After a lot of controversial media build-up, Beijing companies are trying to get some positive press about the upcoming Beijing Olympics. One hotel is actually offering cash incentives for non-traditional media to write positive articles about them. The Gehua New Century Hotel is offering 1,000 yuan for articles that shed positive light on "China's first five-star hotel with a media-cultural theme."
Reuters says, "Media can claim 500 yuan for a 'positive' article on the hotel of 100 to 500 words in length and 1,000 yuan for an article of between 500 and 1,000 words."
While 1,000 yuan isn't much ($145.539 US), the unique experience to cover an event from a luxury business hotel likle Gehua New Century is sure to lure a lot of eager writers.
Bribing Beijing Olympic Bloggers
Gehua New Century Hotel Offers Cash For Stories
Trend Themes
1. Influencer Marketing - Companies offering cash incentives for positive articles demonstrate the growing trend of influencer marketing in the hospitality industry.
2. Brand Reputation Management - The controversial approach of bribing bloggers highlights the increasing importance of brand reputation management for businesses.
3. Alternative Media Engagement - The cash incentives offered to non-traditional media writers reflect the emerging trend of businesses seeking engagement with alternative media channels.
Industry Implications
1. Hospitality - The Gehua New Century Hotel's cash incentives for positive articles indicate disruptive innovation opportunities in the hospitality industry, particularly in influencer marketing strategies.
2. Media and Journalism - The controversy surrounding paid positive articles presents a potential disruptive innovation opportunity in the media and journalism industry by emphasizing the importance of journalistic integrity and ethics.
3. Marketing and PR - The practice of bribing bloggers highlights a need for businesses to explore innovative marketing and PR strategies to enhance brand reputation and credibility.