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Media relations: ought to you pay for news coverage, part ii - pr


Last month, we told you about "pay for play," a attempt in which news organizations accuse sources to act on their programs. In other words, if you ante up adequate cash, these "news" programs will air a puff piece about your circle or organization.

But in most cases, these pay for play attire don't consign what they promise. Not only don't they stand after their "guarantees" of listeners numbers, but the civic regards their alleged exposure with skepticism. The broadcast is smart a sufficient amount to acknowledge the differentiation amid a news segment and advertising.

Shortly after distribution out our condition on pay for play last month, PR Week Magazine reported a story on its front page about yet an added scheme.

Terry Bradshaw, the earlier Pittsburgh Steelers hero, is hosting a tv curriculum called "The Winners Circle. " The curriculum honors companies for their "forward idea and dependable principles. " The segments air for the duration of ad time on MSNBC, CNN, CNN Headline News and CNBC.

The catch is this - the companies in fact pay the producers of these spots $29,000 for their doubtful honor. The producers never say that the alleged winners paid for the honor. Occasionally, they cryptically note that the ad time was purchased. But in some cases, the spot has aired with no advertisement to audience at all that this was just a puffed up commercial.

With the custom under better scrutiny, my assistance ashes the same as it was last month - in general, walk away from these offers.

There is one disclaimer here. While consecutively the media shop at Conservation International, I acknowledged a call from the producers of "The Winners Circle. " Like many pay for play outfits, they were aggressive. They sought the sale - and I got the sense that they couldn't care less whether or not the area of interest of the piece was in fact a "winner. "

I went to the producer's website to see if it programmed criteria for what they well thought-out a winner. It planned embarrassingly softball criteria, such as, "What can listeners learn from your content customers?" I assume their real characterization of a "winner" is anybody with $29,000 to burn.


Last month, we asked our newsletter subscribers to tell us about their experiences with pay for play outfits. Here's what you had to say:

Doralisa writes, "We have been approached quite a few times by just the same type of pay for play business you described in your newsletter. I've had be subjected to with those companies at prior jobs, so I knew from the get-go what was advent after the first fancy sales pitch. Above and beyond the apparent reasons for rejecting them (no assurance of what markets and time slots it would air, and you'd end up with an advertisement of doubtful credibility), the completed cost-per-minute was more than twice what it would cost for me to make the same video in-house, and at the end of the day, we still would not have the constitutional rights to the raw footage. If it sounds too good to be true ?. "

Laura writes, "I think we got the same pitch as you did. As a non-profit with plainly zero assets caring exclusively to advertise journalism, the idea "sounded" wonderful. But more nosy made me nervous; they didn't certainly know our company name, nor what our drive was, nor what their story was - they predictable us to bestow the hook and the main storyline! It was these tribulations that made me appreciate what the true motivations were. I mean, no true journalist doesn't know their own story. "

Perhaps there are a few good pay for play operators out there. But examination these groups from both up close and afar has made me wary. My encounter has educated me that companies and organizations can just about at all times invest their $29,000 more effectively. My guidance is this - when you get the pitch, take a walk.

Brad Phillips is the come to grief and leader of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations branch for the be with chief environmental group in the world.

For more in a row and to sign up for free monthly media relations and media education e-tips, visit http://www. PhillipsMediaRelations. com


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