Why giving a gift to a journalist is just that. A gift.
There has been a bit of a debate going on of late about the appropriateness of PRs sending gifts to journalists in order to get on their ‘good side’ or to convince them to run a story.
In my opinion there is nothing wrong with sending gifts to journalists as long as it is just that – a gift. As my fellow WordStormer Kimberly Lee responded in the Mumbrella debate, a genuine gift is one that is given without expectations of receiving anything back.
For example the editor of a certain business magazine had a birthday last week and we sent her a bunch of flowers. We did not do this to suck up, get noticed or as bribery to publish our clients’ stories. As we are business associates, we simply knew it was her birthday and wanted to recognise the occasion with flowers.
Obviously if you want a journalist to review or write about a product it makes sense to send them the product or offer the service so that they can sample it for themselves. I do not view this as sending gifts as bribery but rather letting them experience the product or service for themselves so that they have a sound base to write about it.
If you are going to send product of any kind to a journalist in my experience it is best to ‘dress it up’ in a creative concept so that it makes impact when it lands on their desk.
For instance when I was working as a researcher at A Current Affair we received a press release about an online supermarket in a miniature shopping trolley. It was cute and quirky and this little trolley really got our attention – or mine anyway! Needless to say the online business enjoyed a good five minutes of prime time airtime and reaped the reward for months to follow.
In summary I think that everyone including journalists loves receiving presents. If you’d like to touch another human being with a kind gesture then send away, otherwise save your money and just pitch a relevant angle to the correct person within the publication or production and enjoy a great result.
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Without commenting on the legitimacy of gift giving it is interesting that in the public sector of Australia any gift that is received must be declared and noting beyond a token gift can be accepted without threats of ICAC investigations. The law in this instance clearly sees a connection between gifts and expectations of reciprocal behaviour.
I used to work for a retail magazine and received gifts all the time and ended up giving most of it away.
I would prefer to hear about a great business or an interesting person because that’s what will make the story engaging; the reader doesn’t know about or benefit from the gift, and the reader is the person the journo ultimately serves.
By all means send the gifts – it’s a gimmick that allows me to remember you and what you’re pitching – but if you expect me to accept it in exchange for a story, you can have it back; I’m perfectly capable of earning and spending my own money.
You’re better off spending money on buying ad space in the magazine and saying it yourself.
I don’t believe any of you!
when someone gives you a gift, there is an innate psychological urge to reciprocate.
that’s why you give gifts. HELLO!! you’re in business, you’re trying to achieve a desired outcome with your gift.
no such thing as a free lunch – but who cares – keep living in denial if you want to.
you’re not fooling anyone though
Thanks Monica! As I mentioned on mUmBRELLA – everyone loves to receive a gift. I love to give gifts where gifts are due – celebrations, special occasions and ‘I saw this and thought you’d like it’ gifts. Nowhere on the list does it include ‘Gift for coverage’ because this is a bribe. Illegal in many countries. Gifts should always be given with goodness and kindness and without any expectations or hidden agendas.
As an editor of a certain business magazine, who happened to have a birthday last week too, I’d just add that I’ve never given anyone editorial coverage as a result of receiving a gift from a PR. I do think, as Monica says, that there’s nothing wrong with gift-giving if there’s no expectation on the part of the giver. It’s also important that journalists don’t feel obliged to give coverage to those less professional PR companies who might push them for coverage after giving a gift.