PR Week this morning had a bit about the proposed “PR Blackout” that a group of “mommy bloggers” are pushing for—a week without any giveaways, promotions, reviews, etc. Getting “back to basics,” as they’re calling it.
(edited) The blackout comes on the heels of a recent FTC proposal to update its “Guides Concerning the Use of Endorsements and Testimonials in Advertising” so they are more relatable to the current digital age. According to this article in PR Week, the proposal includes requiring bloggers to disclose payments/compensation within posts and that marketers themselves would be “subject to liability for false or unsubstantiated statements made through the blogger’s endorsement.” In other words, if a blogger simply regurgitates a claim made by a marketer or advertiser, and the claim happens to be false or misleading, the marketer is at fault. While these suggestions may seem a bit extreme, they are still only guidelines, so there aren’t any civil penalties for not following the “rules” (the PR Week article compared it to speed limits).
Still, many marketers and PR practitioners are frustrated with the FTC’s proposal because the guidelines impose a bigger burden on companies, and some feel it’s an issue of free speech. What would happen to word-of-mouth marketing?
My thoughts? As both a blogger and a PR practitioner, I can see both sides of this. But I think more than anything it’s an issue of transparency. I’m not saying that all bloggers don’t inform their readers about endorsements, but if you’re among the groups of bloggers and marketers who feel threatened by this whole situation, perhaps you should step back and re-evaluate how honest you’re being with your publics. What are you trying to hide?
If a blogger wants to get “back to basics,” I don’t think a “PR Blackout” is the answer. Just don’t turn your blog into a commercial space! Write about products because you actually like them, not because you’re being paid to say something about them. Isn’t that the basis of word-of-mouth marketing in general? Both marketers and bloggers are at fault here—marketers are always going to try to push their product or company and some will do whatever it takes to get a mention. But as a blogger, it’s important to have a filter on what kind of information comes in and what you put back out there for your readers. I personally don’t even subscribe to blogs that are just pushing products, giveaways and promotions 24/7—it’s just not compelling. Even as a young PR professional, I already understand the importance of identifying specific targets for engagement and then going even further to personalize each communication. Marketers and PR practitioners who just develop a generalized pitch and “spray and pray,” if you will, are not going to succeed in the long-term, even if they get some bites up front. The Internet and social media make it easier than ever to expose flaws.
So my advice? Both marketers AND bloggers should do it “basic” from the beginning… be real, be honest, be transparent, and people will listen.
the little things 