Influx

The attempt by a PR agency in New Zealand to plant a “meme” is creating an interesting ethical debate.

The agency, hired to launch Stark, a new drink, coined a word “starkish” and gave it meaning (having good proportion and taste).

Here’s the problem, they offered an expenses paid trip to New York as a prize for anyone in the media who used the word in their stories

New Zealand’s reporters have got into the game, even filing TV news reports that use the word.

Not surprisingly, there’s now a blog dedicated to “starkish” sightings.

So, what’s gone wrong here?

PR agencies usually pitch stories to the media, but media exercises editorial control. The “starkish” approach circumvents the editorial process by providing a direct incentive for journalists.

While Influx is unsure if this practice is happening in mainstream US news media, it certainly appears to be infiltrating the blogsphere, with bloggers being paid to post.

Without full disclosure of these practices, people will try to take advantage of the lack of regulation. This is the “fear”, that Tim Berners-Lee, one of the creators of the internet, has for its future.

Thanks to Brad for the story tip.