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{"id":14412,"date":"2021-07-07T07:00:15","date_gmt":"2021-07-07T12:00:15","guid":{"rendered":"https:\/\/buildbookbuzz.com\/?p=14412"},"modified":"2023-12-07T21:34:37","modified_gmt":"2023-12-07T21:34:37","slug":"book-marketing-and-integrity","status":"publish","type":"post","link":"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/","title":{"rendered":"Book marketing and integrity: Where do you stand?"},"content":{"rendered":"

Last week, an author asked me about a publicity service that promised to \u201cget your own exclusive story published in FOX<\/em>, CBS<\/em> and NBC<\/em> in 24 hours or get a full refund.\u201d<\/p>\n

The service\u2019s website points out that you can then add \u201cas featured in FOX, CBS, NBC\u201d with the corresponding network logos to your website.<\/p>\n

Instant credibility, right?<\/p>\n

Or . . . is it?<\/p>\n

<\/iframe><\/p>\n<a href=\"https:\/\/giphy.com\/gifs\/Datelinenbc-nbc-dateline-GUUqB3smqNNUP5sA4V\">via GIPHY<\/a><\/p>\n<h2>What\u2019s the deal?<\/h2>\nThe young marketer offering this opportunity charges $97. That\u2019s not a lot of money to pay for this \u201cas seen on\u201d credential if this is something that is very important to you.<\/p>\nAnd I realize that for some, it\u2019s very, very important.<\/p>\nI had my suspicions about the offer, though.<\/p>\nSo did the author who contacted me.<\/p>\nThat\u2019s why I emailed the promoter. I didn\u2019t doubt his claim and guarantee. I just didn\u2019t think it was legitimate, by-the-book publicity.<\/p>\n<h2>What\u2019s publicity?<\/h2>\nMore on what I learned in a minute. First, it helps to understand publicity, since this is presented as a \u201cPR package.\u201d<\/p>\nPublicity, a subset of public relations (PR), is news media exposure. The current buzz phrase for it is \u201c<a href=\"https:\/\/blog.hubspot.com\/marketing\/what-is-earned-media-faqs\" target=\"_blank\" rel=\"noopener\">earned media<\/a>.\u201d It\u2019s journalistic content that mentions you that you didn\u2019t pay for.<\/p>\nFor example, you might be interviewed for an article or a radio or TV segment, or you or your book are mentioned in a short news item in a newspaper or an online news outlet.<\/p>\n<iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/1msveLjrVHwr9rhOOI\" width=\"480\" height=\"267\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<a href=\"https:\/\/giphy.com\/gifs\/snl-saturday-night-live-season-44-1msveLjrVHwr9rhOOI\">via GIPHY<\/a><\/p>\nHave you ever sent a <a href=\"https:\/\/buildbookbuzz.com\/when-to-write-a-press-release\/\">press release<\/a> that got picked up by media outlets? That\u2019s publicity.<\/p>\nWith publicity, you can\u2019t control what gets used or when, but because there\u2019s an implied editorial endorsement when you\u2019re interviewed, quoted, or mentioned, it\u2019s at least 10 times more credible than advertising. In other words, consumers are more impressed by publicity than by advertising.<\/p>\n<h2>[novashare_tweet tweet=”Consumers are more impressed by publicity than by advertising.” hide_hashtags=”true”]What\u2019s advertising?<\/h2>\nUnlike earned media, advertising is <a href=\"https:\/\/www.toolbox.com\/marketing\/programmatic-advertising\/articles\/what-is-paid-media\/\">paid media<\/a>. Because you pay for space or air time, you control what\u2019s in the ad and when it appears.<\/p>\nMost of us can recognize an ad when we see one, whether it\u2019s while watching TV or skimming an online news site. Sometimes, advertisers blur the line between advertising and publicity by paying for content that reads like a news article. That\u2019s known as \u201c<a href=\"https:\/\/www.outbrain.com\/native-advertising\/\" target=\"_blank\" rel=\"noopener\">native advertising<\/a>.\u201d<\/p>\nWhen it\u2019s not obvious that it\u2019s an ad, as is usually the case with native advertising, the <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/native-advertising-guide-businesses\" target=\"_blank\" rel=\"noopener\">Federal Trade Commission<\/a> requires advertisers to disclose that it\u2019s sponsored, or paid for, content.