Osteopaths try to buy journalists' attention with iTunes gift cards

| 3 Comments

Scott Hensley reports on another low point in health industry marketing efforts.

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3 Comments

I'm confused. What's so wrong with this effort to stand out amidst the noise assailing journalists on a daily basis? You're not implying that $10 could influence coverage or that anyone thinks it would?

Steve,

To help with your confusion, let me refer you to the Society of Professional Journalists code of ethics, which states:

Journalists should:
—Avoid conflicts of interest, real or perceived.
— Remain free of associations and activities that may compromise integrity or damage credibility.
— Refuse gifts, favors, fees, free travel and special treatment, and shun secondary employment, political involvement, public office and service in community organizations if they compromise journalistic integrity.
— Deny favored treatment to advertisers and special interests and resist their pressure to influence news coverage.
— Be wary of sources offering information for favors or money; avoid bidding for news.

I can't expect that all citizens would be familiar with a journalism code of ethics, but I would expect that PR people who deal with journalists would have some familiarity - and would know that with such an offer they're pushing journalists to violate their principles.

Are you suggesting that there is NO problem with a physicians' group trying to influence journalists' attention with gifts?

Even the drug industry is cracking down on gifts to physicians of pens and coffee cups and stuff that costs less than $10. So anyone in medicine must be aware of the current concerns on the gift-giving, influence-peddling landscape.

But if you’re still confused and still don’t see a problem with a physicians’ group trying to buy journalists’ attention, more power to you.

I'm sure you'll enjoy all the information that the osteopaths or any other pay-for-play messengers have for you.


This is odd, how do they think they can influence people with iTunes? Makes no sense.

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This page contains a single entry by Gary Schwitzer published on November 13, 2009 1:03 PM.

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