I was recently speaking with a client who had a terrible idea. I had to break the news and that is always hard. So, what was the idea? Sending gift bags to the local media. Not only is this a huge waste of money and time, it violates many ethical boundaries on the journalist’s end and the publicist’s end. The intention was never to bribe the media with the gift bags, just get their attention. So, when does a gift turn into a bribe and a bad PR move? Well, anything over $25 dollars defines the line.
Yes, professionally, the IRS allows “gifts” to be under $25 if directly related to your specific industry. You can buy gifts for clients if the presents are under twenty-five dollars. The PRSA seems to agree with the IRS. So, gift cards for coffee or lunch are ok, but expensive gift bags aren’t. Let’s say a journalist accepts the gift bag. Let’s say the journalist honestly likes your story- and covers it. Let’s say that a competitor finds this out. He or she can single handily ruin the reporter’s career, the media outlet’s brand and your reputation as a publicist. Now, was that media get worth it? Of course not!
So, on a Tuesday, ask yourself what your worst PR move has been and hopefully it doesn’t include well-intended bribes. If so, don’t make this mistake again. Get your media obtained by actually earning it, not buying it.
Until tomorrow,
Velma Trayham
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