<\/p>\nI\u2019ve written a fair amount of native advertising content for my local daily newspaper as freelance writer. In this <a href=\"https:\/\/www.democratandchronicle.com\/story\/sponsor-story\/clifton-springs-hearing-center\/2017\/02\/20\/clifton-springs-hearing-center\/98062964\/\" target=\"_blank\" rel=\"noopener\">article for a hearing center<\/a> that I wrote, you\u2019ll see a \u201cStory from . . . \u201c disclaimer at the top. At the end, there\u2019s notification that the newspaper\u2019s editorial staff didn\u2019t contribute to the article.<\/p>\nThis is transparency.<\/p>\n<h2>What does it have to do with this \u201cas seen on\u201d offer?<\/h2>\nSo here\u2019s the deal. The conventional use of \u201cas seen on\u201d or \u201cfeatured on\u201d with media logos refers to legitimate, bona fide publicity. It means that you were interviewed or mentioned by a journalist at that media outlet.<\/p>\nThat\u2019s not what this $97 \u201cPR package\u201d (his words, not mine) offer is about.<\/strong><\/p>\nYou\u2019re paying $97 for advertising<\/em><\/strong> on a local network affiliate\u2019s website.<\/p>\nAfter paying the fee, you complete a questionnaire. The marketer then pays a local TV station to place your Q&A (he calls it an article) on its website. It runs on the site with this disclaimer: Sponsored: Advertising Content.<\/strong><\/p>\n<h2>Let\u2019s talk book marketing and integrity<\/h2>\nPaying for this type of placement on a local TV station\u2019s website and claiming on your own website and marketing materials that you\u2019ve been \u201cfeatured on\u201d Fox<\/em>, CBS<\/em>, or NBC<\/em> or whatever<\/em> is the same thing as buying an ad in People<\/em> magazine and claiming you were featured in the pages of People<\/em>.<\/p>\nI mean, technically, it\u2019s accurate.<\/p>\nBut it\u2019s not what the average consumer thinks when they see \u201cas featured in\u201d \u2013 and for good reason. For most, it means that you are so good at what you do that a journalist chose to interview or feature you.<\/p>\n<a href=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/media-logos-5.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14420\" src=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/media-logos-5.png\" alt=\"book marketing and integrity 2\" width=\"640\" height=\"138\" \/><\/a><\/p>\nWhen we see those media logos on your site, we don\u2019t know that you\u2019ve paid a local TV station to run native advertising.<\/p>\nThink about it: What would you say if someone said to you, \u201cWow! Can I watch your appearance online?\u201d<\/p>\n(By the way, you can add \u201cas featured on\u201d with logos to your site legitimately. And in a few weeks, I\u2019ll tell you about a course I\u2019ve created that will teach you how.)<\/em><\/p>\n<h2>What do you think?<\/h2>\nDo you think translating paid space on a local TV station\u2019s website to \u201cas featured on\u201d with network logos is misleading?<\/p>\nDo you think it\u2019s ethical?<\/p>\nDo you think that authors and others who pay for this type of advertising have integrity?<\/p>\n<h2>The dude making the offer<\/h2>\nI\u2019m sure the young entrepreneur selling this service thinks it\u2019s all on the up-and-up. He graduated from college in 2019, and might simply be too young and inexperienced to grasp that he\u2019s basically helping people deceive their followers and connections.<\/p>\nI\u2019ll add that he did respond promptly when I emailed him to ask how he could guarantee network television exposure. Rather than ignore my polite message or reply with lots of doublespeak, he explained the Q&A process (which is clearly outlined on his website, too) and provided three links to examples.<\/p>\nHe\u2019s not lying to customers, and I give him credit for that. And if people are willing to pay him so they can deceive their fans, why should I care?<\/p>\n<h2>Who cares?<\/h2>\n<iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/FooCq874TGUfu\" width=\"480\" height=\"321\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<a href=\"https:\/\/giphy.com\/gifs\/transparent-FooCq874TGUfu\">via GIPHY<\/a><\/p>\nI don\u2019t care what his customers do.<\/p>\nBut they aren\u2019t people I would intentionally do business with.<\/p>\nWould you?<\/p>\nI\u2019m a big fan of transparency. And I don\u2019t like to be deceived. It makes me feel silly and foolish \u2013 and I do plenty of that on my own.