Most of those in the Philippine Blogging Community are on the defensive.  Again.  Why?  It all started when an article of Margaux Salcedo was published in the Sunday Inquirer last weekend exposing the supposed misdoings of a certain “Big Bad Blogger” and a “PR Firm.” 

Source: Please Don’t Give Blogging a Bad Name

Pertinent points of the story:

1. GEORGIA opened a restaurant between 2000 and 2010.  It was received well by the public and quickly gained popularity by word of mouth.  Before long, the country’s most read newspaper (“balanced news, fearless views”) wrote about her, expanding her restaurant’s clientele even further.

2. One day, The (PR) Firm approached Georgia, telling her that she could increase her sales by three if she hired them.  Georgia gently declined.  The Firm’s representative said that they can also help her through social media.  “We call this service ‘buzz creation’ or word-of-mouth generation,” the rep explained.

The Firm said that if hired for this service, they would invite bloggers to eat at Georgia’s restaurant and blog rave reviews.  

3. A few days later, Big Bad Blogger ate at her restaurant.  He smiled, ate like a regular blogger, took pictures with his ginormous SLR, and paid for his meal.  He wrote a raving review about the restaurant.  GEORGIA thought it was a sincere review.

4. However, a few days after THAT, The Firm called Georgia again. “Have you seen Big Bad Blogger’s post?” they asked.  Of course she had. “He works with us. We have an arrangement with him.  We can make sure that more bloggers write about your restaurant the same way if you hire us.”

The price demanded: P120,000 a month for a year. “What?!” Georgia thought. “These guys are crazy.” And again she gently declined.  They lowered the offer to P80,000.  Georgia still declined.

5. Cut to a year later, Georgia opened another restaurant.  Big Bad Blogger visits.  Again, he smiled, ate like a regular blogger, took pictures with his ginormous SLR, and paid for his meal.  This time, though, he wrote a scathing review.  A few days after that, The Firm called Georgia again. “Have you seen Big Bad Blogger’s post?” they asked.  Of course she had.  “He works with us.  We can make sure he retracts his comments and clarifies that your restaurant is not bad but really good after all.”  For the same price.

6. One can draw one’s own conclusions from this. Maybe Georgia is overreacting to a negative review. Maybe The Firm was only claiming to have relations with Big Bad Blogger for their own sinister purposes, unbeknownst to Big Bad Blogger.  Or maybe the suspicions are true and Big Bad Blogger bows to the highest bidder.  Whatever the case, one thing’s for sure: Georgia is now afraid of the blogging community. And this fear resonates among other restaurateurs who have had the same experience.

It’s difficult to deduce when the whole picture is not revealed.  There are a lot of missing pieces in this story.  The obvious ones start with the word WHO.  Who is the Big Bad Blogger?  WHO is the PR Firm?  Who is GEORGIA?

1. Is there really a connection between BBB and the PR Firm or is the connection merely manipulated by the PR Firm?

Some people speculate that maybe PR Firm is only dropping names and is hinting that they are connected with BBB, unbeknownst to BBB.  This is not the first time that this has happened.  Last year, I caught wind that a certain person extended what seemed to be restaurant invites to bloggers.  Bloggers agreed to welcome the invitation on a scheduled date.  Little did they know that this person asked for a fee to the tune of P7,000 per blogger that he brought to the restaurant, supposedly.      

Bloggers were enraged to know later that those “invites” were actually paid for by the restaurants –that their mere visit wasn’t a welcomed chance of getting to know the restaurant better out of own volition.  It was expected because there was money dispensed and pocketed.  Are the restaurant owners also expecting a glowing review after the visit?  If there was a promise of attendance in exchange of cash, what else was promised other than that?

This is why bloggers are adamant to establish first if BBB and the PR Firm in fact have relations and if they are in cahoots because for all we know, BBB genuinely found the first restaurant good and the second restaurant bad.  PR Firms are known for their timing. 

But who knows, BBB might be using the PR Firm and not the other way around?  Who ACTUALLY knows?

2. Bloggers and other media platforms have been used, abused and misused in the past.  With or without their knowledge.  Bloggers and other media platforms have used, abused and misused their right of opinion or expression.  There are certainly a lot of changes that can be had to improve this industry, whether it’s traditional/tri-media or social/new media. 

“But they’re worse than traditional media,” Georgia continued, “because we never experienced that kind of extortion from food writers. What happens now is you have to pay the PR firm for your protection from these bloggers. The thing about blogs is that not a lot of people know that they are already becoming a PR arm.” 

I don’t know if bloggers are worse than traditional media.  I’d like to believe otherwise.    Envelope journalism anyway started with traditional media.  In developing countries like ours, bribing journalists for favorable media coverage is old news.  That is why unbridled, incorruptible and credible journalists like Teddy Benigno truly shone like a rare diamond above the rest.  In this day and age, it’s rare to get an entitlement of being a man of great integrity.  Take a good look at the roster of journalists now, what count do you have?

