I've had this blog for almost five years. In that time, most of the experience has been pleasant.
Recently however I have noticed a disturbing trend and I will mention specifically the industry creating this trend - public relations.
As we all know PR people have the mission to take instructions from clients and make an impact or lack of impact in whatever way the client wants. This may involve a simple campaign to promote the client through the MSM. It may involve a more complex campaign in discrediting a competitor or opponent for the client's advantage.
A common tactic is for PR people try to get the MSM to run their story spun the way they want. With the diminished capacity of MSM outlets to get stories out there due to financial cut-backs, many then have turned their sights to blogs to get their story across. I think the MSM has also wised up to being played by PR companies.
MSM has some general rules about dealing with lobbyists and PR "professionals". It's a difficult relationship of the MSM knowing they are being played, the PR people knowing that one wrong move and the MSM will turn feral against them. MSM cannot take payment for running such stories, however ethically they shouldn't be writing puff pieces for managed media either.
There are no such rules with bloggers. Given many bloggers are either civil servants in disguise, mentally unwell, unemployed or otherwise underemployed, their time and intellectual property isn't valuable as they have all day to waste dealing with these requests in effect working for corporates for free.
I don't.
In the past six months I can count twelve individual approaches from five different PR firms for me to run stories that the MSM won't touch. Some other bloggers have lightly picked up their stories and a few have then captured MSM attention.
In order to run these stories properly and to a standard that readers of this blog require, there is usually around 5 or 6 hours of reading and research required. Particularly if it is about a topic you either aren't that interested in, or have no background in. Then an hour going back and forward for the post, then hours of monitoring comments and replying perhaps with more follow-up comments. A couple were about issues that I didn't actually agree with, so could be tossed away right away. Those issues were ones promoting corporate troughing, advocating more guarantees for finance companies and (can you believe it...) "Responsible" drinking. Martyn "Bomber" Bradbury learned the hard way about being played by PR and big business with his fronting of Matthew Hooton's campaign for a bitter, failed blood testing company. One must choose their topics with care to have them mesh with your own "brand" as a blogger.
In terms of billable hours, you could be looking at 10, maybe 20 hours spent working the campaign on your blog to where it is at a level where MSM can cut, paste or take your research and give it wider coverage.
I know many people in PR who are fine practitioners so I don't wish to stain the lot. All are without exception, older folk, many have been in the business longer than I've been born. I doubt any of their generation were behind this sort of dealings because they come with contacts and networks where they can call a journo and the journo listens. Perhaps today's journos don't obey the same rules? Or more than likely today's young PR practitioners are such snot grovelling little chardonnay sipping faux fuckwits that the journos know when they are lying - their lips move.
And of those PR firms that have sent stuff to me, often 100's of pages of uncollated papers, what is the average rate offered for such time? Zero.
That's right, these snivelling tight bastards have never offered a cent. If they were working free themselves for voluntary organisations that's a different matter but PR firms bill their clients at a rate that equates to a law firm. Most of the more wily PR practitioners of old are barely BA graduates and the younger ones with even Law degrees are so green that you could drop a cowpat on them and it would dissolve. That is, they have the technical business knowledge of a handicapped stick insect. Most seem to be employed these days because, while looking good making tea and coffee, they weren't smart enough to get picked up by a law firm or want more money than parliamentary services offers. For some strange reason, PR pays graduates about the same as most law firms.
Out of interest, I picked request number 11 and asked for a payment of $3,500 for the estimated 10 hours of research and writing, plenty of it specifically legal, that will go into my work. The end result I know will be better than what any other NZ blogger will produce, because it is in an area which I work and am specifically trained for. I cut/paste the response:
"I am sorry Kate but we do not pay for such work. Publishers do not charge when we successfully place a story with them for our clients and given a blog circulation against a newspaper, we cannot justify within our budget paying bloggers for posts. We thought you would choose to run the story as it fits in with the theme of your blog and will give you content".
I googled the halfwit I was dealing with and realised they were a new graduate. Which is a shame as if I out their little dumb arse on the blog, everyone will put it down to inexperience and abject stupidity and I will look like I am picking on a teenager.
Hello? Notice the attempt in their response at spin that I should be the one happy to have the content! I can get content everywhere. The only reason they are coming to me is to run the story first so the MSM may then take it up once I've moulded it into a saleable, explainable story. I imagine the MSM have blown large chunks of goats in their face thus far as it involves about 10 hours of technical (often) legal reading research and (if managed incorrectly) potentially defaming a public character who is one of those that Tim Murphy and APN has on their list of people to double and triple check and then not to write about, because he's loaded and potentially litigious.
In other words, yes, their campaign has absolutely no chance of gaining wide-spread coverage as it's as popular as pork in a mosque, so they have to turn to the internet.
Their client is a multi-million dollar company bidding for an opportunity I consider worth around $20m for them and I imagine the PR retainer for doing absolutely nothing would be in the vicinity of $3k+ a month. Then they bill an hourly rate when they are campaigning, which they are doing now.
I've nothing against free enterprise and entrepreneurship but I have never and never will work for a corporate for free.
I laugh at bloggers being used for free the same way.
Charge for your time doing their job, or tell the cheeky parasites to fuck off.