This week I was contacted by a blogging friend who asked for some advice where a gifted item was concerned. She had been offered some freebies in exchange for this, and this, and this, and this, and this...
In fact the list was so long, I couldn't quite believe what I was reading. The PR had made it clear it was an unpaid project, yet the list of deliverables was as long as my arm. My friend (whose name I won't disclose in this instance) sent their email to me and asked:
"NO MONEY, 5 free XXXX that I probably don't want, and an unbelievable amount of "do this, and do that" as well as sending my blog post into them for approval! My gut reaction is that I haven’t been made to jump through hoops like this for paid posts let alone freebies. I just wonder what your thoughts are."
It made me cross because this is a classic example of a PR* asking for something for pretty much nothing. No, make that EVERYTHING for almost nothing.
What many non-bloggers (including PRs and brands) don't realise is just how much time and effort goes into writing a blog post. It doesn't take an hour or so. Good bloggers that take pride in their subject matter, photography and writing will take hours and hours to produce a blog post, and that doesn't include the time spent promoting it on social media. Depending on the subject matter, a blog post can be up to a day's work - I don't mean an average 9-5 kind of day, I mean the WHOLE day, all through the evening until bedtime. It might be double if a photo shoot takes you out and about for the day.
My blogger friend was asked (told) to do the following:
- Write a blog post that includes everything outlined in the blogger brief
- Include the requested hashtags and handles, as well as ensuring that XXXX is spelt a specific way for branding purposes
- Not obligatory but they'd be "grateful" if she could include an Instagram post
- Do not mention it being a collaborated or sponsored post as it was unpaid and do not use #ad or #spon
- Ensure the content goes live between Monday 24th - Friday 28th July
- Send a copy of the content for pre-approval 48 hours ahead of going live
- Sign a contract agreeing to do all this
Apart from the time that I was contacted by a Chinese jewellery company who wanted me to produce two videos, a blog post with minimum six quality photos plus posts on Instagram, Facebook and Twitter in exchange for a $20 bracelet (I kid you not), this is probably the most ludicrous list of demands I have ever seen in exchange for NO MONEY.
As you can probably imagine I told her to politely tell them to get stuffed.
*When I say "the PR" I mean brands/PR companies/blogger outreach programmes, etc. as a whole, not necessarily the actual person who contacts bloggers. The actual contact is often not the person who decides what they want to offer bloggers - the contact is either working with a non-existent blogger outreach budget, simply following instructions or are sometimes interns and very inexperienced.
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IF A PR OR BRAND APPROACHES YOU AND OFFERS A FREE GIFT, THEY SHOULD NOT MAKE ANY DEMANDS UNLESS THEY ARE PREPARED TO PAY A FEE. AS SOON AS DEMANDS ARE MADE IT BECOMES SPONSORED CONTENT, AND SPONSORED CONTENT SHOULD BE PAID FOR.
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My simple formula for gifted items
After six years of blogging and much trial and error and questions posed to other professional bloggers and key industry influencers about this, I have come up with a very simple formula when it comes to dealing with freebies:
If a PR or brand approaches you and offers a free gift, they should not make any demands unless they are prepared to pay a fee. As soon as demands are made it becomes sponsored content, and sponsored content should be paid for. Otherwise what you do with the gift is entirely up to you.
After all, it was
their choice to offer it to
you - you're under no obligation to do anything at all.
I'm not saying that every blogger should be charging fees. I know that many are happy to stay as hobby bloggers, and I totally get that. But making a list of demands when you're not prepared to pay a blogger for the amount of free promotion you are going to get out of that blogger, as well as the work they will have to put into it, is totally unreasonable.
Therefore I've written this post to show all bloggers - both professional and hobby alike - that there is an easy way to know how to deal with offers of gifted items, and I've listed 7 things you should do when accepting them.
These are guidelines, not rules
Remember these are NOT rules, they are guidelines, and this is what I do because over the last six years of blogging I have found this works best. It's all through trial and error - I simply don't want you to make the same mistakes I made... I learnt the hard way!