In provinces, politicians hire journalists under the table to keep their image clean and intact while they do plundering (and sometimes killing) on the side.  Ill-gotten gains, extortion, power-playing are wicked and immoral, it’s idyllic to think that we are all on the same page on this. 

Is traditional media worse than bloggers?  I’d like to believe otherwise.  I’d like to believe in an ideal world where traditional media respect bloggers (the “new media” ergo a “newcomer”) and bloggers respect traditional media.  Both should work hand in hand to be part of a vigilant civil society… whether it is to straighten up (or create awareness) the food industry, bad business practices, corrupt government officials… or promote the Philippines, an advocacy, understanding of a culture… or simply encourage creative writing and freedom of speech or expression.

3. If a newspaper supports balanced news and fearless views as it claims, and as it demonstrates from time to time, then it should be easy to reveal who Big Bad Blogger (BBB) and “PR Firm” are.  Go ahead and protect the identity of your sources, or Georgia, that’s common practice anyway, particularly if it’s a reliable source.  What is limiting the writer from exposing the identities of BBB and PR Firm if this article was founded on good basis?

4. I like Margaux Salcedo’s writing style and her blog “Margauxlicious.com” is one of the blogs I regularly read even as far back as 2007.  In fact, I’ve included her blog in my site’s blog roll called the Dining Club.  Objectively, I think Margaux could have written this article in a better way.  Minus a more extensive research and actual names, it leaves a field wide open for speculations on the integrity of PR Firms who handle social media campaigns as well as bloggers who just *shrugs* blogs.

And not only speculations, it leaves a field wide open for generalizations too.  A buffet spread of hasty generalizations.  With a general public who can be extremely judgmental, easily impressionable, elitist, and skeptical, it’s easy to sway them to wave a disapproving nose at bloggers.  To some “scamming” or “parasitical” bloggers or online hawkers, it’s probably fair for them to receive such treatment.  But what about the decent rest who quietly found their space in the online world because writing/sharing is their passion?

Allow me to take some excerpts from the Viloria.net blog:

Source: Giving Blogging a Bad Name

“As a result, we now see a blind-item which makes some people look at food bloggers and wonder whether this or that blogger is the “Big Bad Blogger.”

We now have businesses that look at bloggers with suspicion.  Some legit food bloggers may even think twice before whipping out their DSLRs in a restaurant, now that food blogging horror stories make their way around restaurateur circles.

With just a simple titillating guessing game of an article both online and in print, the credibility of some (if not all) food bloggers have been put in question.

Now tell me, Margaux: Who is giving blogging a bad name?”

On this point Margaux, I have a tendency to agree with Viloria.  There are too many angles left for speculation and assumptions that in some people’s estimation, the article put the whole blogging community in question, most especially food bloggers.

The Big Bad Blogger a.k.a BBB is…

A multitude from the reading public and the blogging community thought of one person.  Are they looking at his direction because of his blog’s success in terms of reach (a man on the top is easy to spot) or because of long-standing rumors that’s been circulating the blogosphere for 2 years now?  

Carlos Celdran directly pointed out the question in everybody’s mind and called out Anton Diaz of Our Awesome Planet in his Facebook and Twitter account to clear the air. 

“just gonna ask directly.  Huy. Anton Diaz.  Are you the Big Bad Blogger?  Only fair to give you chance to clear your name is now.  Tama na all this innuendo.  Clear your name if you can.  And your pr firm too.”

OAP blogger Anton Diaz categorically denied that he is BBB.

Source: Blogger Anton Diaz Says OAP has no connection to restaurant-extorting PR Firms 

“Diaz replied on Twitter, “Haha, Magpapapayat na nga ako.. siyempre hindi :)”  In response, Celdran said, “Cool. Because all the chismis in the background implies its you. Thought you should know.” Diaz Tweeted that the truth will come out and that he hoped Salcedo identified BBB and The Firm.”

In addition, Anton released a statement in his popular blog, Our Awesome Planet.

Source: Our Sincere Thanks To You 

“Our Awesome Planet is NOT connected with, compensated by, or represented by any PR firms that would resort to restaurant extortion. We abhor that practice.

We don’t get advertising from restaurants or places we feature, and freebies pre- or post-blog posts to avoid conflict of interest. Otherwise, we disclose it specifically at the end of each blog post.”

Anton has finally said it himself.  He is not connected with or compensated by any PR firms and OAP doesn’t get advertising from restaurants or places they feature.  Some people believe him, some people don’t.  Are you still looking for a proof of his guilt or innocence?  One or a dozen can keep inferring.  So THOSE who have real allegations, PLEASE step forward.

