#51
Posted: 9/4/04 at 5:01pm
This is a very interesting topic. I’d like to lend my perspective as the owner of a pr and marketing firm. First let me say that I do not have clients in the entertainment industry. I have not wanted to contaminate my passion for theater and the arts by turning it into work. However, if I did represent anyone connected with Broadway, I would consider it a conflict of interest to post on this board. While my professionalism would prevent me from touting a client or bashing a competitor in a public forum like this, I still would not want to express my personal opinions here. I believe that even the appearance of unethical behavior must be avoided.
Those of us in the public relations field should aspire to the same high standards to which journalists are supposed to be held. Unfortunately, because even the news now depends on ratings and is sometimes indistinguishable from entertainment, we have begun to justify any means of promoting a product as long as it’s good for business. That includes paid “shilling” on message boards like this one. I believe this practice to be unethical. Testimonials should come from satisfied customers, not copywriters. And they should never be solicited in exchange for financial compensation. Furthermore, placing paid raves on public message boards is a deception. People should know when they are reading advertising copy.
The practice of shilling on message boards has become standard practice for some agencies precisely because the Internet does influence public opinion. Certainly our political candidates have discovered its potential. Howard Dean and now John Kerry have amassed millions of dollars in campaign contributions as a result of grassroots Internet marketing. At first glance we may not think that boards like BWW.com can affect box office or increase celebrity status. But they do. One of the reasons that bad reviews don’t kill shows instantly anymore is that people are turning to the Internet for alternative opinions. Even the New York Times solicits reader reviews online and tracks the helpfulness of those submissions to their subscribers. The Internet is the new telephone. It is revolutionizing the concept of word-of-mouth.
I certainly don’t mean to discourage avid fans from praising their favorite performers. There is absolutely nothing wrong in touting a show you love or in trying to persuade message board readers to go see it. In fact, as theater lovers, I think we should be trying to help Broadway survive and thrive by encouraging others to catch the fever.
What I don’t condone are the paid hacks who spew hyperbole about a show or performer they have never even seen. That’s call lying, no matter how you “spin” it.
lc
Those of us in the public relations field should aspire to the same high standards to which journalists are supposed to be held. Unfortunately, because even the news now depends on ratings and is sometimes indistinguishable from entertainment, we have begun to justify any means of promoting a product as long as it’s good for business. That includes paid “shilling” on message boards like this one. I believe this practice to be unethical. Testimonials should come from satisfied customers, not copywriters. And they should never be solicited in exchange for financial compensation. Furthermore, placing paid raves on public message boards is a deception. People should know when they are reading advertising copy.
The practice of shilling on message boards has become standard practice for some agencies precisely because the Internet does influence public opinion. Certainly our political candidates have discovered its potential. Howard Dean and now John Kerry have amassed millions of dollars in campaign contributions as a result of grassroots Internet marketing. At first glance we may not think that boards like BWW.com can affect box office or increase celebrity status. But they do. One of the reasons that bad reviews don’t kill shows instantly anymore is that people are turning to the Internet for alternative opinions. Even the New York Times solicits reader reviews online and tracks the helpfulness of those submissions to their subscribers. The Internet is the new telephone. It is revolutionizing the concept of word-of-mouth.
I certainly don’t mean to discourage avid fans from praising their favorite performers. There is absolutely nothing wrong in touting a show you love or in trying to persuade message board readers to go see it. In fact, as theater lovers, I think we should be trying to help Broadway survive and thrive by encouraging others to catch the fever.
What I don’t condone are the paid hacks who spew hyperbole about a show or performer they have never even seen. That’s call lying, no matter how you “spin” it.
lc
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