Aug 25, 2008
Sending a gift to a member of the press for positive coverage has never crossed my mind. The ethics of gift giving seem quite clear: unbiased journalists would never accept a gift.
Yet, according to a PR "tip" I received today from an established beauty PR firm, perhaps I should be mailing truffles to Rhonda Rundle who covered RealSelf.com in last week's WSJ story about cellulite treatments.
The PR firm offered a PR Tip: The Importance of a Gift
Gifting, a common practice amongst fashion, beauty and lifestyle brands hoping to drive sales through key placements in widely-read media, is a very simple way of expressing sincerest gratitude. Editors don't have to include the products they do, especially if the brand doesn't advertise within the publication, so when they choose to feature something from your company, why not remind them how thankful you are?
There's never a need to go above and beyond your company's budget restraints. Simple flowers, a small box of truffles, perhaps even a gift certificate for a local movie theater will suffice. The point is to recognize and in a way, reward kindness of a member of the media
My knee jerk reaction is, this is appalling. I welcome differing opinions.
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8/25/08
I don't think a gift is appropriate; however, I would email the reporter with a heartfelt thank you and offer of more information if needed.
8/28/08
That sounds like a bribe to me (unless you're a truffle company and want them to review your truffles, but even that's a very thin line).
Unless a journalist really went beyond the call of duty (like extending a deadline to accommodate your schedule, or similar), I don't think a gift is appropriate. Otherwise, they're just doing their job.