Are freebies out of control?

Spread the word and you might stay free

Freebies, swag, discounts, promos or comps, no matter what you call it, free stuff is a fact of life in the world of PR. But recently I’ve started to wonder if it’s all gotten a bit out of control. And I’ve even started to feel sorry for  hotel PR reps.

It all began when I read the Smart Cookie column in the May 24 issue of the Globe and Mail. Angela Self recommends in Travel Deals: ask and you shall receive that readers looking to save money on their next vacation should “Contact the PR representative listed on the location’s tourism site…This person is usually listed under the About Us or Media tab.” She goes on to say that “If you have a Facebook or Twitter account or even a blog, then you’re part of the social media …The chance you’ll post a positive review to your network is incentive for the PR people to make you happy on your vacation.”

Really?

I wondered as I read the list of VIP experiences, upgrades and deals–all free for the taking. I was tempted to ask about U.S. Federal Trade Commission disclosure rules governing endorsements, testimonials, advertisements, and bloggers. See the lively discussion on Edward Hasbrouk’s blog The Practical Nomad on how disclosure rules on ‘material connections’ or free products can apply to those living outside the U.S.

Then, I got followed on Twitter by Project Priceless, a blog with the stated goal “to get Brian and Jordan married in the next year, as free-of-charge as possible. The method: the happy couple will borrow, trade, and accept donations of elements (stuff, services, etc) for the wedding. Everyone who contributes to the occasion gets a shout-out, and any businesses or artisans who contribute get big shout-outs.”  They promise to share their positive sponsorship experiences with the media, when possible. I suppose that’s why they followed me. 

I was a bit puzzled. With only 200 Twitter followers, exactly how much buzz could they be generating?

I checked in with a few PR people I know to find out what sort of criteria they use when screening requests for promotional or media rates. When it came to print, it was easy. Circulation and readership figures, advertising rates, niche, demographics, national or regional coverage and more. Online and social media was less clear. Alexa or Google Rank? Sometimes. Number of followers or subscribers? Yes, but no-one could pinpoint a minimum number. Klout Score? Few had heard of it.

If all this is true, then PR reps should be prepared for a deluge of requests from those willing to “spread the word.” As for me? I didn’t have time to email anyone about disclosure rules. I was too busy chasing down my own request for a freebie. And building a blog for my kids.