Sander Sassen heeft een artikel geschreven over Online PR / Marketing taktieken van fabrikanten, in andere woorden het hele gedoe omtrent het verstrekken van samples naar websites waarna zij een review o.i.d. erover publiceren. De fabrikant in kwestie wil uiteraard graag een positief verhaal zien terwijl het voor de website belangrijk is om objectief te blijven. Erg interessant om eens te lezen, zeker als je zelf ook een site runt:
To summarize, online PR is the art of getting free exposure in the online community, making sure that the company’s products are given good marks, proper reviews and above all getting mentioned in a positive way in as many online publications as possible. It works by having the companies’ PR folk use their people skills and building up good relationships with the online publications.
Online marketing is the trade of making deals with online publications, setting up sponsorships, buying ad space and establishing partnerships with ‘fan’ sites to cater to a specific audience that already has a liking towards the company and/or its products. It works by marketing people actually paying, either in hard cash or in other favors and benefits for ad space, extra exposure or content focussed on the companies’ products.
To give an example of online PR pressure, a classic is the company that is actually willing to send you eval products and you’re allowed to keep them only if you write a ‘positive’ review of its product, otherwise requiring it be sent back after the evaluation period.
Another one is a company actually putting you on the list for some next-generation products and promising first crack at next-gen products, and will offering the latest scoops, if, and here's the catch, you give a ‘positive’ review of its current product.
Another fine example is that of a company actually denying eval products without a commitment to do the product evaluation according to its guidelines; for example, not pitting its product against that of its biggest competitor.