It’s a written rule and code of ethics in journalism that you can’t accept gifts in exchange for stories, but that doesn’t stop publicists from trying to secure media coverage through freebies.
When I was with NBC and CBS in New York, I was always invited to “free” press screenings for shows and concerts. Restaurants, lounges and bars also sent me private VIP invitations to their openings. Even our Special Projects unit received unsolicited gifts from publicists to try out their products.
But is this an effective approach?
Here’s the inside media scoop on gift giving to journalists.
Every newsroom has a table full of toys, makeup, books and other products that are sent to reporters and producers.
I am of the belief that it’s a waste of money to send free samples to reporters because it will inevitably end up in the hands of a person who has no influence on whether that story will run.
As an Executive Producer with WNBC – overseeing the consumer and medical units – I can’t even recall the number of times I went to my work mailbox and saw a package or box with my name on it. Most of the times, I had no use for the make-up or toy or other product that was shipped to me.
But this doesn’t mean you should completely ignore a version of this strategy. You can still offer up a sample for the news organization to try, but be selective with it and most important – make sure you offer it to the right news contact.
And most important, don’t ever project that you are expecting something in return because that is the quickest way to get your story killed.
Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and Special Projects Producer with NBC. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR.