There’s a lot of good information out there for job hunters and people who want to advance in their careers. But there’s also a lot of crap.
I don’t mind either kind if it comes from an honest place. By honest I mean the career source providing the information is doing it because they want to inform you and not because a company pays them money to promote a certain product or service.
Recently, I’ve noticed a growing number of so-called career experts who are actually paid spokespeople. These experts are touting the companies that pay them in blogs, and as sources in news stories for major publications, but not readily disclosing who’s bankrolling them. I’m telling you this because it’s always a good idea to think about what might be motivating the advice you hear.
This isn’t just a career advice problem. Recently it came to light that the Corn Refiners Association was paying mommy bloggers to promote high fructose corn syrup. It’s unclear how many of those mommies disclosed this, but it sheds light on a growing problem with blogs out there.
Even the Federal Trade Commission was prompted to provide new guidelines for bloggers and endorsements because of the unsavory trend:
“…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.”
I have no problem if a source discloses their affiliations. That way a reader can figure out for themselves how seriously they want to take someone’s advice.
A particular situation I’ve seen first hand several times has to do with an online university and career experts, who I have chosen not to name here.
In an email from a public relations agency, I was offered an interview with these career experts, and a free video of the interview would be given to me for my blog. It sounded like an interesting offer, but I immediately wondered why they’d be so generous. In sample comments from the expert the PR firm sent me with the offer, there were recommendations to attend an online university in order to stick out in the job market:
“Once you’ve chosen your field of specialization, you can become an expert by getting a second or advanced degree. Schools like X University…”
X University, it turns out, is the school paying for the video. And, it turns out, paying the career expert.
The expert, the PR firm told me after I asked, is a consultant for the online university.
So, the video interview is essentially a commercial.
Look, we all have to pay our bills. I include ads on my site all the time. But the bottom line is we need more blog transparency so people aren’t duped into taking advice that may be tainted.
And all of you should scrutinize everything you read online, even this blog; and even be a bit dubious of the Twitter tweets and Facebook recommendations you read. You owe it to yourself.
October 13th, 2010 at 9:37 am
The same is true in print media, Eve. As one example, a “news item” (using the term loosely–typically a business or lifestlye item) will run in the primary paper in our area. That item goes on to describe how the suit is having a resurgence in the workplace. Anytime we see an economic downtown, we’re more likely to see such articles, and they cite how employers are moving back toward formal dress to stand out amongst their peers and to convey a more professional image. In reality, these items are crafted by a PR firm that is working for…[wait for it]…the biggest menswear retailer in the area (or a trade group representing menswear retailers).
Any time I see an item touting a specific trend, or the benefits of a specific course of action, I instantly assume it is a PR piece. I start looking to see what sources are cited. Unless the data comes from a trusted source (e.g., Gallup), if I can’t verify the information apart from the printed article, column, or blog, I assume it’s PR hype and dismiss the infromation.
October 13th, 2010 at 10:01 am
You are so right HikingStick. I’m the first to point the finger at we in the media. Everyone is scrambling to find trend stories in this fast-paced news cycle, and often the wackiest trends get the biggest number of clicks. “Clicks.” This concept, basically you and I clicking on a story, is killing us in the media. We used to write and report on stories that were important for the community, now we have to produce ones we hope the community will click on. I’m sure Walter Cronkite never thought about that.
And lots of journalists get “perks” from companies. I was recently offered a free one-year premium membership to social networking site and declined the offer. I plan to write about the company and felt it would be a conflict. Alas, the person who made the offer told me many other journalists from major media outlets had already taken her up on the freebie.
What’s interesting is someone I respect very much for their ethical behavior told me I was nuts for not accepting the offer. “Everyone else is doing it,” she said.
October 13th, 2010 at 7:52 pm
I’ve turned down several advertising offers from online degree programs because they didn’t want sponsorship disclosed. It definitely hurts to see that money go but I can feel better about myself and the reputation of my site.
October 13th, 2010 at 8:06 pm
Good for you Andrea. I’ve gotten some emails after this post from bloggers and writers about how important it is to be impartial when you offer advice. You are in good company.