Where there is smoke, there’s fire?

Other online personalities have made their statements:

Source: Malaking Issue!

Chuvaness’ thoughts:

1) All signs seem to point to one direction—that of a food blogger I invited to Pepper Lunch before we opened. He gave a mixed review. We did not pay him and he went back to the restaurant on his own.

2) Yup. I hate organized blogging groups. I work independently and do not go to organized bloggers events. I choose the events I go to, either because I’m truly interested in the brand, I’m friends with the PR or the owners, or the brand is a blog sponsor—or all of the above.

3) Because yes, I think it’s a great idea to make money from one’s hobby—especially if it is your passion, you love doing it, it pays some of the bills, and allows you to earn money from one’s home—simply because my kids get to see me when they get home from school. In fact, I earn more from blogging than any other regular job I’ve had.

4) That said, blogging is not my main source of income, as we have a thriving business. It is a hobby that earns money that comes with many perks, and I love that.

5) However, you cannot pay me to blog about something I don’t believe in.

8) I like to believe the stupid amount of money goes to The Firm and only trickles of money cascade down to the small-time bloggers.

9) PR firms should really check on the stats and quality of posts of the bloggers they’re inviting. Are they credible? Do they know what they’re talking about? Do they at least take good photos? Or do they just want to please the client by inviting papalamons?

Comments under Chuvaness’ blog that are interesting to read:

Topaz Horizon:

I have three blogs and I’m a magazine editor so I am, like Cecile, from both worlds. I will not deny that opinions can be bought but in print media, there are safeguards usually. Your editor can spot a paid-for article and will usually bring it up with the writer, edit out the blatant parts or choose not to run the article. There is also the element of time–from submitting the article to the day it finally gets printed–there is time to grow a conscience and edit. Some publishing companies have strict rules and disciplinary measures on bribes. That’s not to say there are no dirty journalists!

Now bloggers… They don’t have that editor to screen, edit and protect them. They don’t have that threat of losing their jobs if they’re found to be dirty. And with just a click, there is the instant publishing that can cause so much havoc. That’s not to say bloggers are irresponsible twits!

But bloggers are now the new journalists, whether the world likes it or not. So bloggers must learn from the old form, to edit themselves, to really think about what they write, to not be petty and vengeful, and most of all to have editorial integrity. Always.

Theaterrific:

It’s easy to spot a kiss-ass, palamunin blogger.

I also have a blog. I must admit that theater companies invite me to attend their preview shows, but as a customary, I don’t review preview shows, instead, I write points to improve features (because I believe that theater companies invite people to watch the preview so as to point out their weaknesses). Then I buy my own ticket for the actual run, then finally write my review. Quite costly I must say but it somehow protects my credibility.

Palamunin bloggers are those who just take freebies, take advantage of these preview shows and write a kiss-ass review so that they’ll be invited to the next shows. Free nga naman kasi.

I write my blog with my readers in mind. I don’t want false advertising while giving my reviews on my blog. Tickets to a theater play is quite expensive. ‘Pag sinabi ko na maganda ang play, kahit hindi naman, parang niloloko ko na ang mga readers ko at pinapagastos ko sila ng medyo kalakihang pera.

My appeal to bloggers is to just to cut all the BS and just focus on the truth. Companies may not invite you again if you’ll give them negative reviews, but if you’re just telling the truth, at least you still have your credibility intact.

Vitaminnstyle.blogspot.com:

Just to add:

“5) However, you cannot pay me to blog about something I don’t believe in.”

I think even if a blogger completely believed in the product/services, the fact that they were paid to do the post (or received a discount or got the product for free) should be completely disclosed to all the readers.

Chuvaness’ response:

and i disagree. it’s my blog and it’s your choice to visit.

besides, I find it cheap to act so defensive.

imagine if I said, “I went to the launch of this furniture store because the owner is a sister of my sister’s classmate in high school. I received no money, but she gave me a salad bowl as I exited, including a presskit and catalogue.”
How cheap ha.

Dontaskme2smile:

Agree. I don’t think anyone has to disclose if they received anything, because that’s their business, and also, getting freebies at events is a given. You don’t see magazine writers disclosing the freebies they get from fashion shows, launches, etc. The reader should take the writeup with a grain of salt because obviously, the owners of whatever store/restaurant/boutique invited the writers/bloggers precisely to get coverage.

I suppose the difference is when you write your blog/article in such a way to give the impression that you just chanced upon the restaurant/store, when you in fact have been compensated to give a POSITIVE review.