<\/p>\n<figure id=\"attachment_14427\" aria-describedby=\"caption-attachment-14427\" style=\"width: 300px\" class=\"wp-caption alignright\"><a href=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/college-days.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-14427\" src=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/college-days-300x236.jpg\" alt=\"book marketing and integrity 3\" width=\"300\" height=\"236\" \/><\/a><figcaption id=\"caption-attachment-14427\" class=\"wp-caption-text\">College me, on the left<\/figcaption><\/figure>\nPlus, I couldn\u2019t get away with deceiving you. I learned that lesson in college, when I tried to break the dining hall\u2019s rules by smuggling a sandwich out in my purse.<\/p>\nBusted.<\/em><\/p>\nBut that\u2019s just me. What do you<\/em> think? Are you comfortable paying for a Q&A on a local TV station\u2019s website, then telling your readers you were featured on a major network?<\/p>\nWhere do you stand? Please tell us in a comment. I\u2019d like to learn from you.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<a href=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/book-marketing-and-integrity.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-14418\" src=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/book-marketing-and-integrity.png\" alt=\"integrity in book marketing\" width=\"620\" height=\"413\" \/><\/a><\/p>\nLast week, an author asked me about a publicity service that promised to \u201cget your own exclusive story published in FOX<\/em>, CBS<\/em> and NBC<\/em> in 24 hours or get a full refund.\u201d<\/p>\nThe service\u2019s website points out that you can then add \u201cas featured in FOX, CBS, NBC\u201d with the corresponding network logos to your website.<\/p>\nInstant credibility, right?<\/p>\nOr . . . is it?<\/p>\n","protected":false},"author":4,"featured_media":19528,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[20,157,11],"tags":[1384,163,1385,1386,40],"class_list":["post-14412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-stuff-that-annoys-me","category-tactics","tag-advertising","tag-book-publicity-2","tag-earned-media","tag-paid-media","tag-publicity"],"yoast_head":"\n<title>Book marketing and integrity: Where do you stand? - Build Book Buzz<\/title>\n<meta name=\"description\" content=\"Can you buy credibility? 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Where do you stand?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/\" \/>\n<meta property=\"og:site_name\" content=\"Build Book Buzz\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/buildbookbuzz\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-07T12:00:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-07T21:34:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/buildbookbuzz.com\/wp-content\/uploads\/2021\/07\/book-marketing-and-integrity.png\" \/>\n<meta name=\"author\" content=\"Sandra Beckwith\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sandrabeckwith\" \/>\n<meta name=\"twitter:site\" content=\"@sandrabeckwith\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sandra Beckwith\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/\"},\"author\":{\"name\":\"Sandra Beckwith\",\"@id\":\"https:\/\/sandra.oddjar.com\/#\/schema\/person\/53c9c171a6b15dc6f2562736f36a9dc6\"},\"headline\":\"Book marketing and integrity: Where do you stand?\",\"datePublished\":\"2021-07-07T12:00:15+00:00\",\"dateModified\":\"2023-12-07T21:34:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/\"},\"wordCount\":1144,\"commentCount\":40,\"publisher\":{\"@id\":\"https:\/\/sandra.oddjar.com\/#organization\"},\"keywords\":[\"advertising\",\"book publicity\",\"earned media\",\"paid media\",\"publicity\"],\"articleSection\":[\"News\",\"Stuff That Annoys Me\",\"Tactics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/\",\"url\":\"https:\/\/sandra.oddjar.com\/book-marketing-and-integrity\/\",\"name\":\"Book marketing and integrity: Where do you stand? - Build Book Buzz\",\"isPartOf\":{\"@id\":\"https:\/\/sandra.oddjar.com\/#website\"},\"datePublished\":\"2021-07-07T12:00:15+00:00\",\"dateModified\":\"2023-12-07T21:34:37+00:00\",\"description\":\"Can you buy credibility? 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