A Ritzy payoff

The journalism world is shocked – shocked! – at a recent report that a Los Angeles TV station accepted free hotel rooms for its anchors at a Ritz-Carlton property in apparent exchange for airtime and favorable mentions.

In a subsequent article, an ethics expert solemnly declared that “taking freebies for coverage is over the line.”

Welcome to your studio … er, I mean, room.

Apparently she was oblivious to the black market in rooms-for-ink that is so pervasive in the travel industry that no media outlet is untouched by it.

But why dwell on that? I’ll wait for the Columbia Journalism Review’s expose on that secret little arrangement, which will not change a thing – except maybe to make the few on-air personalities and reporters who are mentioned in it lose their jobs.

Instead, let’s focus on how the Ritz public relations team might have handled this differently. Here’s how to attract media attention without putting a journalist’s career and reputation in peril:

• Trade ads with the TV station. It’s perfectly acceptable and a lot cleaner than forcing someone from the editorial side of the operation to get involved. Plus, the property doesn’t have to negotiate any coverage, which is always awkward.
• Ask them to work for it. Why not invite the reporters to be featured speakers at a conference, and negotiate the “free” room as part of their compensation? (A “conference” can be something as informal as addressing the sales team.)
• Make ‘em pay. Offering a discounted room rate – also called a “media” rate – is far better than a freebie. At least there is money changing hands. Note: the rate has to be competitive – not a $19 a night room rate at the Ritz. That’s a token payment.
• Comp a spouse. OK, this is barely legal, but it’s better than giving a journalist the keys to a free room. Just put the room in a spouse’s or partner’s name. That way, they are accepting the freebie.

So why don’t more hotels do this? Because their publicists believe that offering a reporter a free room remains the best way to ensure a favorable story or broadcast.

Which, of course, it still is.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

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