Dontaskme2smile continued:

If you were referring to me, I feel the need to defend myself. Rereading my comment, I suppose I wasn’t clear enough. My point was, if magazine editors, newspaper writers, and all other people in “mainstream media” do not have to disclose what they get for free in events like launches, etc. where they were invited precisely for coverage, then why are bloggers compelled to?

I guess we need to make a distinction. If you get things for free, as a “thank you for coming gift”, then that’s fine and totally acceptable. But if you were sent items, food, or if your meal was free, etc. then I agree that should be disclosed. I don’t think it has to be in a blatant way, like as a postscript to your post. You can just simply mention “I got sent this/I got invited to…”

Market Manila writes in his blog:

Source: I Told You So

“4. There are no paid advertisements on this blog. I do NOT make any money from the blog whatsoever, with the exception of the repeated mentions of ZUBUCHON and related experiments (that have commercial implications, and are indeed a business), which I have documented over the past 3+ years from the time I experimented with lechons to the time it was featured on an international television program to the time that the crew spearheaded an effort to market it in Cebu.

SO WHAT’S THE BOTTOM LINE, IN MY PERSONAL OPINION?

Don’t believe everything you read on the net or any other media for that matter. Use your head, and build your own opinions. Think critically. Be wary of folks who may not be totally objective simply because they HAVE agreed to accept compensation in whatever form in exchange for writing something on their blogs or space. There is a big difference between an opinion and a paid opinion. Search for folks who have, over the years, built a reputation of integrity, independence, objectiveness — in other words, who have credibility.”

Numerous have thrown their opinions regarding this botch.  A handful of these have a reading public who highly regard and await their opinion.  Sadly, there are others who desperately throw themselves in the mix to be part of the media frenzy or plainly because they are extremely opinionated people who think their opinions mattered. 

Like PCOS Machine who had its own twitter account (really funny by the way), somebody created Big Bad Blogger account on Twitter http://twitter.com/bigbadblogger

It is a sad day in the industry to read about “extortion” infiltrating the blogging world.  It does give blogging a bad name.  But all is not lost if this situation is really exposed for what it is and is stopped.  I think that was the writer’s intention in the first place but why a veiled expose? 

Restaurant invites come once too often for good food bloggers (same with good and credible fashion, tech, lifestyle, beauty and travel blogs).  Almost all the time, it’s for coverage.  Getting the brand/restaurant/product/place some reach helps create awareness and exposure.  BUT sometimes the invite, esp. for food blogs, is extended to get a panel with a discriminating taste to try the food and gather feedback. 

This is most helpful when they are about to open a restaurant (soft opening) or still conceptualizing about the food.  Now and then, the chef or restaurateur only wants to show off their prowess in the kitchen or their unique cooking techniques without any agenda.  Most often, those without over-inflated egos, appreciate the honest feedback right then and there, and wouldn’t mind reading about it too.  They enjoy the company of food reviewers, amateur or a professional critic, because of fresh insights or just the healthy and fun and passionate discourse on food, thus the invite.  

At times, the invite’s goal is to bring more audience to the store.  After the initial visit, the food bloggers are also part of the captured market expected to come back if they really liked it and pay for the meal. 

Contrary to general assumption, not all restaurant invites are free or results in a positive and glowing review as a payback for the meals. 

I don’t know if restaurant advertorials are that prevalent.  I have never encountered PR firms, ad agencies or restaurateurs who have offered money for a positive write-up nor have I approached or solicited any.  Products and services of big brands/companies are who I know spare a specific budget for advertorials.  And not restaurants.

I agree with some of the points raised by Chuvaness.  It is not such a horrible idea to make money from one’s hobby, especially if it is your passion, you love doing it, and it pays some of the bills.  Most PR firms approach the bloggers or online personalities because of their reach of a particular target segment.  The perceptive ones know that they cannot force a reputable blogger to accept a project or a product they don’t necessarily believe in or want to participate on.  No amount of monetary compensation is worth the trouble of losing the readers’ trust due to false advertising. 

It is a hobby that earns money through ad boards (Google, Nuffnang, etc.) placed on your site that acts like airtime spots.  If it’s good enough an ad board, like a catchy TVC, then the ad will be able to capture a market.  Once in a while, advertorials knock on the door.  It is up to the writer and blog owner to accept or not to accept depending on the principles he or she believes in.  There is no one correct truth.    

It’s up to the discerning public to believe or not believe what they read on the net or any other media, like what MarketManila said.  I think each of us can use our own heads and think critically of the information we digest.  PR firms, bloggers, readers can take this expose as an opportunity to raise the bar.

I follow only a handful of food blogs, those usually with palates that agree at least 90% of the time with mine.  I will continue to read them and I look forward to a positive change in the Philippine blogosphere.

For me, ONLY ONE thing is certain… I still love to blog.  Maybe two.  I still love to eat.  I LOVE to BLOG.  Period. 

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