, let's also remember there's been an ongoing movement with bloggers wanting to be treated as legitimate journalists.
Today, newsroom staffers are blogging as well, so it's less about distinguishing the two roles from one another and more about simply tracking and following the most credible and intriguing sources - whether blogger or traditional journalist.
Nevertheless, if certain bloggers push for the same access and influence as, say, traditional journalists from major daily newspapers or magazines, I feel the same code of ethics should apply as well. Freebies can open doors, yes, but at some point there is a limit.
Transparency is Key
As these lines continue to blur, what remains paramount is the need for transparency. As long as bloggers are clear about what brand coverage is related to a "pay for play" situation, we can all rest a little easier. (And likewise for companies!)
If, however, bloggers start taking the money and "report" on the latest and greatest SUV on the market, or how much they love Target without disclosing their relationship with the brand - then things will go from blurred to an all-out optical illusion.
Jason Schumann
Account Director
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