PR Teams – Be On Alert
Late last year, the Federal Trade Commission issued guidelines for native advertising, a topic of much discussion in 2016. These guidelines have implications for public relations professionals to consider. A look at current and past practices, such as product and company publicity, makes this evident.
Product publicists have loaned merchandise to editors for photo shoots in exchange for brand name mentions in editorial features, for example. As this practice has evolved throughout the years, merchandise might become unreported gifts. Some merchandise cannot be returned, such as windows and doors for a home being built at the direction of editors for a feature story.