As a Blogger, I see Microsoft’s gifting (via Edelman PR) of their Acer Ferrari laptop complete with Windows Vista to select Bloggers just another day in the world of “Review me” and word of mouth advertising in the blogosphere. Many don’t feel the same way, stating that it is outright bribery. The laptops received came during the height of the Holiday season and many Bloggers feel that these “gifts” are unethical. As I’m sure you know from my previous posts on this topic, I completely disagree. I'm so tired of self serving "reactive for ratings" Bloggers who don’t understand how product reviews work or think they have a right to scold companies or publicists for reaching out to hard working & respected Bloggers for reviews.
As, LongZheng, one of the Blogger’s on the receiving end noted, “Windows Vista is launching in 30 days.” My question is, why wouldn’t Microsoft want to create a buzz about a brand new product and operating system soon to launch among tech Bloggers? I understand why Microsoft did it, as I received Max Factor’s Volume Couture Mascara in the beginning of December. It is a product that would only become available this month. My job was to test it out and write a review. Obviously the company that sent it was hoping for a good review and to help generate the buzz about it prior to launch. The difference in the price tag of a bottle of mascara and a laptop is quite large, but it still doesn’t take away from the fact that companies want to find new ways of creating product buzz prior to and after a product is out on the market. By sending the laptop to only a select few Bloggers, generates even more buzz and you get the various views on how the system works from real people, not advertisers, using the product. Is it because this product to review had a high-end price tag? If Microsoft sent a $20 product, would those tech Bloggers still feel it was a case of bribery?
The Blogger’s were also told they could disclose that they were given the laptop, but they were not required to. They were told they didn’t have to blog about their experience using the laptop, but that the firm hoped they would. If I received the laptop, I would still feel the pressure to review it regardless if the firm sending it said it wasn’t necessary. Common sense says that they are sending it because they want it reviewed, not simply because they are being kind. However, it still wouldn’t impede on my honest review of the product. I understand the "pressure" or the feeling that you owe them something good (review). Drop the pressure and remember what journalists are supposed to do... report the truth as they experience it. You really just owe your readers the truth.
Bloggers: Be professional and human, don’t crucify a company for deeming you worthy of free products to review and own! You might want to mention professional reviews of technology are "loaned" products like MP3 players, TV's and electronics. They don’t get to keep them... they essentially are "on a tour" following the tech press circuit, like a rock-star. Honestly, if you’re a Blogger and you get to keep a product like that, the human thing to do is say thank you.
Companies: See my post on pimping products to Bloggers, as sometimes a company needs to learn how to approach a Blogger for the best results.
What do you think? If you receive free products from a company, do you feel the pressure to write a good review? Does it matter the price tag associated with the free product? Lend your thoughts in the comments.
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UPDATE: Journalist writer and blogger Ed Bott thinks the whole moral debate is unnecessary. “Everyone in the community wins when that person gets the chance to play with new technology.” He got a Ferrari 5000, and might auction it off for charity.
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UPDATE: Slashdot has labelled this a “bribe.” However unlike what they have claimed, these were not gifts. As it may happen to coincide with Christmas, it is important to note Windows Vista is launching in 30 days. It is nothing more than just good timing and coincidence.
I, however, wrote these as “Christmas presents,” only because it happens to coincide with Christmas. Officially, these were review PCs with the the options at upon completion of review to either send back to Microsoft, give away or keep indefinitely. This choice is solely at the discretion of bloggers.
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