B2B Public Relations, Advertising, and Editorial – the Great Divide
August 9th, 2007 posted by Dan BrennanMy background is in journalism. That’s where I started my career and where I developed my preference — strong preference — for maintaining separation between editorial content and advertising. I developed that position while working for small to mid-size daily and weekly newspapers.
In the newspaper world, it’s rare for advertising to openly pressure editorial for coverage, at least at the level I was at on the food chain. Oh it happens, I’m sure, but in my experience it is rare.
In the B2B world, the great divide is, um, not so great. And, increasingly, the editorial integrity of an outlet is called into question. I recently took part in an internal discussion about an email one of my PR colleagues received from a trade publication editor. In the email, the editor specifically stated that the case study under consideration would be looked upon more favorably if the client advertised in the magazine. He even provided the contact information for the ad sales rep. It wasn’t so much a hint as it was a calling out.
I’m hoping the editor actually read the case study, but I cannot be sure. I’m hoping he is aware that the company whose product is highlighted in the case study once advertised with his publication.
What the editor is not aware of, I’m sure, is that the paid advertising campaign brought few legitimate results. Even knowing that doesn’t detract from the value of the case study or the publication. Still, the editor needs to process a couple of key points: Does the article offer something new to his readers? Is the information of value?
If not, reject it. If yes, find a place for it. If you require advertising to place such articles, say so.
But don’t insult the intelligence of your readers by trying to walk the line. They know the difference.