Debate: Should PR pro’s exchange money for content?

Should PR agencies pay bloggers to write product reviews and do contest giveaways? This is a hot topic in the world of blogging and PR right now, and I keep seeing posts and tweets emerging about the issue of compensating bloggers to provide certain content.

Everyone has their own opinion on this matter, but as someone who has a keen interest in social media, works in PR, and reads a variety of blogs on a regular basis, I think that bloggers should blog about issues and products and events they LIKE and believe in, not just what PR people pitch to them.

The idea of paying bloggers or giving them free swag in the hopes they will write about your product has always been kind of shady, as it can diminish the blog and blogger’s credibility. For example, I would be quite disappointed if I knew that one of the fashion and beauty blogs I read featured “best beauty products” only because somebody paid them to do it. For me, it takes away the blog’s authenticity and credibility, as I read blogs because I like hearing people’s opinions on things. Take Janine Falcon’s Beauty Geeks blog, for example. When she features a new product and raves about it, I want to go out and buy it because she’s a credible source. If she raved about lame products all the time, simply because a PR person paid her to, it would take away that credibility.

My reasons why I don’t think all bloggers should necessarily be compensated:

1) We will do the work for you

A good PR agency will take care of all the legwork for you. Providing high res images, links, content, and handling shipping fees and packaging for product reviews and giveaways should be taken care of on the agency’s end, so the blogger won’t have to worry about handling the extra administrative time and cost. PR agencies are simply bringing certain products or events to the bloggers attention, and if the subject matter fits into the blog’s demographic, then great!

2) Add value to your blog

In PR school we were always taught to target the right audience and make sure to tailor your message accordingly. The same goes for pitching bloggers. If I am trying to get a blogger to host a giveaway for Pampers, I’m not going to contact every blogger I know who writes about fashion and lifestyle, because Pampers wouldn’t add value to that particular blog. Instead, I would approach mommy bloggers, and if it’s something that would add value to their blog and increase readership, then it’s a win-win. My friend works for a major film company and has told me stories about how some bloggers demand payment to do giveaways for free movies passes, in addition to the swag and passes they received themselves! I would never expect someone to feature a product they didn’t believe in, so often time I will send them a package to try out themselves, no strings attached.

3) Paying bloggers turns PR into advertising

If every blogger begins demanding payment for posting links, reviewing products, and holding contests, it weakens the popular word-of-mouth appeal bloggers had in the first place. Blogging has become so popular because consumers are interested in hearing second and third opinions, and exchanging information in an honest, candid manner. The transaction of exchanging money for content makes it more like advertising, in that we are paying for a direct message instead of passing along content and products and leaving it up to the blogger to put his or her own spin on it. Is it just me, or should people blog for the love of blogging, and not because they expect payment? I started my own blog as a way to improve my writing, enhance my online profile, and exchange ideas with people about hot topics, like this one. I’m not in this to get paid, I blog because I like doing it. Granted, my blog isn’t updated that regularly, but there are tons of bloggers I know who blog because they genuinely love blogging. If they get free products and swag because of it, then great. But they shouldn’t feel compelled to feature products or content that they wouldn’t stand behind. Otherwise, I think they’re selling themselves short.

One of my favourite disclaimers comes from the Canadian style blog The Style Spy.

They clearly state:

“We have a very strict editorial policy at The Style Spy, you can’t pay to be featured. What you see is simply what our editors and reporters love and have scoped out especially for you, the reader. It’s important for us to be authentic and real, we understand that you trust us on our picks – so we make sure, we only showcase the best of the best.”

I love that disclaimer. . Not all PR professionals send tons of irrelevant product pitches to bloggers and expect huge write ups and features for nothing. Rather, we seek out opportunities that will be mutually beneficial to both of us. I’ve met a lot of great mommy bloggers during my last few months at a PR agency, and I really value our working relationships.

I understand that some blogs are incredibly popular and get high traffic to their site, but I don’t think everything should boil down to a financial transaction. I’m sure that many people will disagree with me, but I thought I’d voice my two cents on the paid blogging issue. What are your thoughts on this issue?