Archive for the ‘blogging’ Category

13
Oct

Transparency and the FTC

   Posted by: Michael Carney Tags: , ,

Last week the Federal Trade Commission threw the blogosphere into a tailspin when it announced its Final Guides Governing Endorsements, Testimonials. The issue that caused the heartache? The new requirement that bloggers (and other marketers) be upfront and honest about endorsements and testimonials, and note when flogging has been paid for by the producers of any product or service being endorsed.

This US move follows on from similar legislation being enacted across Europe and elsewhere. In the UK, it’s been an offence since May 2008 to use “editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer”.

Now the principle of transparency has stretched across the Atlantic (although, as noted by the FTC, said principle was already in practice, just not always necessarily observed, especially in the “new” media). The FTC notes that its revised Guides:

add new examples to illustrate the long standing principle that “material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other “word-of-mouth” marketers. The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service. Likewise, if a company refers in an advertisement to the findings of a research organization that conducted research sponsored by the company, the advertisement must disclose the connection between the advertiser and the research organization. And a paid endorsement – like any other advertisement – is deceptive if it makes false or misleading claims.

You’ll find the actual Guide here. you should download it and study it if you receive any payment (whether in cash or in kind) for waxing lyrical about sponsor products.

Section 255.5 is probably the most important section for bloggers, and notes:
When there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed. For example, when an endorser who appears in a television commercial is neither represented in the advertisement as an expert nor is known to a significant portion of the viewing public, then the advertiser should clearly and conspicuously disclose either the payment or promise of compensation prior to and in exchange for the endorsement or the fact that the endorser knew or had reason to know or to believe that if the endorsement favored the advertised product some benefit, such as an appearance on television, would be extended to the endorser.

Section 255.5 is probably the most important section for marketers, and notes:

When there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed. For example, when an endorser who appears in a television commercial is neither represented in the advertisement as an expert nor is known to a significant portion of the viewing public, then the advertiser should clearly and conspicuously disclose either the payment or promise of compensation prior to and in exchange for the endorsement or the fact that the endorser knew or had reason to know or to believe that if the endorsement favored the advertised product some benefit, such as an appearance on television, would be extended to the endorser.

It’s not much to ask — transparency and honesty. It’s been on the ‘Just Do It’ list at WOMMA forever.

Oh yeah — in the interests of full transparency, please note that the FTC is not paying us to mention this.

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10
May

Where Do Journalists Get Their Ideas?

   Posted by: Michael Carney

We used to think that they just made stuff up! Turns out we were wrong. A survey of U.S. journalists by Brodeur, a strategic communications group, suggests that blogs are not only having an impact on the speed and availability of news, but they can also be the source of the news as well. And that’s because more journalists than we previously suspected actually scan blogs on a regular basis – over three quarters of reporters turn to blogs for story ideas, news angles and insight into the tone of an issue.

According to the Brodeur survey:

  • Just under half of the reporters and editors surveyed found blogs helpful for getting information on breaking news
  • Nearly a third used blogs for identifying and validating news sources
  • A quarter found blogs useful for finding quotes and soundbites
  • And, incredibly, a quarter saw blogs as helpful for getting scoops or exclusive stories.

Hmm. Did Woodward and Bernstein actually get their Watergate tips through Mark Fell’s Deep Throat blog rather than clandestine meetings in parking garages? Who knew? The definition of investigative journalism just evolved.

Given the relentless deluge of blog postings, it’s no surprise that journalists need to check the blogosphere at least once a week. Indeed, 71 percent of all reporters check a blog list on a regular basis.

  • Over one in five (20.9%) reporters said they spend over an hour per day reading blogs
  • Nearly three in five (57.1%) reporters said they read blogs at least two to three times a week

Almost half (47.7%) say they regularly check five or fewer blogs; but about one-quarter (23.3%) say their regular blog list numbers six or more. And a to-be-pitied 4% check more than 20 blogs regularly.

Journalists are becoming increasingly active participants in the blogosphere. One in four reporters (27.7%) have their own blogs and nearly one in five (16.3%) have their own social networking page. About half of reporters (47.5%) say they are “lurkers” – reading blogs but rarely commenting.

Overall, the conclusion was that blogs have substantially changed the news business. A majority of journalists thought blogs are having a significant impact on news reporting in all areas tested (although when it came to news quality only 43% felt the impact was significant).

These findings do run contrary to current beliefs, which suggest that mainstream media (MSM) find and report the news, while the blogosphere simply comments on news broken elsewhere. On the other hand, it’s not really surprising that a swarming mass of citizen journalists can unearth tidbits that time-pressed “real” journalists haven’t yet uncovered. So many leads, so little time.

The implications for marketers, PR folk and other communications professionals, however, are significant: bloggers are another way into the hearts, minds and columns of MSM journalists. If you can convince bloggers of the significance and merit of your cause, you might just rate a mention in their blogs. That in turn might bring you to the attention of those MSM journalists, leading to fame and fortune (or at least a fleeting appearance in the latest bunch of news clippings).

Of course, you still do need to have something worth blogging about. The release of your latest widget might bring tears to your own eyes, but don’t expect those burly bloggers to be so easily impressed.

Darn – just when we thought we’d found that shortcut to overnight success

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