If you thought the US media's credibility has been on the decline, you would have had a good reason to believe that. But wait, here's more food for your thought – almost 50 per cent of senior marketing executives have reported paying for an editorial or broadcast placement – and almost half of those who haven't said they would.
The fourth annual PRWeek/Manning Selvage & Lee (MS&L) Marketing Management Survey, which polled 266 US chief marketing officers, marketing VPs and marketing directors, focused on integrated marketing, the rise of new media and industry ethics.
The 2006 PRWeek/MS&L Marketing Management survey was conducted by PRWeek and Millward Brown. Survey results were collected between April 7-23, 2006. Results were not weighted. Based on the sample size, the results were statistically tested at a confidence level of 90 per cent. MS&L is the winner of the 2006 PRWeek PR Innovation of the Year and Best Use of the Internet awards.
According to the survey, 24 per cent of senior marketing executives said their companies had paid for an editorial placement; nine per cent said their companies had paid for a broadcast placement; and nearly 16 per cent (15.8 per cent) reported their companies had paid for both. Moreover, nearly half (45.6 per cent) of all respondents who indicated their companies had never paid for a placement said they would consider it in the future.
"The question of editorial credibility is as critical for the future of the PR profession as it is for consumers and the media," said Mark Hass, chief executive officer of MS&L. "If people with big marketing budgets think they can buy a story, it rubs against the very premise of earned media – the notion that there is an objective brain filtering the information. The bottomline is that no reputable marketer should pay for a news placement. It must be earned."
The importance of maintaining a clear distinction between paid and unpaid media coverage has gotten considerable attention. Last year in Washington, Armstrong Williams, the conservative commentator and columnist, was heavily criticised for using his television show to promote the Education Department's "No Child Left Behind" Act, without disclosing he was being paid to do so. The US government has also been under fire for its deceptive use of video news releases. Most recently, it was accused of conducting broad-scale payoffs to Iraqi media for favourable US coverage.
When the survey respondents were asked why they would not consider paying for editorial or broadcast placements, 43 per cent said they do not feel it is ethically right; 32.4 per cent said they are not convinced of the efficacy of editorial or broadcast placements; 25.7 per cent reported that their companies don't do editorial or broadcast placements (paid or unpaid); and 21.6 per cent said they prefer advertising and editorial content to be distinct.
The results of this survey, an MS&L release said, are consistent with the findings from a study done in October 2005 by MS&L's sister media firm, Starcom MediaVest, which found that 65 per cent of consumers thought editorial mentions of a product had been paid for.
"These results indicate it is critical for PR professionals and corporate communications staff to educate their counterparts in marketing, advertising and media planning about the destructiveness of paid news placements to the integrity of the marketing mix," said Hass. "If 65 per cent of consumers assume that the products, companies or services they read about are there because someone paid for them – and half of marketers have actually paid for media coverage – the press, PR industry and news consumers are all in trouble."
Rich Honack, the assistant dean and chief marketing officer of the Kellogg School of Management at Northwestern University and an MS&L client, echoed these dangers, adding that even the disclosure rules for product placement in the entertainment world need to be more clear. "I'm seeing more product placement in movies, TV and video games," he says. "Now, the question comes: Do I need to tell the consumer that the reason the person is drinking product X in a movie is paid advertising? I personally would like to see something in the credits that said, 'This movie was sponsored by…' because, from teaching my classes, many people don't realize the amount of product placement that's going on in media."
