In the glossy world of marketing, there’s a scandal hiding in plain sight that’s costing brands millions – and their reputations.
The line between journalism and public relations hasn’t just blurred; it’s been deliberately erased by an industry that’s playing both sides of the fence.
As marketing professionals, many of us have watched with growing alarm and trepidation as this practice has become normalised.
You’re a brand manager, and a “journalist” approaches you with an offer you can’t refuse – or rather, one you dare not refuse.
They’re not just selling column inches; they’re selling protection from negative coverage.
Welcome to the media protection racket.
The going rate?
A cool RM50,000 for a “Publicity and Promotion” package from a news agency.
That’s not a typo.
We’re talking about five figures for what essentially amounts to sponsored content masquerading as news.
But here’s the kicker – refuse to play ball, and suddenly your company might find itself on the wrong end of an “investigative” piece.
For marketers, this creates an impossible dilemma.
Do we participate in this system and betray the principles of ethical marketing?
Or do we stand our ground and risk becoming targets?
The real tragedy is that many brands are now budgeting for these “services” not because they believe in their value, but because they fear the consequences of saying no.
Let’s call this what it is: institutionalised extortion wearing a press badge.
The victims aren’t just the companies being strong-armed into paying for positive coverage – it’s the entire marketing ecosystem.
When consumers can’t trust what they read, they stop trusting brands altogether.
Every manufactured “scoop” and paid puff piece erodes the credibility that legitimate marketers work so hard to build.
The solution isn’t complicated, but it requires courage.
Marketing professionals need to collectively reject this practice.
We need to demand transparency in media relationships and refuse to engage with outlets that blur the lines between editorial and advertising.
Yes, this might mean weathering some negative coverage in the short term.
But the long-term cost of complicity is far greater.
We can’t claim to be brand guardians while feeding a system that undermines all brand trust.
It’s time to choose between what’s easy and what’s right.
Our industry’s integrity – and our consumers’ trust – depends on it.
The next time a “journalist” comes knocking with a PR proposal in one hand and a threat in the other, remember: your response isn’t just a business decision.
It’s a choice that will shape the future of both marketing and media,
