Rule number one of media relations: information is the best currency. Most reporters aren't in the job purely for the money; were they that mercenary, they'd set up their own PR agency, or write dreary brochureware. Usually, the best way to win favorable coverage, or kill a negative story, is to offer a trade: a better scoop, preferably one which damages a competitor. Rule number two: don't be tacky. If you insist on a bribe, spend the money on an appealing and vaguely justifiable junket. A discussion group at the French Laundry, for instance. And, this morning's special lesson: reporters may not earn much, but don't be cheap. If you're going to pay them for their favor, or their time, do better than Intuit's publicists. The Mountain View company, a maker of personal finance software, is offering $100 to reporters and editors who'll test the usability of their press website. Oh, and a free copy of Intuit's tax preparation app, Turbotax. Ooh. The letter follows.

Hi [REDACTED],

Thought you might be interested in this, but one of my clients, Intuit, is looking for reporters and editors in the south bay to visit their Mountain View campus any day next week for one hour of usability testing on their press center of the Web site. This is not a story opp or anything, but just something that will help them improve their press center for journalists.

For the hour spent there helping them, Intuit will give you some free software (it's tax season...free TurboTax!) and about 100 bucks in cash. Let me know if this sounds like something you'd be interested in and feel free to forward this to colleagues.

Trevor

Trevor Leb | Access Communications | 415-844-6241
101 Howard Street, 2nd Floor • San Francisco, California 94105
415.904.7070 • http://www.accesspr.com

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